Abbott, the global healthcare company, unveiled its latest campaign in India aimed at inspiring people to live their lives to the fullest, despite the health challenges they may face. The campaign story focuses on how modern healthcare has helped people to push past possible to have a life full of rich experiences and fulfilling moments.
Conceptualised by BBH India, the campaign shows a real cast and crew, who have overcome a personal health condition. It shows that there are limitless possibilities with an unstoppable ‘you.’ The film gives a sneak peek into the life of eight crew members who have tackled various health problems because of modern healthcare and Abbott’s breakthrough products.
The TVC (television commercial) extends last year’s radio campaign that showcased three real people live record radio ads while rafting through rapids, paragliding, or running the Ladakh marathon, despite facing heart disease, diabetes and the challenge of ageing healthily.
This is the next step in a series of steps by Abbott to highlight how people can live their lives fully through the power of health. Apart from inspiring countless individuals to live life fully, this campaign also renews the purpose and commitment of Abbott around the world.
About the aim of this consumer communication, Joshua Grace, Regional Marketing Officer, Abbott said, “Helping people lead healthier, fuller lives is at the forefront of all that we do. As a leading health company we would like people to know and understand our purpose and breakthrough products. Today, people want to know more than just the products. What a company stands for is as important as the product it makes.”
The campaign focuses on how modern healthcare has helped people to push past possible to have a life full of rich experiences and fulfilling moments. Abbott follows a similar approach to consumer communication in US, China and Latin America.
The campaign will have a well-integrated plan that works cross media. The main film will play on TV across GEC (Hindi, English), movies (Hindi, English), news (Hindi, English, business) and infotainment among others. The stories of the real cast and crew appear online.
“We would like to build understanding of our purpose inside out -- starting with our employees. We will deploy our own digital channels where employees can share and talk about the campaign and the stories,” said Grace.
Abbott’s marketing spends have been consistent over the years. Their learnings from their previous campaigns have made them more scientific and efficient with the way they reach and communicate with consumers.
In their future communication, the organisation would like to continue to raise awareness with the broader public the issues they are helping communities tackle.
Russell Barrett, CCO and Managing Partner, BBH India, said, “It's so much more persuasive to do instead of say. That’s what we’ve managed with this campaign. Instead of merely capturing an actor, in a situation, we've turned the camera inwards and demonstrated how amazingly resilient and unstoppable people are when confronted with health challenges. It was a huge challenge to create a film like this and that we succeeded is a testament to the brilliance of the cast and crew behind the ad.”
Subhash Kamath, Managing Partner and CEO, BBH India, said, “I think we’re onto something really big and long lasting. Real stories of real people, living life to the fullest, was something we started last year on radio and online video. We are taking it to the next level this year by creating a real story for television too. We’re all extremely excited about it. And hats off to our clients at Abbott for encouraging us all the way.”
Client: Abbott Healthcare
Agency: BBH India
Chief Creative Officer and Managing Partner: Russell Barrett
CEO and Managing Partner: Subhash Kamath
Creative Director: Sapna Ahluwalia, Yohan Daver
Copywriter: Yohan Daver, Sean De Jervis Sequeira
Art Director: Sapna Ahluwalia, Rebecca Daniel
Head of Production: Khvafar Vakharia
Executive Producer: Rahul Kulkarni
Business Head: Delon Mascarenhas
Sr. Business Partner: Tejal Turakhia
Business Partner: Shivani Dand
Strategy Director: Soumitra Patnekar
Strategist: Nidhi Sinha
Production House: Native Films
Executive Producers: Prithvi Raj Luthra, Surashmi Basu
Director: Nitish Sharma
DOP: Kavin Jagtiani
Producer: Radhika Puri
Line Production: Ravi Iyer, Kaushik Guha
Sound Engineer: Neville Dubash, Deepangshu
Post Producer: Hemanshu Singh
Assistant Director: Shreeda Patel
Editor: Debasmita Mitra
Online Artist: Shailendra M. Sharma (Prime Focus Studios)
Cast and Crew
Director: Nitish Sharma
Model: Priya Patel
Sound Recordist: Shalini Agarwal
Producer: Prithvi Raj Luthra
Editor: Tushar Ghogale
Production Controller: Jangbir Rangi
Assistant Director: Shivani Vyas
Voiceover Artist: Lisa Ray