Medlife's new campaign hard-sells its app's benefits, offerings

Medlife, the one-stop online healthcare platform and e-pharmacy, has launched a new campaign, ‘Lafaddu Lal’, in an effort to bolster its marketing and communication efforts.

The 360-degree campaign, conceived by Soho Square, Bengaluru, features actors Boman Irani and Varun Sharma as a comical father-son duo. Irani plays a father who is particular about his medication and Sharma as his ‘Lafaddu’ son who keeps forgetting to order his dad’s medicines from Medlife.

These humorous films are supported by print and outdoor mediums. They show the father-son duo in different scenarios to bring out various benefits and offerings, available on the Medlife app. The campaign aims to showcase the ease, comfort and convenience of ordering medicines online. Medlife’s unique features like monthly subscription for medicines are also presented in a light-hearted way. Through this campaign, Medlife continues to build on the brand promise of being ‘obsessed with health’, urging people to explore the convenience of an e-pharmacy or risk being labelled ‘Lafaddu Lal’!

Medlife’s unique offerings include a 48-hour delivery promise with an assurance of ‘100% genuine medicines’. It also offers assured savings on medicines every time a person places an order on the app. It also has a subscription feature through which consumers with a chronic illness can get their monthly refills on-time without the hassle of running around the pharmacies.

Tushar Kumar, CEO, Medlife International Pvt. Ltd., said, “Both Boman and Varun bring in a dash of freshness to the brand and stand for everything that clearly defines the attributes of Medlife viz. New-age, energetic, cheerful, aspirational, innovative and consistent. We are really kicked up about this association and hope the journey ahead is going to be furthermore exciting.”

Sumanto Chattopadhyay

Sumanto Chattopadhyay, Chairman & Chief Creative Officer, Soho Square India, summarised the films as “A chuckle-inducing campaign featuring a slightly sarcastic father and his bumbling son, help us deliver Medlife's message in a memorable way.”

Naveen Raman, Sr Vice-President & Branch Head, Bengaluru, Soho Square and Bates India, said, “Medlife is among the top few players who are pioneering the online medicine category in India. Earlier this year, we launched a campaign to create brand awareness. Now, the objective is to be more specific and talk about the unique benefits that Medlife offers to its consumers.” 

“The consumer looks for availability, price and convenience and that’s what our film communicates in a light-hearted manner. Sarcasm and carelessness between a father and son is a very relatable behaviour in the Indian context. Lafaddu Lal is the creative idea that binds the relationship. And, who better than Boman and Varun to play the characters!” Raman added.

The new ad campaign will be launched on the digital platform at the onset, followed by a strategic media plan for television, outdoor and print to get the desired impact.

The TVCs:

1) Apps for all: (Download Medlife app - discount offer on all medicines) - Public

2) Monthly Refill:  (Month end? Don’t worry with Medlife’s medicine subscription) - Unlisted for paid promotion

3) Bhoolna – Medlife: (Don’t forget Medlife medicine subscription) - Unlisted for paid promotion

4) Mehnati: (Don’t strive when its easy with Medlife) - Public

Credits:

Client: Medlife.com

Agency: Soho Square

Creative: Sumanto Chattopadhyay, Rwitayan Mukherjee and Mayur Varma

Account Management: Naveen Raman, Supreeth Murthy and Vishakha Priya

Production House: Absolute Productions

Director: Shlok Sharma

Info@BestMediaInfo.com