Online medicine ordering app Pharmeasy has launched a campaign that takes forward the brand’s ‘Take It Easy’ narrative. It aims to highlight the ease of ordering medicines on the app, making consumers dance out of joy. Leo Burnett India has conceptualised the campaign.
The films address a consumer apprehension respectively – value for money, availability and getting genuine medicines – as far as medicines are concerned. Each depict the consumer’s strife as a dance form.
Saumil Parekh, VP - marketing, PharmEasy, said, “We thought of conceptualising short advertisements that would not only build a connect with our audience but do so in an engaging and fun manner. Our aim was to show how easy ordering medicines can be with PharmEasy, and the before and after versions of these dance forms is our way of depicting that. PharmEasy has always focused on being a customer-centric brand, and we have tried to highlight the problems that customers face when shopping for medicines on a regular basis, and offer a simple solution for the same.”
Vikram Pandey, national creative director, Leo Burnett India, added, “PharmEasy’s music track – a rehashed version of Urvashi, is a great brand asset and helps break clutter every single time. For this campaign, we used it to challenge offline medicine-buying behaviour. We turned each pain point into a dance form, so roaming from shop to shop in search of prescribed medicines became ‘Bhatak Nritya’, expensive medicines became ‘Kharchnatyam’ and so on. The films are funny yet memorable, we are confident this campaign will help build the brand narrative further.“