Description
Consulting, Scriptwriting, Animation & Visual Storytelling
Technologies
Photoshop, After Effects
Problem
In India, 35.4 million children suffer from myopia, yet only 21.4 million are diagnosed-and even fewer receive proper treatment. Until 2021, ophthalmologists relied on outdated solutions, unaware of breakthrough myopia-management technology. HOYA, the first to introduce MyoSmart spectacle lenses in India, faced a dual challenge:
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Category Creation: Educate ECPs on an entirely new product category (not "just lenses").
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Goliath Competition: Outmaneuver legacy brands (Zeiss, Essilor) with 10x stronger trade influence, despite HOYA’s superior product.
Solution
A high-impact explainer video blending storytelling, clinical credibility, and competitive drama to:
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Humanize the Data: Opened with staggering stats to spotlight urgency.
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Position HOYA as the Pioneer: Framed MyoSmart as a category creator, not just a product.
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Showcase Trade Strategy: Highlighted HOYA’s partnerships with top hospitals (Sankara Nethralaya, Dr. Agarwal’s) and KOLs to build credibility.
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Anticipate Competition: Addressed rival threats head-on, emphasizing HOYA’s agility (chameleon lenses, Lenstar devices) as the underdog triumphing over giants.
