Medtronic has launched a new Parkinson’s disease awareness campaign in India titled ‘Say Yes to a Better Tomorrow’, aimed at encouraging broader public understanding and emotional conversations around the condition beyond clinical settings.
Developed in partnership with popkorn, the campaign focuses on bringing the realities of Parkinson’s disease into everyday family conversations through storytelling rooted in emotional and relatable experiences.
At the centre of the initiative is a campaign film titled Sorry Dadu, which explores the relationship between a grandfather living with Parkinson’s and his young grandson. Told through the perspective of the child, the film portrays how symptoms such as tremors and rigidity gradually affect everyday family interactions while highlighting the emotional impact of the condition on both patients and caregivers.
Rather than approaching Parkinson’s through purely medical language, the campaign attempts to humanise the experience by focusing on the small rituals, emotional shifts, and family bonds often affected by the disease.
According to Medtronic, India currently has more than one million people living with Parkinson’s disease, with the number expected to increase as the country’s ageing population continues to grow. Despite the scale of the condition, conversations around Parkinson’s often remain limited to healthcare environments, resulting in lower public awareness and delayed understanding of treatment and support options.
“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.”
Speaking about the campaign, Prateek Tiwari said “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.
Commenting on the emotional direction of the campaign, Ritika Jaiswal 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.”
