Cordlife celebrates 'birth of a parent', links it with the umbilical cord

Cordlife India has launched a television campaign conceptualised by Rediffusion Y&R.

 

As a lady discovers her pregnancy with tears of joy, a voice over begins the narrative: "When is a parent born? When your world changes in a moment?" The film goes on to capture emotions that a couple and their family go through when a child is expected. The grandparents celebrate, the father-to-be sits late in office making a dress for the infant, tutored by a video. The voice over surmises, 'Parents are born, when they fulfil a responsiblity, and that responsibility is signing up with Cordlife." The benefit of banking cord stem cells is explained.

 

Meghnath Roy Chowdhury, MD, Cordlfe, said, “Through this campaign, we wish to reach out to urban couples who are not only well informed but give utmost preference to the safety of their family. The communication portrays the importance of cord blood stem cell banking and how the technology-backed practice can prove to be a boon for the child in future. It promises to not only create an awareness for brand Cordlife, but also to prove beneficial for the industry.”

 

Upamannyue Roy Chowdhury, GM, marketing and sales, added, “The objective of this campaign is to create a sense of responsibility amongst expecting parents. We wish to stimulate the mass by making them think on the lines of being a responsible parent from the beginning, from the realisation of parenthood. The expecting father's role is highlighted in the film. We want this TVC to stimulate a sense of responsibility in them as well.”

 

Nilanjan Dasgupta, ECD, Rediffusion Y&R, said, "‘When is a parent born’ is the insight we decided to work on because there are many things in life that can give birth to or define parenthood, amongst which ‘responsibility’ seemed to be the most significant one. In terms of making the film, the challenge was to seamlessly merge the emotional aspect of being a parent and the functionality of the product.”

 

Sanju Menon, branch head, Rediffusion Y&R, Kolkata, added, "The campaign introduces to-be parents to a technology that is soon to become prevalent when it comes to insuring the health of their child. The insight tapped into is differentiated and we hope that this works in creating a unique space for the brand. The film also explains the benefits of cord blood banking which should help in increasing awareness and also increase the size of the category.”

 

Credits

 

Client: Cordlife India

Agency: Rediffusion Y&R

CCO: Komal Bedi Sohal

Branch head (Kolkata): Sanju Menon 

Executive creative directors: Piyash ghosh, Nilanjan Dasgupta‎

Copywriters: Priyadarshi Khastagir, Nilanjan Dasgupta‎

Account management: Ahana Ganguly

 

Director (film): Nitish Sharma‎

DOP: Sanu John Verghese‎

Executive producer: Avishek Ghosh

Music director: Mikey‎ McCleary