SRL Diagnostics launched a digital video campaign #DoctorKnowsBest featuring band ambassador and fitness icon Shilpa Shetty Kundra. The campaign has been conceptualised by MullenLowe Lintas.
Ideally, a diagnostics lab must be chosen based on a doctorâs recommendation. However, many a times, a consumer decides to visit a diagnostics lab based on the proximity, ambience and discounts offered. SRL believes that a doctor knows best and one should consult a doctor before choosing a diagnostics lab for getting a test done.
In the series of videos, protagonists are seen discussing about how to choose a diagnostic lab. On hearing suggestions ranging from randomly choosing any lab to selecting a five-star hotel like ambience lab, Shilpa Shetty is seen joining the conversations and suggesting that the lab should be chosen based on a doctorâs recommendation as the doctor knows best.
Vikram Ahluwalia, Director, Marketing, SRL Diagnostics, said, âWe, at SRL Diagnostics, have always been the forerunners in educating customers to lead a healthy lifestyle. We have always believed that doctor knows best. Research supports our point of view that a diagnostics lab should be chosen based on a doctorâs recommendation. However, many a times, a consumer decides to visit a diagnostics lab based on the proximity, ambience and discounts offered. We want to emphasise that when it comes to choosing a lab, doctor knows best.â
Taking the digital-first route, the campaign has been released on YouTube, Instagram and Facebook. The choice of digital as a medium was undertaken keeping in mind the high-engagement rate, which leads to more trials compared to the traditional media. The films have received lot of positive response from the audience and garnered millions of views on YouTube within a week.
Shilpa Shetty Kundra, who personally abides by this philosophy, shared the video on her Instagram and Facebook handles, which garnered half a million views in social media just within 24 hours.
Client: SRL Diagnostics
Director, Marketing: Vikram Ahluwalia
Head, Consumer, Brand & Digital Marketing: Mayank Mathur
Brand Manager: Anjali Singh
Brand Manager: Mohit Jailkhani
Digital Marketing Manager: Arzoo Mann
Agency: MullenLowe Lintas
Key agency officials: Naveen Gaur, Anurag Prasad, Janmenjoy Mohanty, Mohit Arora, Anup Bhaskar, Madhumita Chandrasekaran, Sharika Bharat, Arpan Bhattacharya, Vishakha Sharma
Production house name: Chaikhari Films
Director: Amit Pandirkar
Producer: Sachin Pandirkar