Panasonic Lumix And C Labs Gives #RightToColour This Republic Day; Empowers Colourblind Photographers

Celebrating India’s 71^st Republic Day, Panasonic Lumix and Dentsu Aegis Network empowers colourblind photographers with the #RightToColour through a specially designed viewfinder lens that helps to saturate and balance colour. Bringing the gift of colour, the digital campaign #RightToColour aims to promote equality by making everyone able to experience colours the same way.

About 300 million people worldwide and 13 lakh people in the country suffer from some degree of colour blindness and this impacts their everyday life depending on the severity. While somebody with normal vision can identify 150 hues, a colour blind aspirant can distinguish only as many as 20 hues. However, in recent times, technology has created innovations that can transform the everyday experiences of the physically challenged. Keeping this belief at the core, the #RightToColour campaign showcases the struggles of colour blind photographers while narrating true life experiences of a Assam-based photographer, Hizol Chodhury who wishes to see his photographs as the world sees them.

The film highlights how Hizol has to rely on his team for colour correction and saturation of his work and the challenges he faces in the personal and professional life. Panasonic Lumix and C Labs makes his wish come true by giving him the right to colour through Lumix cameras fitted with a customized viewfinder, that saturates and balances pixels to allow colourblind photographers to see colours just like everyone else. The film captures the sheer happiness and confidence that this innovation has given Hizol, as he feels connected to his work like never before.

#RightToColour – A Colour Blind Photographer premiered on January 25 across all digital platforms

New Delhi, 25 January 2020