Dentsu Impact launches Max Healthcare’s new campaign #MoreToHealthcare and sheds light on what happens behind the scene in a healthcare employee’s life.
The Indian healthcare industry is currently going through a rough phase, jolted by a lot of unfortunate incidents. This has caused a serious dent in the image of the overall healthcare industry and shook people’s belief in hospitals. With people usually knowing only one side of the story due to lack of information or understanding, it is very easy to jump on this bandwagon of negativity against private hospitals.
Speaking about the films, Amit Wadhwa, President Dentsu Impact said, “Changing a hospital’s image is a challenging task and to do that our strategy was not to tell the story from the hospital’s point of view but rather through its people.”
The people who work in hospitals, be it doctors, or someone sitting at the front desk, have their own set of challenges and are trained to follow strict processes. So, what appears to be unnecessary and cumbersome to the patients and their attendants, might have a scientific reason to it. For instance, shoe covers are not recommended inside ICUs because that’s not how germs spread. Germs spread through touch.
The campaign was kickstarted with four films depicting the struggles of doctors, nurses, surgeons and guards. Anindita Das, Creative Director, Dentsu Impact spoke about the creative concept behind these films and said, “This is a fresh new way of looking at healthcare advertising and aims to evoke the respect and empathy that the healthcare professionals deserve.”
Anupama Ramaswamy, National Creative Director, Dentsu Impact adds, “A good commercial doesn’t sell things. It makes you feel things. And these four films are doing exactly that.”
The story does not end there. In the second phase of the campaign, #MoreToHealthcare is all set to solve common problems faced by patients and explain the reasons behind them. For instance, if a bill is more than the estimate shared then under what circumstances can that happen.
Production House – Rainsong Films
Produce r- Manish Bhatt
Director – Vivek Dubey
DOP – Anurag Solanki
Agency – Dentsu
National Creative Director – Anupama Ramaswamy
Creative Director – Anindita Das
Account Management:
Senior Vice President, Client Servicing – Megha Sadhwani
GM Client Servicing – Navin Singh
Associate Account Director – Sheeraj Sengupta
Senior Accounts Executive – Sheena Singh
