MFine, an AI-driven on-demand healthcare service, has released two films that have been conceptualised by Mullen Lintas.
The films feature actor Naresh Gosain, who has been referred to as 'Swiggy Uncle' for his roles in the brand's films. In these films too, he opens his house door (above) and refrigerator, and is greeted by a mFine representative to take a lab testm with a note that reminds him to take his diabetes test.
The campaign highlights the convenience of getting lab tests done at home.
Arjun Choudhary, founding member and chief business officer, MFine, said, “As much as MFine is a new-age health-tech brand, care has always been at the very core of all that we do. From instant online consultations to lab tests from the comfort of homes, MFine ensures that care is readily accessible and of the highest quality. Our new campaign films showcase a new aspect of that heart-warming care, this time with a pinch of mischief and fun between the endearing couple.”
Garima Khandelwal, CCO, Mullen Lintas, said, “Popular culture is best created or second best exploited in advertising. To make a tongue-in-cheek story about lab tests at home and to make the commercial sticky for MFine was the intent here. The over emphasis on the MFine branding is also by design so there is no confusion on which brand but to make people smile at the correlation. The auntie gets an upper hand with this campaign and the uncle gets a taste of his medicine.”
Client team: Arjun Choudhary, Shanker Mohan, Nikita Aggarwal, Eti Goel, Chhavi Mahajan, Joel Joy
Creative agency: Mullen Lintas, Bengaluru
Creative team: Garima Khandelwal, Prasad Venkatraman, Abhilash Mundayat, Johns Joy, Mirael Samson
Account management team: Hari Krishnan, Lopamudra Bhattacharya, Anahita Brar, Meghna Majumdar
Planning team: Ekta Relan, Sushma R Rao, Gargi Sarvankar
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