Online pharmacy retail brand PharmEasy has launched its first campaign, ‘Take it easy PharmEasy.’ Conceptualised by Mullen Lintas, the campaign is a fun-filled remedy with vibrant use of colours and music and focuses on the core of the service promise — an easy way of ordering medicine with a healthy dose of saving on every order.
The film opens with a shot of a PharmEasy app user who looks visibly surprised with the flat 20% discount on his bill. In the subsequent shot, the user is shown fulfilling his long-awaited desire, something he could spend on only by saving money on typically unreasonable medical bills. To complement this, the famous dance track of the ’90s, Urvashi (composed by AR Rahman from the movie Kadhalan), adds to the memorability of the film. With a small tweak, the soundtrack conveys the message in a fun and quirky way, Take it easy PharmEasy.
Dhaval Shah, Co-founder, PharmEasy, said, “We are very happy to work with the Mullen Lintas team and the results are very exciting. They have taken our simple brief and created something beyond our expectations. Considering the agency's work portfolio, we are confident that the association, especially this campaign, will ensure an effective brand strategy and communications and give us the desired growth.”
Amer Jaleel, Group Chairman and CCO, MullenLowe Lintas Group, said, “Sometimes an idea is so tempting and obvious that you feel that it has to be wrong just because it comes so easy. We had such an idea on PharmEasy. The only reason why we went ahead with full conviction was that the strategy, the idea and the execution were so fused with one another that it became undeniable. Take it easy PharmEasy, can be an eternal tonality and idea for the brand.”
Agency: MullenLowe Lintas
Creative: Amer Jaleel, Garima Khandelwal, Ripanka Kalita, Ashwin Joharapurkar, Shashank Salaskar, Chandni Dave
Account Management: Virat Tandon, Priya Balan, Noopur Khandekar, Zeba Shaikh
Planning: Ekta Relan
Production: Early Man Films
Director: Abhinav Pratiman
Producer: Amarjeet Phukan