MUMBAI: When the Ironman of India tells you to open your eyes—literally—you pay attention. Centre for Sight launched a bold new campaign starring Milind Soman that doesn’t just jog memories; it sprints straight into the truth about ageing and eyesight.

The campaign opens with Soman looking like he just stumbled off a retirement home pamphlet—grey, wrinkled, and sluggish. Just as viewers settle into the stereotype, the twist arrives: he pulls off the disguise. The real Soman, ageless and athletic, drops a truth bomb—“If you don’t see clearly, you make mistakes. Don’t compromise on your vision. Trust the experts.”

The message is sharp, clear and right on target. Eye health is often ignored in the fitness conversation, and Centre for Sight is here to change that narrative. The campaign tackles vision villains like cataracts, glaucoma, diabetic retinopathy and age-related deterioration, reminding viewers that being fit includes staying visually sharp.

“Vision is one of the most underestimated aspects of health and yet it shapes the way we experience life,” said Centre for Sight chairman & medical director Mahipal S. Sachdev. “With the latest global technologies like the SCHWIND AMARIS 1050RS and the power of our highly skilled doctors, we ensure precision in every procedure.”

The film is already going viral, with viewers doing a double take and asking—is that really Milind Soman? Spoiler alert: it is. And he’s here to prove that while age may leave a mark, your vision doesn’t have to blur with it.

Centre for Sight has kicked off a full-blown 360° media assault—digital, influencer, print, radio and outdoor—all laser-focused on getting Indians to book that long-pending eye check-up.