Tata 1mg

Indian Army Medical Corps

Client
Tata 1mg
Project
Documentary
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https://vimeo.com/292294389

Brief & Insight

As the 69th Republic Day approached, 1MG, India's most trusted healthcare app, decided to shine a spotlight on the selfless medics in the Indian Army. Their mission was to pay tribute to the heroes behind the protectors. The brand aimed to craft a campaign that restored confidence in the medical field by emphasising honesty, integrity, and transparency. The thought stemmed from a desire to stand out from the plethora of content solely focused on the soldiers. For the first time, the red colour representing the Army Medical Corps took centre stage.

Our Approach

Amidst the applause for the brave soldiers of the Indian Army who stand tall dedicated to safeguarding India's citizens day and night, a group of unsung heroes often remained hidden in the shadows – the Indian Army Medical Corps, the silent saviours of the soldiers. We decided to pay homage to the medical personnel serving in the Indian Armed Forces through a beautiful storytelling piece that depicted the deep bond between the soldiers and the medics. Their goal was to create a communication piece that would capture their personality as a brand, and generate high recall and engagement among their consumers.

Key Results

Within four days of its release, the campaign garnered over 9 lakh views, with nearly 6000 shares. It also caught the attention of NDTV, spreading its message even further. 

Brief & Insight

As the 69th Republic Day approached, 1MG, India's most trusted healthcare app, decided to shine a spotlight on the selfless medics in the Indian Army. Their mission was to pay tribute to the heroes behind the protectors. The brand aimed to craft a campaign that restored confidence in the medical field by emphasising honesty, integrity, and transparency. The thought stemmed from a desire to stand out from the plethora of content solely focused on the soldiers. For the first time, the red colour representing the Army Medical Corps took centre stage.

Our Approach

Amidst the applause for the brave soldiers of the Indian Army who stand tall dedicated to safeguarding India's citizens day and night, a group of unsung heroes often remained hidden in the shadows – the Indian Army Medical Corps, the silent saviours of the soldiers. We decided to pay homage to the medical personnel serving in the Indian Armed Forces through a beautiful storytelling piece that depicted the deep bond between the soldiers and the medics. Their goal was to create a communication piece that would capture their personality as a brand, and generate high recall and engagement among their consumers.
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Key Results

Within four days of its release, the campaign garnered over 9 lakh views, with nearly 6000 shares. It also caught the attention of NDTV, spreading its message even further. 

Brief & Insight

As the 69th Republic Day approached, 1MG, India's most trusted healthcare app, decided to shine a spotlight on the selfless medics in the Indian Army. Their mission was to pay tribute to the heroes behind the protectors. The brand aimed to craft a campaign that restored confidence in the medical field by emphasising honesty, integrity, and transparency. The thought stemmed from a desire to stand out from the plethora of content solely focused on the soldiers. For the first time, the red colour representing the Army Medical Corps took centre stage.

Our Approach

Amidst the applause for the brave soldiers of the Indian Army who stand tall dedicated to safeguarding India's citizens day and night, a group of unsung heroes often remained hidden in the shadows – the Indian Army Medical Corps, the silent saviours of the soldiers. We decided to pay homage to the medical personnel serving in the Indian Armed Forces through a beautiful storytelling piece that depicted the deep bond between the soldiers and the medics. Their goal was to create a communication piece that would capture their personality as a brand, and generate high recall and engagement among their consumers.

Key Results

Within four days of its release, the campaign garnered over 9 lakh views, with nearly 6000 shares. It also caught the attention of NDTV, spreading its message even further. 

Brief & Insight

As the 69th Republic Day approached, 1MG, India's most trusted healthcare app, decided to shine a spotlight on the selfless medics in the Indian Army. Their mission was to pay tribute to the heroes behind the protectors. The brand aimed to craft a campaign that restored confidence in the medical field by emphasising honesty, integrity, and transparency. The thought stemmed from a desire to stand out from the plethora of content solely focused on the soldiers. For the first time, the red colour representing the Army Medical Corps took centre stage.

Our Approach

Amidst the applause for the brave soldiers of the Indian Army who stand tall dedicated to safeguarding India's citizens day and night, a group of unsung heroes often remained hidden in the shadows – the Indian Army Medical Corps, the silent saviours of the soldiers. We decided to pay homage to the medical personnel serving in the Indian Armed Forces through a beautiful storytelling piece that depicted the deep bond between the soldiers and the medics. Their goal was to create a communication piece that would capture their personality as a brand, and generate high recall and engagement among their consumers.
Read More

Key Results

Within four days of its release, the campaign garnered over 9 lakh views, with nearly 6000 shares. It also caught the attention of NDTV, spreading its message even further. 

Brief & Insight

As the 69th Republic Day approached, 1MG, India's most trusted healthcare app, decided to shine a spotlight on the selfless medics in the Indian Army. Their mission was to pay tribute to the heroes behind the protectors. The brand aimed to craft a campaign that restored confidence in the medical field by emphasising honesty, integrity, and transparency. The thought stemmed from a desire to stand out from the plethora of content solely focused on the soldiers. For the first time, the red colour representing the Army Medical Corps took centre stage.

Our Approach

Amidst the applause for the brave soldiers of the Indian Army who stand tall dedicated to safeguarding India's citizens day and night, a group of unsung heroes often remained hidden in the shadows – the Indian Army Medical Corps, the silent saviours of the soldiers. We decided to pay homage to the medical personnel serving in the Indian Armed Forces through a beautiful storytelling piece that depicted the deep bond between the soldiers and the medics. Their goal was to create a communication piece that would capture their personality as a brand, and generate high recall and engagement among their consumers.

Key Results

Within four days of its release, the campaign garnered over 9 lakh views, with nearly 6000 shares. It also caught the attention of NDTV, spreading its message even further. 
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