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Indian researchers make ”smart” contact lenses

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Melbourne: A team of Indian research scientists are working on a device that can manipulate the extent of light and filter specific colors while still being transparent which can make up to “smart” contact lenses.

This research is being carried out by the scientists at Melbourne-based RMIT University and the University of Adelaide who are creating a stretchable nano-scale device to manipulate light.

These devices are made on a rubber like material which are used for contact lenses, said an associate professor Madhu Bhaskaran from RMIT.

“We embedded precisely-controlled crystals of titanium oxide – a material that is usually found in sunscreen, in these soft and pliable materials,” she said.

These materials form an ideal platform for wearable optical devices as these prove to be bio-compatible.

“By engineering the shape of these common materials, we can create a device that changes properties when stretched. This modifies the way the light interacts with and travels through the device, which holds promise of making smart contact lenses and stretchable colour changing surfaces,” Bhaskaran explained.

Using the technology, high-tech lenses could one day filter harmful optical radiation without interfering with vision.

In a more advanced version, the lenses can transmit data and gather live vital information or even show information like a head-up display.

“Manipulation of light using these artificial crystals uses precise engineering. With advanced techniques, we can dynamically control their filter properties, which allow us to create devices for high data-rate optical communication or smart contact lenses,” explained Dr Withawat Withayachumnankul from the University of Adelaide.

The current challenge is that dielectric resonators only work for specific colours, but with the new flexible surface, scientists can adjust the operation range simply by stretching it.

“With this technology, we now have the ability to develop light weight wearable optical components which also allow for the creation of futuristic devices like flexible smartphone cameras,” noted Gutruf in a paper published in the journal ACS Nano.(IANS)(image-fitnesskites.com)

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How advertisements in India are defying gender cliche

Ads playing an effective medium in moulding opinions of society

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How Indian advertisement industry is breaking the gender stereotype

Feb 27, 2017: The most important part of advertisements is the story line and it gives a spur on the social media when the lessons from the story line are timeless. Needless to say, every time a free-spirited ad is released, it not only sparks conversations over the internet but also leaves a viral trail of debates. Just in the same way, some of the Indian advertisements did when they strove to change the mindset of people with regard to gender difference. We often tend to slur women not realizing the essence of being a woman, it takes strength and an indomitable spirit to be a woman. This article will talk about how advertisements in India are leading by example and discarding gender difference.

Let’s recall some of the advertisements that did away with gender difference.

Nike’s recent ‘Da Da Ding’ ad starring Deepika Padukone as one among other female athletes is a powerful ad which got the people talking about giving importance to female athletes as well. It showcased females of a real athletic figure which is not animated and has got nothing to do with ‘legs and butts’.

(A still from Nike’s Da Da Ding advertisement)

The ad portrayed women as fierce and passionate about sports. Once upon a time, Nike’s product catered almost exclusively to marathon runners and then, a fitness craze emerged –and the folks in Nike’s marketing department knew where to mark their next move, an applause for Nike for initiating a spellbinding effort.

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Whisper, Touch the pickle ad

(A still from Whisper Touch the pickle advertisement)

Whisper, Touch the pickle ad is another exemplary of breaking taboos surrounding women’s menstrual cycle. The whisper #Touchthepickle campaign makes an attempt to purge the baseless superstitions owing to Dos and Dont’s in menses. The ad showcases a young girl who dares to touch the pickle while she is on her periods. It conveys a sensible meaning to its viewers to break away these taboos. The ad was lauded internationally and awarded ‘Glass Lion Grand Prix’ award at Cannes International Festival of Creativity.

Many advertisements over the years have sold the cosmetic product but fewer have tried to change the societal conception of beauty. Even fewer have tried to do both, Joy Cosmetic is the brand that did it in India.

(A still from Joy beauty advertisement)
The ad begins with showcasing a well renowned oversized comedian, Bharti Singh asking the viewers “What did you expect, 36-24-36?”, and shuts down body shamers who presumed it to be an ideal body size. The ad conveys effortlessly that an Ideal beauty has nothing to do with body and shape.The advertisement has a sensitive message and is meaningful to its consumers.

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While there is a lot of chaos regarding section 377 in India, Ebay India took an audacious stance through its ad titled “Things don’t judge”.

(A still from Ebay India advertisement)