MUMBAI: When you want to be heard, either do it subtly when there’s pin drop silence or yell out loud when others are also yelling to be heard over the cacophony of sound. Or you can take the middle path: be loud where it’s needed and subtle where it is not.

Which is what Dr Agarwal’s Eye Hospital has done. Chief marketing officer Ayushman Chiranewala – of Titan Watches fame – has gone in for one big personality – the silky-smooth batsman Sachin Tendulkar and you can’t get louder than that while positioning in the consumer’s mind.

In one of the ads in a plane, Glenn McGrath features where he is seen arguing about a decision which had gone in his favour and against Sachin in one of their cricket encounters in Australia. Sachin tells Glenn he should get his eyes checked. Which Glenn refuses saying his eyes are perfect. In comes a lady co-passenger interrupting them and informing Glenn that the seat he was occupying was hers. Glenn responds by saying it's 3D; the lady says it is 3B. That’s a cue for Sachin to take him to Dr Agarwal’s Eye Hospital for an eye check-up. And the message if you don’t get yourself checked in time,  you will repent  later!

The second spot has Sachin’s doppelganger first fawning over him and then being venerated by a fan when the master-blaster is actually standing in the same lounge. The fan continues to be all over the duplicate even when Sachin clears his throat to alert him that he is the real thing.  When a bell boy informs Sachin that his car has arrived, it jolts the fan. Then comes the message: “When you develop cataract, your vision gradually deteriorates! Visit Dr Agarwals eye hospital!”

Clearly, this is funny humor done seriously and it sticks in your mind. And for a serious affliction: eye vision loss and going for a hospital visit to possibly get it repaired or healed. The message is hammered home very, very loudly and clearly. Care for your eyes when you have the time, otherwise you will really have to take care of your eyes!

“Agarwal’s hospitals number 200 in 10 countries with its doctors serving  two million patients annually and performing  200,000 surgeries,” says Chiranewalla. “This journey of bringing world-class eye care to everyone’s doorstep wouldn’t have been possible without your trust and support. Our commitment remains the same: making eye care accessible, affordable, and exceptional for every individual. Join us in celebrating this milestone as we continue to expand our vision of creating healthier communities!”