Omron Healthcare has launched a digital film for its BP monitor conceptualised by Dentsu Marcom.
The film features a young woman working in a city and her mother in a small town. The mother receives a letter from the young lady, where she addresses her as ‘beta’, reversing their roles. The daughter has sent her an Omron BP monitor reasoning that ‘some things are good to know’. In the letter, she also reveals that she has found a life partner and that she will bring him home for Diwali. The older woman’s curiosity is piqued. When she arrives home, it is revealed that she has found a match not for herself, but for her mother. When her mother questions her on why she didn’t reveal this earlier, she says with the BP monitor is in her hands: ‘some things are good to know, some things are not’. She goes on to introduce her mother as her daughter to the companion she has found for her. As a sound track and titles take over, the visuals reveal how she went about choosing the man, starting with an ad on a matchmaking portal.
Buddhi Prakash Tiwari, manager – product and marketing, Omron Healthcare, said, “In the film, the daughter acts like a mother to her mother, who is very much concerned about her health and is also worried for her personal life and wants to ensure that someone is with her who can take care of her mother in her absence. So she sends a gift, an Omron BP monitor to ensure that she monitors her BP (health) regularly and introduces a groom to her mother. Before it’s too late we all should realise what our parents need, as well, as what they want. Because ‘some things are good to know’.”
Titus Upputuru, NCD, Dentsu Marcom, said, “Parents start behaving like children as they grow old. Their bodies become weaker. Mentally, they become more anxious. Children who are concerned about their parents tend to mother them. This is the insight that we worked with. A daughter and mother switch their roles and the daughter ends up becoming her amma and goes to the extent of looking for a groom for her widowed mother.”
Besides digital platforms, the campaign will be seen on TV, print, OOH and in cinemas.
Client: Omron Healthcare Pvt. Ltd.
Creative agency: Dentsu Marcom
National creative director and director of the film: Titus Upputuru
Creative team: Titus Upputuru, Ravinder Kukreja
Account management:Makoto Nakao, Yuichi Toyoda, Rajib Sinha, Afhaz Ansari
Branch head: Harjot Singh Narang
Films: Dawa Tsering Lama
Digital: Tanvi Jain, Adhir Anand
Producer: Prafull Sharma
Production house: Chrome Pictures
DOP: Jacob John Payyalpalli
Post production studio: Pixion
Music: Hanif Shaikh