Medtronic, a company in medical technology, announces ‘Say Yes to a Better Tomorrow,’ a new campaign in India aimed at deepening public understanding of Parkinson’s disease. The campaign has been developed in partnership with popkorn creative agency, part of Value 360 Group.
India has over one million people living with Parkinson’s, a number set to grow with the country’s ageing population. Yet conversations around the condition remain clinical and remote, often confined to the doctor’s chamber. ‘Say Yes to a Better Tomorrow’ sets out to change that, anchoring the dialogue not in the language of clinical but in the everyday textures of family life.
A grandfather, a grandson, and the moments worth fighting forAt the heart of the campaign is a film titled ‘Sorry Dadu,’ which traces the bond between a grandfather and his young grandson through the small rituals they share. Seen through a child’s eyes, the tremors and rigidity that define Parkinson’s become something more recognisable:Through an honest portrayal of everyday challenges, the film brings to life what living with Parkinson’s truly feels like building empathy and awareness, while reinforcing that with timely support, care and treatment, a better tomorrow is within reach.
Prateek Tiwari, Senior Director, Neuroscience at Medtronic India, added: At Medtronic, our Mission is to alleviate pain, restore health, and extend life. Parkinson’s disease does not only affect movement; it can gradually take away a person’s independence and their role within the family.
““Say Yes to a Better Tomorrow” is a public awareness initiative that aims to educate everyone about Parkinson’s and the treatment options that helps to manage and build a better tomorrow. When healthcare technology restores confidence and independence, it does more than treat a condition. It helps people continue to show up as the heroes their families have always known them to be,” Tiwari said.
Ritika Jaiswal, Vice President at popkorn, said: “There is a quiet, specific kind of heartbreak in watching the person who once carried you on their shoulders become the person you now have to hold up.
“With ‘Sorry Dadu,’ we wanted to capture that shift, the moment you realise your hero is human, and the tender, urgent race to make sure they know they’re still your world,” Jaiswal added.
