Mumbai: PharmEasy, India’s leading online medicine and healthcare ordering app, has launched a new 3-film campaign called ‘DanceEasy’, which reiterates that ordering medicines on its platform is so easy that it will make you dance. This campaign has been conceptualised and created by Leo Burnett India.
PharmEasy has always aimed to make the complicated world of medicines as simple as possible. Taking forward its ‘Take It Easy’ narrative, with this campaign PharmEasy addresses the top 3 consumer apprehensions where medicines are concerned – value for money, availability and getting genuine medicines.
Each film in the DanceEasy campaign addresses a consumer concern along with a wacky dance step to the catchy tune of the famous number – ‘Urvashi.’ In every film, the consumer’s strife has been creatively depicted as a dance form – so the plight of expensive medicines becomes Kharachnatyam, and the doubt on the genuineness of medicines becomes Shakakali! With its light-hearted execution, the films are both fun and relatable.
Speaking about the campaign Saumil Parekh, VP Marketing at 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.”
Speaking about the campaign Vikram Pandey, National Creative Director, Leo Burnett said “PharmEasy’s music track – 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. “
Client – PharmEasy
Agency – Leo Burnett
Managing Director & CSO – Dheeraj Sinha
Managing Director & CCO – Rajdeepak Das
National Creative Director: Vikram Pandey
Creative Director: Geo Joseph
Associate Creative Director: Yogesh Sakpal
Copywriters: Kaustubh Panat, Mihul Bhatt, Apurva Jain, OmkcarSethe
Art Directors: Bharat Kuradia, Akash J
Account Management Team
Vice President: Gaurav Om Sharma
Brand Director: Paramjit Singh Talwar
Account Planning Team-
Shibani Mitra – Brand Strategy Partner
Nidhi Shah – Brand Strategy Associate
Production House: Absolute Films
Director: Vasan Bala
Producer: Aditya Pratap