t is hard to visualise Wasim Akram, known for his fast bowling, physical endurance and aggression, as an insulin-dependent diabetic. But Akram�s success on the cricket field proves that a patient can lead a full life in spite of the condition. In order to drive home the message, Roche Diagnostics India, a leading player in diagnostic products, is using the former Pakistani paceman as brand ambassador in the ad campaign for its flagship brand Accu-Chek.

Accu-Chek is a blood glucose monitoring system specifically designed to help diabetics gauge their blood glucose levels on their own. The ad, which exhorts diabetics to �Live Life - The Way You Want�, underlines the message that a diabetic can lead a normal life. More than the emotional connect, what is notable is the �consumerisation� of what is otherwise a clinical and technical product.... more