Fortis Healthcare has rolled out its first brand campaign. Conceptualised by Leo Burnett, the film went on air on 17 July across digital, cinema and on 19 July on the Tata Sky home channel. Adapts of this film will air on television from 31 July.
Based on a true story, the creative visualisation features a young boy Amar Aggarwal who needs a heart transplant. He is unable to lead a normal lifestyle and this affects him and his parents. The boy is dejected that he cannot run and play like his friends. While doctors diagnose his condition, they also express their inability to perform the procedure. The distressed parents turn to spiritual help, out of desperation. They are advised to visit Fortis, where doctors assure them that it can be done. The boy gets the transplant, while the parents wait anxiously outside. A female voice over says, "Zindagi aur ummeed hamesha saath saath chalthe hain. Is liye hum apni medical care main koi kasar nahin chodthe" (Life and hope go hand in hand. That's why we leave no compromise with our medical care). Amar's voice calls out to his dad asking him to race, signalling that his transplant has been a success.
On the objective of the campaign, Gaurav Dudeja, head of marketing, Fortis Healthcare, said, “In the healthcare industry, no private brand has gone on to differentiate itself in terms of value in the minds of customers. Doctors have been brands, primarily. It’s a bit like media where programmes are chosen over channels. So, decisions were taken for doctors over hospitals. The future is in building a strong value of the brand so that the hospital credibility is established."
The campaign will have a strong digital leg too. He said, “We have print, outdoor and digital. Digital is the second biggest (after the TVC) for us in terms of scale. The entire campaign has a destination (handsofhope.co.in), where we’re encouraging people to join. A Facebook integration has been done through which for every person who joins the movement, a rupee will be donated by Fortis towards the treatment of underprivileged children. In cinemas, the campaign has launched with Bajrangi Bhaijaan.”
Client: Fortis Healthcare
Creative Agency: Leo Burnett
CCO: RajDeepak Das