Mudra has been awarded the creative duties of Apollo Health and Lifestyle Ltd. which is a part of the Apollo Hospitals Group. Mudra South will be servicing the business. The incumbent on the account was Maa Bozell.
Apollo Health and Lifestyle markets its products and services under the ‘The Apollo Clinic’ and ‘The Cradle’ brands. The creative call is part of the initiatives that the Apollo Group has made in the healthcare sector. These are aimed at bringing in top quality healthcare within reach of various communities.
Confirming the news, S Radhakrishnan, Executive VP and Head, Mudra South, said, “Apollo is a prestigious healthcare brand. We are absolutely delighted to be partnering Apollo in their initiatives. Bal Deshpande and his team in Hyderabad have been making a lot of efforts in this category. It is going to be a challenging communications exercise, given latent demand and expectations at one level, and because some of the services may not actually have been experienced so far. There maybe some category push required as well.”
On the account size, Radhakrishnan said, “The amount of money they will spend will depend on the number of units they establish and thus long-term investment will be significant but we can't put a figure to it.”
“We have been working closely with the Apollo team here. I was delighted when they assigned the communication work to us on ‘The Apollo Clinic’ and ‘The Cradle’ brands. Our key task will be to drive home the advantages of the brands. We will also capitalize on the strengths of the Apollo Group as it is a formidable name in the healthcare sector. To my mind, the approach towards communication will be pretty customized and yet look at it holistically as the category is highly sensitive,” Bal Deshpande, Vice-President, Mudra South, added.
The work will commence immediately and will follow a total branding approach. The rollout of communication will follow the brands as they move across geographies.