Orange Health Labs has launched a campaign to emphasise the importance of freshness of blood on test accuracy. Conceptualised by Dentsu Creative India, the films feature actor and the brand’s ambassador Ayushmann Khurrana, who plays the Orange eMedic.
The films showcase him taking a blood sample (played by a human) to the lab, while they come across other samples (also played by other human) lying around and waiting for their turn to be tested. The film highlights the brand’s offerings, which include home sample collection, rapid 2.5-hour testing, elimination of batch testing, and 100% accurate results.
Dhruv Gupta and Tarun Bhambra, founders, Orange Health Labs, said, "Orange Health Labs was founded to enable the convenience of on-demand at-home collections and ensure report accuracy for consumers. This campaign is an attempt to raise awareness that you can now get both, only with Orange Health. We are excited to have Ayushmann as our brand ambassador, as he represents modern and logical choices through his work."
Indrajeet Mookerjee, president - South and West, Dentsu Creative India, said, "In the backdrop of the pandemic, the healthcare industry became saturated with players, making it hard for consumers to make a choice. Our challenge was to devise a sharp and witty campaign to cut through the clutter and highlight Orange Health Labs' core propositions of speed and accuracy."
Siddharth S, executive creative director, Dentsu Creative India, added, “While communicating the message is crucial, it is equally vital not to distress our consumers. Our campaign employs humour to convey the message that the ‘Freshest samples yield the most accurate results.”