The company states that Accu-Chek is a fast, accurate and reliable Blood Glucose Monitoring System specifically designed to help people with diabetes to monitor their blood glucose levels themselves.

The new campaign by Roche Diagnostics exhorts the consumers on Accu-Chek’s philosophy of ‘Live Life- The Way You Want,’ - a conviction, that one can lead a normal life in-spite of being a diabetic.

Roche Diagnostics India MD Sanjeev Johar said, "Consumers today live life in the fast lane and are increasingly adopting ‘Do-It-Yourself’ products, which provide both convenience as well as confidence. People have also started to realize that incurable diseases can be managed with regular monitoring and control.

" Through this campaign, we want to emphasise the importance of timely self-monitoring and hence lead a healthy lifestyle. Wasim Akram personifies the spirit of the Accu-Chek brand and we are hopeful of a long and fruitful innings with this association.”

The current campaign is an extension of the Accu-Chek Inspiration Seriesstarted in October 2004 with Wasim Akram. ‘Accu-Chek Inspiration Series’ aims at creating awareness, through road shows across the country, on diabetes and its management through Self monitoring. The series primarily focuses on spreading the message through school children.

At each event, school going children, who despite a physical, mental or economical handicap have excelled in their life, are felicitated by Akram. The whole process is in sync with Accu- Chek’s philosophy of ‘Live life. The way you want,’ - a conviction that one can lead a normal life in spite of being afflicted with diabetes.

The ad campaign has been conceptualised and scripted by Michael D’Souza of Basic Instinct, a creative boutique specialising in Brand Strategy. The 30 second commercial hit Indian television screens a few days ago.