Manipal Hospitals has launched an advertising campaign created by Mullen Lintas, a part of MullenLowe Lintas Group.
The campaign comprises three films aimed at inspiring individuals to prioritise their own well-being, for the sake of being there for their life partners.
Each of the films features a couple. At an anniversary dinner, a woman asks her husband of two years (they had dated for five years prior), if they have become boring – seated at the same table, with a gift predictably hidden somewhere nearby. When he suggests a road trip to Goa, he predicts her reply just as she answers. She can’t because of pilates class the next morning. As she laughs at how well he understands her, the partner tells her that he’s happy with such ‘perfectly boring days’ that they share. He adds that he cannot imagine not spending 50 such years with her. A voice over asks, “What can we give our loved ones? Our presence.” The text on screen reads, ‘Sometimes, to live well feels ordinary. Beautifully ordinary’ – with ‘live well’ highlighted.
Another film that ends on similar lines features a wife who is worried about her husband. He is overweight, works late, sleeps even later, lacks exercise and isn’t adopting healthy eating habits. She takes the elevator and makes him take the stairs. Entering the car, as he says, ‘Lately I’ve been feeling…’ she interjects saying, ‘That our marriage is over?’ That gets his attention. Her worried but loving admonishment makes him commit to a healthier lifestyle.
A third film features an elderly couple who are still there for each other, seated amidst amused family, and engaged in banter.
Karthik Rajagopal, COO, Manipal Health Enterprises, said, “In today’s fast-paced world, we often neglect our well-being in the pursuit of success, losing our quality of health. Following this insight, we decided to launch a brand campaign ‘The best gift that we can give to our near and dear ones is the gift of our own good health.’For this, I would like to applaud the efforts of Mullen Lintas and Director, Gauri Shinde, in bringing this idea to life. We’re grateful for this partnership and hope everyone will appreciate this message.”
Hari Krishnan, CEO, Mullen Lintas, said, “Healthcare communication has for a long time been about brands talking about themselves to consumers, almost in a one-way approach, about their expertise, facilities, infrastructure etc. We felt that the time is right to elevate the conversation. As one of the pioneers in modern healthcare in India, the onus of exemplifying thought leadership rests with Manipal Hospitals. With this as our guiding light, we conceived a campaign which, at its heart, is all about encouraging people to take care of their health so they never need to be taken care of in a hospital. It’s very bold in that sense, for a brand to consciously decide to not talk about themselves and the team at Manipal Hospitals deserves all the credit for taking this leap.”
Client: Manipal Hospitals
Creative Agency: Mullen Lintas
Creative Team: Varsha Desai, Alesha Pimpale
Account Management: Lopamudra Bhattacharya, Chetali Kudtarkar, Ameena Khan
Strategic Planning: Sushma R Rao, Gargi Sarvankar
Production House: Hope Productions
Director (film): Gauri Shinde
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