Stem cell bank and diagnostic solutions provider LifeCell India has released a digital campaign titled ‘Hope is Life’, for its community stem cell banking program. Conceptualised by Mullen Lintas Delhi, the campaign highlights how a baby’s preserved cord blood stem cells become part of a common pool that is shared only among the community members. This gives protection to the baby as well as immediate family members and gives them a better chance of finding a match, should need arise.
The film tells the tale of two fathers inside of a hospital. While one of them is elated at the birth of his baby girl, the other waits on a ray of hope anxiously, for his ailing child. The film underlines the thought of how childbirth is hope for someone else when it becomes a part of LifeCell’s community stem cell banking program.
Prasad Deshmukh, VP of marketing and growth, LifeCell International, said, "This campaign very well highlights the life-saving benefits of community banking and LifeCell’s commitment to be a trusted health partner in every step of the journey. We have witnessed many success stories and this heartwarming narrative of two fathers truly brings that essence of happiness and hope that LifeCell strives for. We are confident that this campaign will help initiate the right conversations around the challenges in stem cell transplants and how community banking offers a beacon of hope for many families."
Nisheeth Srivastava and Sarabjit Singh, group creative directors - Mullen Lintas Delhi, said, “The unique approach of preserving and making stem cells accessible to the family as well as the community in case of a medical need highlights the merits of community banking in the treatment of life-threatening conditions, especially when families are trying to find a glimmer of hope. But these stem cells can only be collected and preserved at the time of childbirth. Connecting the two life events gave us a simple thought – every childbirth today can be a hope for someone in future and after all, hope is life. With niche brands like LifeCell, the creative challenge is to keep the conversation as simple and honest as possible.”
The campaign also comprises digital and social creative elements.