Pathkind Diagnostics has rolled out a film to pledge its equality of basic healthcare for every individual, irrespective of their origin.
Conceptualised by SG Dream Media, the ad film titled #HumFarkNahiKarte (we don’t discriminate), showcases the protagonist as a phlebotomist from Pathkind Diagnostics. As he heads home post work to celebrate his daughter’s birthday with family, the protagonist gets a call from his boss to collect an urgent sample. Without second thought, he rushes for duty, which leads him into a transgender home. He then collects the sample carefully, without letting the child feel the prick from the needle. Through a casual conversation, he is shocked to hear the story of how the parents abandoned the child at a railway station, for being a transgender. In the end, he gives the child the cake that he had initially purchased for his own daughter's celebration.
Sanjeev Vashishta, MD and CEO, Pathkind Diagnostics, said, “This is our very first brand film and we wanted to make sure to get across the message that conveys who we are and what we stand for, as a brand. We, at Pathkind Diagnostics believe in equal healthcare access to all. We believe that no prejudice, bias or restrictions should stop any person from getting adequate healthcare service. Thus, to drive this message along, we got the very versatile actor Anand Tiwari on board. We could have gone for a more traditional approach where we could have spoken out the number of offerings or a widely spread network. Instead, we chose to redeem our commitment towards equality and inclusivity in a subtle manner and also walk the talk, by making superior quality diagnostics services accessible to all.”