Business News This Week
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.”
