Healthcare app Practo has rolled out its inaugural brand campaign titled ‘Life Mein’ (in life).
The film has been conceptualised by Lowe Lintas and Partners.
It opens at a busy office where a senior listens to two colleagues as he moves around in his chair, visibly uncomfortable. Asking for a minute, he gets up to stretch his back. A voice over explains that those making decisions from their seats might need to make an appointment with the doc, as a colleague helps the man to the Practo app on his phone.
The film goes on to show several others resorting to the Practo app. This includes an enthusiastic guest at a wedding who is first on the floor, and also first to get off it, exhausted. A son uses the app to fix an appointment for his mother, when he sees her struggle up the stairs at a cinema. Next up is a man getting ready to go out when he notices his receding hairline. Unable to cover up the bald spots, he resorts to Practo too.
Towards the end, the film features a group of office colleagues laughing at a table as they eat. The fun in interrupted when one of them asks the others if they know of a good gynaecologist.
A voice over ties together all the situations, urging the audience to download the Practo application.
Shashank ND, founder and CEO, Practo, said, “The brief was to highlight Practo’s ‘patient first’ approach as a brand. We’re the #1 healthcare app on Android and iOS platform. Our goal as a company is to help people live longer healthier lives. We do this today by helping people find the best doctors and through our platform, we want to ensure every person gets their own health account which securely stores all their healthcare data so it is always available and can help them make better healthcare decisions. There is a lot of anxiety and fear that is generally associated with healthcare. We wanted to stay away from that and bring in a fresh clean perspective with a touch of humour while highlighting every day situation where people have that moment of realisation that they need a doctor.”
The TVC will be supported by radio, digital and social media activity.
Creative agency: Lowe Lintas
NCD: Arun Iyer
Production house: Roshan Shetty Production
Director: Anaam Mishra