Bangalore: MedLife, the one-stop healthcare hub, has kick-started its marketing efforts with a full-fledged mass media campaign. The new campaign, conceptualized by Soho Square, Bengaluru, attempts to let medical consumers know what they have missed out so far. The campaign has unveiled MedLife’s new branding and tagline – ‘Obsessed with health’; it highlights MedLife’s value as a brand that prizes the customer’s health while also giving them the benefit of better control, accessibility and transparency.
At the heart of the campaign is a television commercial which highlights the benefits of buying medication online from MedLife. The commercial looks at the the chore of buying medicines from a store in a lighter vein. With it, MedLife attempts to tackle the discomfort a customer might face while buying medicines the traditional way. The commercial highlights the ease of ordering medicines by simply clicking and uploading a prescription on to the app. It also vouches for the best price, quick delivery and the widest range of medicines – all in a quirky, light-hearted way.
Tushar Kumar, CEO, MedLife: “The service and quality of products we provide to our customers in the E-Pharmacy space is unparalleled. There is a tremendous growth opportunity here. The online pharmacy business is now on a very strong footing since regulatory hurdles are expected to resolve soon taking into consideration the government’s push for campaigns like Digital India and Startup India. With this campaign, we are looking to target the metros as well as the Tier II and Tier III cities. We wanted to make the communication short and simple for our potential customers – that Medlife stands for the best ethics, best pharmacy practices, best service and most honest prices. “
Sumanto Chattopadhyay, Chairman & Chief Creative Officer, Soho Square India: “As a person who is health-obsessed, I often find myself at the medical store. I’m amused at the thought of how people might be reacting to me based on my purchases. Our creative idea is a humorous take on this line of thinking.”
The television commercial, which will run on several channels, is supported by communication on other mediums like outdoor, digital and radio so as to reach out to newer audiences.
Agency: Soho Square
Creative: Sumanto Chattopadhyay, Rwitayan Mukherjee and Mayur Varma
Account management: VS Srikanth, Naveen Raman and Supreeth Murthy
Production house: Soda films
Director: Rajesh Krishnan