Page 146 - The Indian Optician Digital Edition March-April 2024

VASAN EYE CARE LAUNCHES The doctor further

NEW CAMPAIGN revealed that the treatment of
retinoblastoma was determined
on the basis of the diagnosis
stage. “There are several
Vasan Eye Care has announced the launch of its latest treatments available for the
brand campaign, “We Are There, With Expertise and Care.” disease but if the infection has
This campaign, created by FlyingCursor Interactive, showcases reached an advanced stage,
Vasan Eye Care’s ability to combine medical expertise with care, then there is no choice other
ensuring eye health services for all. than removing the eye surgically
The new campaign consists of five films translated into along with the cancer. In
six languages viz Tamil, Malayalam, Kannada, Telugu, Hindi, advanced-stage cases, the whole
eye is removed and the child
and English. These films are being showcased across various has to wear an artificial eye,” Dr
platforms, including YouTube, Facebook, and Instagram, Chawla informed. With nearly a
specifically targeting the audience of South India. Beyond third of the children affected in
these digital platforms, the integrated campaign will also roll both eyes, the issue is considered
out across print, cinema, and outdoor collateral, further to be serious and requires
expanding its reach and impact. widespread awareness.

Dr Arun, Co-Founder and managing Director of ASG Eye The report published in a
Care said, “Vasan Eye Care is deeply embedded in the lives of leading Daily, further states
our community. The strong values of care, transparency, and that earlier chemotherapy was
expertise have always been our guiding principles. With this given through an intravenous
campaign, we reaffirm our dedication to these values and our method. However, this resulted
commitment to providing top-tier eye care. We are especially in the drug being administered
excited to reconnect with our patrons in the South, assuring them to the entire body instead of
that Vasan is back, stronger and more committed than ever.” the targeted area – this led to
side effects in other cells. “The
Shormistha Mukherjee, Co-Founder and Director at advantage of intra-arterial
FlyingCursor Interactive expressed, “This campaign is a chemotherapy is that the drugs
celebration of Vasan Eye Care’s legacy and its bright future. can directly be delivered to the
We’ve woven together stories that not only showcase the brand’s targeted area without affecting
expertise and care but also resonate deeply with every individual other cells. Some drugs, which
who values their vision and the importance of trust in healthcare.” cannot be given otherwise due
to their toxic properties, can be
given through this technique,”
INTRA-ARTERIAL CHEMO FOR added Dr Chawla.
CHILDREN WITH EYE CANCER “If there is a family history,
then there is life-long follow-up.
In other cases, at least till the
At least 65% of the 170 children suffering from retinoblastoma, child reaches 10-12 years of age
a common eye cancer prevalent in young children below five and is free of tumour (the follow-
years, who did not respond to standard chemotherapy procedures, up is done),” she summed up.
benefitted from an intra-arterial chemotherapy procedure they
undertook at the AIIMS Hospital, Delhi. These kind of procedures
need a multidisciplinary team of
“The infected eye would have to be surgically removed if interventional neuroradiologists,
this treatment had not been provided to these children,” said ophthalmologists and
ophthalmologist professor Bhavna Chawla. She stated that at least paediatricians to monitor the
250 new cases of retinoblastoma were reported in AIIMS every children. This facility is presently
year and early onset symptoms of eye cancer such as squinting or available in very few centres,
leukocoria (white spots) should not be ignored by parents. including AIIMS.

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