MediBuddy has rolled out a campaign which consists of five films featuring Amitabh Bachchan.
Through the films which have been conceptualised by ITW Playworx, MediBuddy aims to showcase the ease in which it helps with specialist doctor appointments via video consultations.
The films are based on the insight that when people are unwell, they overlook the importance of seeking expert medical attention and instead look to self-treat or accept unsolicited advice.
Satish Kannan, co-founder and CEO, MediBuddy, said, "It’s been our vision to make high-quality healthcare accessible to a billion Indians. We constantly invest in technology to bridge the urban and rural healthcare divide. Our platform will provide our fellow Indians with the convenience of consulting a doctor on video in 10 minutes, ensuring accessibility to expert doctors and healthcare services. This will help them make informed decisions, leading to a healthier community. We are confident that the desired message to raise awareness about the convenience and accessibility of online video doctor consultations will create a shift in existing mindset amongst people at large and enable them to make healthier choices.”
Saibal Biswas, head - marketing, partnerships and PR, MediBuddy, added, “The new brand campaign is based on the fact that people usually make arbitrary decisions or procrastinate in seeking expert medical attention. It aims to create a top-of-mind recall for choosing online video doctor consultation actively challenging the accepted status quo. It emphasizes that accessing expert medical consultation can be as convenient as everyday online activities like banking, shopping, and food delivery. Mr. Bachchan's portrayal in the ad films echoes MediBuddy's positioning as an expert caregiver who is always there to assist users during their healthcare journey. In the ads, Mr. Bachchan pops out of the mobile phone magically in a never seen before avatar, as a buddy and a living personification of the MediBuddy app.”
Creative agency: ITW Playworx
Production house: Ten Films