Campaign India Team
Dec 11, 2020

PharmEasy turns consumers’ medicine woes into dance forms

Watch the films conceptualised by Leo Burnett India here

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.“
 
CREDITS
 
Client: PharmEasy 
Creative agency: Leo Burnett
Managing director and CSO: Dheeraj Sinha
Managing director and CCO: Rajdeepak Das
National creative director: Vikram Pandey
Creative director: Geo Joseph
Associate creative director: Yogesh Sakpal
Copywriters: Kaustubh Panat, Mihul Bhatt, Apurva Jain, Omkcar Sethe
Art directors: Bharat Kuradia, Akash J
Vice president: Gaurav Om Sharma
Brand director: Paramjit Singh Talwar
Brand strategy partner: Shibani Mitra
Nidhi Shah - Brand Strategy Associate
Production house: Absolute Films
Director: Vasan Bala
Producer: Aditya Pratap

 

Source:
Campaign India

Related Articles

Just Published

11 hours ago

Why HSBC is betting on simplicity to stand out in ...

EXCLUSIVE: HSBC CMO Nicole German on the thinking behind the bank’s first global CIB campaign—live in 20 markets, its biggest marketing investment yet.

12 hours ago

Moves and wins: Week of 22 September

Our weekly roundup of the latest appointments and account wins from Vigor Media, Dentsu Creative Isobar, and many more.

14 hours ago

Devotion and display: The paradox at the heart of ...

In Two Minds: Navratri campaigns in India demand nuance, as brands must decide whether they’re merely borrowing the spotlight or authentically tapping into the nation’s rhythms of devotion.

15 hours ago

Schneider Electric puts its power behind changing ...

With cricket jerseys, AI-powered campaigns and factory automation, it is betting that India can turn electricals from a utility into a lifestyle — and a growth engine.