LifeCell urges mothers to give their baby ‘The Gift’

Stem cell bank LifeCell has launched its first national campaign with a television commercial titled ‘The Gift’. The film will go on air from 4 December. Conceptualised by 1pointsize, the film will be screened on GECs, news, lifestyle and regional channels.

Mayur Abhaya, MD and CEO, LifeCell International, said, “LifeCell has always been a pioneer in its domain of operations. We were the first to launch umbilical cord banking in India to preserve the new born baby’s stem cells at birth. Now we’re proud to be the first player in our category to roll out a television commercial that distils a complex concept into a simple message.”

V Ravi Shankar, CMO, added, “After winning the trust of over 80,000 families, we decided that this was the right moment to get on to mass media. Our brand makeover and our irresistibly (attractive) new pricing offered us the perfect excuse for going national.”

“Umbilical cord stem cells have the potential to protect the baby from over 80 medical conditions. We were searching for a suitable visual metaphor to communicate this protection. That’s when we hit upon the idea of gift wrapping the pregnant belly. Our emotional pitch was simple: Give your baby the one gift that can offer lifetime protection. We think the message will resonate with anxious moms who are open to leveraging the marvels of science for their little ones,” explained Sharad Haksar, CEO, 1pointsize.

Credits
Client: LifeCell International
Creative agency: 1pointsize
Executive creative director: Sharad Haksar
Team LifeCell: Mayur Abhaya, Ravi Shankar V, Bhuvana B
Creative team: Anantha Narayan, Sharad Haksar and Remy Francois Sabah
Account management: Aswin Rao
Production house: Electric Dreams
Director (film): Anirudha Sen
Producer: Suparna Chatterjee