Campaign India Team
Jan 20, 2014

LifeCell gets Aishwarya Rai to peg stem cell banking as a ‘Godh Bharai’ gift

Watch the ad film conceptualised by 1pointsize here

wide player in 16:9 format. Used on article page for Campaign.

LifeCell, a player in stem cell bank category, has rolled out the second phase of its national campaign. The TVC features brand ambassador Aishwarya Rai Bachchan and will be rolled out across news, GEC and lifestyle channels.

The film opens at a ‘Godh Bharai', where a mother-to-be is shown greeting people showering her with gifts. While she’s shown interacting with people, suddenly she and the people around her are shown to be surprised. The reason for that is Bachchan’s presence. She gifts the lady LifeCell and says that the gift is for her to be born’s security for lifetime. She then explains the benefits of LifeCell. The film ends with Bachchan endorsing the product by saying she’s used LifeCell, and the to-be-mother says, ‘Now it’s my turn’.  

Mayur Abhaya, MD and CEO, LifeCell International, said, “LifeCell has democratised umbilical cord stem cell banking by making it accessible to all. To get across our message to millions of mothers-to-be in Tier 1, Tier 2 and Tier 3 cities, we needed a national figure that every woman looks up to. The decision to get Aishwarya Rai Bachchan on board to endorse our product and brand was taken keeping in mind this larger consideration. Being a trusted name synonymous with class and credibility, we are sure that her words will carry even more weight among our target group.”

Ravi Shankar, CMO, LifeCell, added, “Our campaign is centered around the theme of giving the gift of lifetime protection to new born babies. The theme resonated well with Aishwarya Rai Bachchan as she’s personally experienced the power of preserving the umbilical cord stem cells with someone like LifeCell. So we thought it would be better if Aishwarya shares the gift of protection with every mother-to-be than just do a mere testimonial.”

Sharad Haksar, CEO, 1pointsize, said, “Godh Bharai is a special occasion in India. It’s the ceremony that marks the beginning of celebrations to welcome the newborn into the family. The ceremony might have different names in different parts of our country but in essence it’s about blessing the pregnant mom with good wishes and gifts. Instead of giving just another gift that loses its charm in a few months, what if you give a present that has a lasting effect on the child’s health and future? That was the premise of our commercial. Aishwarya as the brand spokesperson delivers this very message. We’re positive that the commercial will strike a chord.”


Client: LifeCell International
Creative agency: 1pointsize
Executive Creative Director: Sharad Haksar
Team LifeCell: Mayur Abhaya, Ravi Shankar, Bhuvana & Krithika
Creative team: Lalitha Vaidyanath, Sharad Haksar & Remy Francois Sabah
Account management: Siluvai Amalan & Santhosh Krishnan
Production house: Apostrophe Films
Director: Koushik Sarkar                                                                                                                    
Producer: Hamesh

Campaign India