In an all-new campaign, Borosil - India's leading consumer ware brand and BBH have collaborated on Borosil’s iconic Vision Glass – a multi-purpose series of glassware that enjoys cult status.

The 'Life Ke Har Din Ke Liye' campaign showcases the unique benefits of the Borosil Vision range by tracking the journey of the protagonist 'Raghu' from childhood through to his adolescence, adulthood, and old age. The film highlights the classic Borosil Vision Glass with its well-known, sleek silhouette. Made of 100% borosilicate, the glass is extreme temperature proof, chemically inert and resistant to mechanical shock, making it multi-purpose and durable. Also, unlike regular glassware that’s made of soda-lime, the Vision glass retains clarity over repeated usage. The film is set to a hummable track which gives it a retro feel.

Speaking about the campaign, Barnali Shankar, senior general manager, marketing, consumer products, Borosil Limited said: “The objective of the campaign was to underscore the versatility of the iconic ‘Vision Glasses’ and how they’ve stood the test of time. The glasses remain as popular and relevant to everyday life today as they were 40 years ago when first launched. I think, BBH through the storyline was able to get this point across to customers of all generations in a very memorable and poignant manner.”

Nivedita Agashe, creative director, BBH India, added: “By telling the story of Raghu's life we were able to tip our hats to the classic design of the Borosil Vision glass, first launched in 1970. Apart from showcasing the much loved and recognised design, the story also allowed us to effortlessly focus on key benefits of the range such as multi-functionality and durability. ”