EnAble India has released two new ad films aimed at bringing attention to one of the country’s most overlooked consumer groups — persons with disabilities, their families and caregivers.

The non-profit, which works to promote economic independence for people with disabilities, has anchored the campaign in the emerging concept of the purple economy, positioning this community as a powerful yet untapped consumer base.

Conceptualised by Lowe Lintas and produced by Crazy Few Films, the films use everyday realism and gentle humour to show how inaccessible design continues to shut out millions from basic shopping or dining experiences. With the International Day of Persons with Disabilities approaching on December 3, the campaign attempts to shift the focus from sympathy to opportunity, underscoring that meaningful inclusion also makes strong business sense, UNI reported from Bengaluru.

According to EnAble India, persons with disabilities estimated at 150 million in India — represent a consumer segment with spending power exceeding Rs.12 lakh crore, yet brands still design products and services that often leave them out. The new films hold up a mirror to this gap by depicting relatable scenarios where accessibility falls short.

The first film centres on a fashion-forward wheelchair user who loves to shop but cannot move around an inaccessible mall independently. The story ends on a light but telling note, with a humorous exchange about online returns — a reminder that the system forces her into limited choices. The second film follows a man with vision impairment who enjoys eating out, only to be excluded by restaurants lacking Braille menus or audio support. It wraps with a playful twist at home, contrasting comfort with the exclusion he faces outside.

Dipesh Sutariya, Chairman and MD of EnAble India, said the films are meant to challenge outdated perceptions. “Persons with disabilities are not a niche audience. They are a vibrant consumer segment with aspirations and spending power. Designing with accessibility creates new customers, not just inclusion,” he noted.

Through this campaign, EnAble India hopes to spark wider conversations within the marketing, retail, hospitality and service sectors, urging brands to rethink how they design for Indian consumers. The message is clear and timely — the question is no longer whether persons with disabilities are ready for the market, but whether the market is ready for them.