EnAble India, a Bengaluru-based non-profit that’s dedicated to promoting economic independence and dignity for persons with disabilities (PwDs), has released a new film urging a simple but essential reminder: accessibility begins with something as basic as a ramp.

Conceptualised by MullenLowe Lintas and produced by Crazy Few Films, the film follows a young fashion enthusiast who speaks with charm and candour about her love for shopping - clothes, shoes, bags, the works. She could be any style-loving millennial. But there’s one thing that keeps her from visiting her favourite malls: not her wheelchair, mind you, but the absence of ramps in most public spaces. 

Despite accessible parking, many malls still miss the most fundamental requirement of inclusive design, leaving wheelchair users unable to enter at all. With no bitterness, she shares how this ‘minor hurdle’ has pushed her to abandon in-person shopping altogether and settle for online browsing instead. That tiny design oversight becomes a powerful metaphor for how society often sidelines the needs of millions. The film serves as a reminder that thoughtful design begins with including everyone.

What we think about it: The film delivers its message with quiet confidence, avoiding sympathy-driven tropes or heavy-handed emotion, and that’s exactly what makes it powerful. The protagonist’s upbeat, matter-of-fact narration humanises the issue without dramatising it, nudging viewers to recognise everyday barriers they may never personally face. By positioning accessibility not as a favour to PwDs but as a fundamental aspect of thoughtful design, the campaign effectively underscores the urgent need for genuinely inclusive public spaces.