The advertising campaign is conceptualized by Lowe Lintas.
Flipkart Health+, India’s Flipkart Group’s digital healthcare marketplace platform, recently launched its first pan-India advertising campaign – “Laughter is the Best Medicine”. The campaign establishes the value that the Flipkart Health+ app will bring through an array of options available in medications while introducing viewers to the benefits they can enjoy by choosing to purchase from the Flipkart Health+ app.
The ad campaign is conceptualized by Lowe Lintas who leans on the idea that “laughter is the best medicine”, but for all other medicine, Flipkart Health+ is the right destination. The campaign sees the iconic “kidults” and draws on their witty conversations to highlight the features of the Flipkart Health+ app. The film’s narrative seamlessly projects the brand’s propositions of trust, value, convenience and choice.
The campaign comprises two digital commercials where the first is focused on the eastern region market targeting the Bengali audience and the second presents a narrative for the pan-India market. The campaign emphasizes how the app will ease the problem of low access to genuine medicines across India. The commercials are uniquely designed to reach the audience and make the app an empowering platform for their daily supply of medicines for acute and chronic diseases. The simple narrative context and relevant situation make commercials highly relevant and eye-catching for the target audience.
Commenting on the campaign launch, Dhruvish Thakkar, Senior Director, Head of Marketing and Revenue – Flipkart Health+ said, “Research suggests that consumers are having difficulty sourcing authentic medicines for chronic diseases in emerging markets. from the country. With Flipkart Health+, consumers can offer affordable, high-quality products over 20,000 PINs. Our campaign focuses on spreading this message in the unique style of humor inspired by our local brand – Flipkart. Flipkart’s kidults format has been very popular with the public, and we felt it was the best way to get our message out through this campaign as well. The app will aim to address all individual patient concerns and scale up easy access to medicines for acute and chronic conditions, especially in underserved markets.
Commenting on the campaign launch, Sonali Khanna, Executive Director and Head of Lowe Lintas, South, said: “When it comes to health, laughter is indeed the best medicine. Our kidults campaign for Flipkart won over the target audience with their tongue in cheek. humor, and broke the mold by connecting with his audience. We believe the kidults approach is just the right balance of fun and facts to get people to put their health first.
Discussing the digital amplification of the campaign, Sowmya Iyer, DViO Digital, said, “In addition to the user-friendly and technology-supported interface of the Flipkart Health+ app, this series of commercials will elevate the brand proposition to its target audience in all geographies. The creative team essentially captured the local sentiment around buying medicines for acute and chronic diseases through these films which will be further amplified on our social media platforms by creating engagement, raising awareness for the Flipkart Health+ app and creating a brand reminder in the coming months. ”
Available on Android Play Store, the Flipkart Health+ app can also be accessed on low bandwidth, making it accessible to customers nationwide.