DENTSU CREATIVE India, in collaboration with Orange Health Labs, a prominent health-tech start-up, has launched a comprehensive campaign focusing on a critical yet underrecognized issue in the healthcare industry—the impact of blood freshness on test accuracy.
In December 2022, DENTSU CREATIVE India was entrusted with Orange Health Lab’s creative mandate, encompassing the provision of 360-degree creative solutions and the expansion of the brand’s reach to audiences across India.
The campaign, featuring renowned actor and Orange Health Labs’ brand ambassador Ayushmann Khurrana, adopts a tongue-in-cheek approach. The films depict Ayushmann taking a blood sample to the lab while highlighting the issue of batching in the healthcare industry. Through this campaign, Orange Health Labs underscores its distinctive offerings, including home sample collection, rapid 2.5-hour testing, elimination of batch testing, and the assurance of 100% accurate results.
Dhruv Gupta and Tarun Bhambra, Founders of Orange Health Labs, expressed their thoughts on the campaign, stating, “Orange Health Labs was established to provide the convenience of on-demand at-home collections while ensuring accurate reports for consumers. This campaign aims to raise awareness that with Orange Health, you can now have both. We are thrilled to have Ayushmann as our brand ambassador, as his work represents modern and logical choices.”
Indrajeet Mookerjee, President – South and West, DENTSU CREATIVE India, added, “Amidst the pandemic, the healthcare industry has become saturated with players, making it challenging for consumers to make informed decisions. Our challenge was to develop a sharp and witty campaign to cut through the clutter and emphasize Orange Health Labs’ core propositions of speed and accuracy.”
Siddharth S, Executive Creative Director at DENTSU CREATIVE India, commented, “While effectively conveying the message is crucial, it is equally important not to distress our consumers. Our campaign employs humour to communicate the idea that the ‘Freshest samples yield the most accurate results’.”
By addressing the impact of blood freshness on test accuracy, the campaign by DENTSU CREATIVE India and Orange Health Labs aims to raise awareness, provide a unique solution for consumers, and differentiate Orange Health Labs in a saturated healthcare industry. Through the collaboration with Ayushmann Khurrana as the brand ambassador, the campaign seeks to convey the importance of on-demand at-home collections and accurate results in a lighthearted yet informative manner.
