Medtronic India has launched a public awareness campaign titled ‘Say Yes to a Better Tomorrow’, aimed at broadening the conversation around Parkinson’s disease beyond clinical settings and into everyday family life. Developed in partnership with creative agency popkorn, the campaign seeks to humanise the condition through empathy-driven storytelling.

India currently has over one million people living with Parkinson’s disease – a figure expected to grow alongside the country’s ageing population. Despite its rising prevalence, awareness of the neurological condition remains largely confined to medical environments, leaving patients and caregivers navigating the emotional weight of the disease with limited public support.

At the heart of the campaign is a short film titled ‘Sorry Dadu’, which portrays the relationship between a grandfather living with Parkinson’s and his young grandson. Told through the child’s perspective, the film captures the everyday realities of the condition – tremors, rigidity and the gradual shift in family dynamics – with quiet emotional honesty.

Prateek Tiwari, Senior Director, Neuroscience at Medtronic, said the campaign reflects the company’s mission to restore health and extend life, emphasising that when healthcare technology restores independence, it allows people to continue showing up as the heroes their families have always known them to be.

Ritika Jaiswal, Vice President at popkorn, described ‘Sorry Dadu’ as a film about the tender, urgent moment a child realises their hero is human – and the resolve to ensure they still feel loved and valued.

The campaign is currently live across digital platforms.