“Nanhee Roshanee”, 1mg

A fresh take on the spirit of Diwali


1mg is an online healthcare brand dedicated to rebuilding trust in the medical community through honesty, integrity and transparency. The brand wished to create a communication piece on Diwali that engaged their community and was also strategically aligned with their positioning

Our Approach

Diwali is a time of celebration, joy and family. Keeping 1mg’s vision in mind, we decided to create a communication piece that brought their belief in bringing back the ‘human’ aspect of healthcare to the forefront.
Every year there is a section of people that miss out Diwali festivities – those admitted in hospitals, confined to their beds. We decided to create an integrated campaign wherein we brought Diwali to those who would have otherwise missed out. In collaboration with the doctors at Nayati Medicity, Mathura, we created a heartfelt Diwali celebration for the patients admitted there. This experience included a variety of performances. Even the doctors pitched in and actively engaged with their patients, focusing on bonding with them on a personal level as opposed to their usual clinical interactions.


The campaign generated mass positive referral, with multiple comments and shares from viewers. It also strengthened consumer understanding of 1mg’s vision by showcasing what the brand stands for and the change it is actively trying to bring about.