Fortis rolls out its pan-India Brand Campaign

Gurgaon, July 17, 2015: Fortis Healthcare Limited (Fortis), India’s leading healthcare delivery provider, today launched its pan-India brand campaign TVC (TV commercial) with ‘Excellence Uncompromised’ as its central theme.

This is Fortis’s first multi-platform brand exercise, spanning television, digital (web & social), print, outdoor, and cinema. The television commercial (TVC), created by Leo Burnett will be aired on all General Entertainment and News channels from July 31, 2015. The ad film will be screened in cinema halls and across all digital platforms, beginning today.

The campaign’s objective is to build equity for ‘Brand Fortis’. Hospital choice in India is primarily driven by the choice of empanelled Doctors, and there’s little that any healthcare provider has done to create its own Brand. Thus, this is a first endeavor not just for Fortis but a first in the healthcare industry, whereby the aim is to build positive associations and expectations from the ‘hospital brand’, that leads people to trust every doctor that they see at that hospital.  Fortis wants to build this positioning and create preference by highlighting its superior medical expertise and proven clinical excellence.

As part of the campaign, Fortis has also launched Hands of Hope initiative to provide life-saving medical treatment to the underprivileged children suffering from critical conditions. Everyone can participate in this noble initiative by logging in to a microsite - www.handsofhope.co.in via their Facebook or Twitter accounts. Every new member becomes a Hand of Hope. The more number of people that join this virtual human chain, Fortis will be able to undertake those many more medical interventions at its own cost, as for every person joining, Fortis is going to contribute 1 Re towards treatment of children in need of live saving healthcare solutions. Further, this microsite will also showcase more stories of Fortis’ uncompromising excellence, covering multi super specialties.

 Brief shared with the agency – Leo Burnett
The brief to the agency - Fortis wants to position the brand on the promise of ‘Excellence Uncompromised’. Excellence Uncompromised is translated as: ‘At Fortis we’ll do whatever it takes to make sure that we don’t make any compromise in how we deliver cutting-edge medical care to our patients.’ This comes from a core insight of our target group, wherein we learnt that when it’s a matter of health, people do not want to take any chances, as they fear that even a small error can extract a high price. So the brand must intervene at a level where people can have supreme amount of trust & confidence that here’s a place that won’t leaving anything to chance and will give its absolute 100%.
Film Descriptor (i.e. describing the film)
For a family ‘living with a disease’, hope is all that they cling to. Even though the family comes with a faint hope, Fortis does ‘whatever it takes’ and gives it 100% to give their hope a fighting chance.
The TVC captures the story of young Amar Agarwal who suffers from end-stage heart failure at a tender age. His parents run from pillar to post in search of treatment for their only child. They are turned down by couple of doctors due to lack of expertise to treat such critical illness. In the end, a doctor refers the family to Fortis where the child undergoes a complex heart transplant and giving him a new lease of life.

Excerpts from Company Spokesperson-

“We wanted to tell the story of our brand in the most believable and humane way, especially because the TVC is based on a true story of a Fortis patient. Hence we looked at a very real style of storytelling. Thus what we’ve ended up creating is almost like a short film or a docu-drama, where the Brand is just a meaningful participant in the story, as against a typical ad commercial” said Gaurav Dudeja, Head - Marketing, Fortis Healthcare.
Ravpreet Ganesh, Executive Vice President, Leo Burnett added that “We thought its best to tell the story from a patient’s lens and not from the brand’s perspective. The idea was to establish an emotional connect with patients and their families. Thus, the emotion of hope became center stage of this campaign. Hope is all a family has when they are living with a disease, and we through our campaign we have tried to establish how Fortis intervenes to keep this emotion of Hope stay alive.” 

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Goibibo gets listed as the 2nd most Popular Brand

New Delhi, May 15, 2015: Goibibo.com, one of India’s top three online travel aggregators has been recognised as the second most renowned digital service brand by Brand Equity, an Economic Times vertical, as per their brand survey 2015. The survey is an annual activity hosted by the publication with a unique methodology to capture the names heading consumer preferences. The leading online travel player that registered as one of the Most Exciting Brands 2015 has won tremendous acceptance and appeal among customers for its quality of services with its mobile app clearly pushing the envelope in its category.

Most Exciting Brands 2015 scrutinised the leading 100 brands across several genres among a particular age group. The publication was keen on gathering feedback from consumers who belonged to the SEC A household, in seven cities including Bengaluru, Delhi, Kolkata, Mumbai, Ahmedabad, Pune and Chennai. The collectibles for the survey were gathered from the youth in between the age group of 15-26 years, via interviews conducted at graduate/ post-graduate colleges, business parks/ offices in each of the cities. Goibibo.com sealed its position in this survey that included brands covering verticals from Accessories to Personal Care.

The basis for the study was built on The Economic Times’ most trusted brands survey. The respondents were asked for their rating on the most familiar brand on a scale of 10. Post the entire session of gathering choices across the cities, the Brand Equity team along with The Economic Times Brand team, listed six main points for selecting the most exciting brands across the genres.

The attributes for the Study included:

1) This Brand sets the owner or user apart as a trendsetter

2) This is a Brand to aspire for

3) This Brand is fun/lively

4) This Brand has got style

5) The Brand does exciting advertisements/ Events/ Communication

6) This brand is Edgy/ Irreverent

Keeping these attributes in mind, the field work was mapped with brands that cover relevant categories of service that are mostly accessible by the youth. Each brand was evaluated by 210 respondents. 189 brands were pre-listed prior to taking the survey ahead and were found to be the most preferred.

The evaluation was further processed by a Quantitative method on a four point scale which tested respondents on their familiarity with each brand. The four point scale included attributes like:

1) I have not heard of this brand

2) I have heard of this brand, but know nothing about it

3) I have heard of this brand, and know a little about it

4) I have heard of this brand and know it quite well

Calculating the final rating basis the average scores collected from the respondents, the final list of exciting brands was presented, in a direct comparison of the brands.

Goibibo.com, one of India’s top three online travel aggregators has captured significant mindshare in the market within a very short span of time. Innovation and speed that have driven Goibibo’s brand DNA have helped it scale new vistas in the travel category, achieving high growth figures through its unique consumer offerings.

The recognition by The Economic Times’ Brand Equity further confirms its popularity among end users in terms of brand salience and loyalty.

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Best TV advertisement for 2014

Advertisements have been entertaining us while watching our favourite TV shows. And without these, we might not able to get the proper shows on televisions channels.

The more advertisements, the best serials after all the money is the biggest motivation for all.

We planned to bring our some of the best advertisements are being aired on TV channels. But reduced our list to one - best advertisement for 2014.

Here is the best advertisement for 2014. The concept is new, so as the presentation. Interestingly, the add itself look like a movie, that enthrall you. Hope you people would find it interesting too:

NEW NESCAFÉ AD 2014



Another advertisement we would like to add here, that is an advertisement about Cadboury's Gems chocolate advertisement, where old persons act like kids:

Watch it here, hope you'd enjoy this too:


Thanks for reading, please do comment here if you'd alike to vote you favorite ads.

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Advertising is not little truth?

Advertising is not little truth?

Advertising is not about little truth, in fact is a innovative way to reach customers. Without advertising the selling a product would not be possible, in this digital age, where there is huge competition.

Companies spend money on advertising with aim to boost sales and reach customers. Of late, the scope of advertising is wide spread.

 If you believe that the companies have been hiding any truth about their product, no not at all. They have been highlighting qualities of their product.

Just consider, in a few seconds of ads, how product description could be given. Yes, in the complete review, you may come to know about some the feature that the advertisements don't show or highlight.  

And it is also fact that, we don't take all the assurance given in advertisement for granted. Customers do use products, after the advertisement appeal to them.

But the continuation of choice depend on the product and the quality. Once customers like the quality in a product, they would like to go for it, gain and again.

Quality is the best thing to retain customers in business and advertising helps to educate customers about the products.

And advertisement is not the way to judge the truth about any product. For that one need to use the product, before reaching any conclusion.

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Business Principles: Attitude towards Customers

In business principles, attitude is definitely one thing that definitely matters if you are a marketing person and are dealing with customers.

While doing business, you may be selling just a pencil or you may be dealing with equipment that costs crores, but the core point is that you are dealing with customers.

Many people have this attitude that I am selling a product that is not much worth in terms of money and the person I am going to meet is just another guy and they do not have a professional approach in business.

It is not always necessary that your client or customer will always be a person who will be sitting in a closed cabin to do business. He or she may be the person next to you and just like you ordinary.

But never theless it is your responsibility to have a professional approach towards him or her. For example, in business you are selling a tractor and your customer is a farmer, it does not mean that you go him with wrinkled shirt and talk to him casually and without respect.

He may be a farmer but you are earning your pay cheque and commission because of him, if he is not there you is not there.

So, he should be treated with respect and your approach should be professional. The way you convince him or try to talk to him may be different from others, but your attitude towards him should not change. Whatever he is, however he is he is your customer and you should treat him like that.

A successful marketing or sales person knows that his success always depends upon the way he approaches his customer and his convincing abilities.

But in any case his approach should always be professional and he should wish for the good of the customer and how his product will benefit him and add value to his life. If this is kept in mind you will see only success in business.

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Advertising is a Waste of Resources

Definitely not, now a day’s hardly can anyone imagine taking or launching a new product into the market without advertising. Advertising is a medium that bridges the gap between the consumer and the company’s product. It is because of advertising that people come to know about a particular product, its features uses, etc. Hardly does any person has a time to esquire about a new product, its features etc, nor would any one bother to do so. Even in case of purchasing the products for which they pay very huge amounts, take for example, Gold, Electronics, and Appliances, people depend on ads.

Now a days each and every company is struggling hard to make its own mark in the market, and for that they are constantly concentrating on improving and inventing new kinds of products. So, every day there are various kinds of qualitative and quantitative products launched in the market. If you are the one among those who believe that if the quality of the product is good, and you have been there in the market since how long. You are wrong to some extent.

Every day people watch and come across so many ads through seeing hearing etc. This definitely has an effect on them. People who spend crores on ads, hire professionals and stars or sports person, are not fools when they are doing so. They know that, what is there repeatedly in the view of the consumer, is there in his mind also, and influences his purchasing or choosing, decision while purchasing a particular product. Even if you are there in the market for a long time and are well established, you still need to advertise. Because there are new kinds of more qualitative and quantitative products flooding the market every day.

So, definitely advertising is not a waste of resources but the need of the hour.

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Business Rule: Build Your Own Brand

 BUILD YOUR OWN ‘BRAND’
People understand and recognize the value of a product, by a simple brand name; just a name is enough to determine, and to say all about the quality of the product. It really takes a great amount of qualitative and persistent effort, either on the part of a person, or an organization to develop such brand image, where in people have no second thoughts about whatever they say, do, or about the products.

Developing a brand image of its own is very important for an organization, if it wants to survive the competition and reach the top position. Building a brand image is not an easy task, but it is not that difficult that we cannot dare to do it. Sticking to basic principles, maintaining the good will in the market, continuous invention and betterment, always giving priority to the quality and quantity, either of the services provided or the products are a few important things to be followed for creating a band name of your own.

Brand name does not necessarily be of the products or organization, 'you' as person can be a brand, the value you have as a person creates a brand of your own self in the market. Take for example, 'Amitabh bachhan' he himself is a brand, because of what he means to the public and the love and respect he gains from people. Similarly many other people belonging to various fields, have created a brand of their own because of their character and behavior, if people take them for granted, for whatever they say, or do it is because of their own brand image.

You may be an employee or a worker or an entrepreneur anything but if you have successfully built that brand image for yourself or for your organization, no one can stop you from being successful.

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