As one of the early birds in the advanced umblical cord and cord blood processing, testing and cryopreservation business, Cordlife India has begun its first-ever advertising campaign—Nayi Zindagi Ki Shuruat—across all verticals in the country.
According to a Cordlife statement, the objective of the campaign was to create a sense of responsibility amongst the expecting parents. The brand wishes to stimulate the masses by making them think in the lines of being a responsible parent from the beginning, with the realization of parenthood.
Meghnath Roy Chowdhury, MD of Cordlfe said, “Through this campaign, we wish to reach out to the urban couples who are not only well-informed but give utmost preference to the safety of their family. The communication portrays the importance of cord blood banking and how the technologically backed practice can prove to be a boon for the child in future. It promises to not only create an awareness for the brand – Cordlife but also prove to be beneficial for the industry.”
The campaign captures the emotions that a couple goes through when they are expecting, the changes they experience and the responsibility that they are preparing for. Coupled with the joys of parenthood and the happiness in welcoming a new life amidst them, the decision of securing their child’s health is something that all parents want to do. Cordlife India introduces to them a technology that reassures parents that their child’s safety is insured. The campaign raises an important question about the ‘birth of a parent’ and highlights the responsibilities that come with it even before the child is born.
Conceptualised by Rediffusion Y&R, the 60-second commercial attempts to communicate various emotions of the would-be parents go through as they get ready for a new beginning in their lives and explains the merits of stem cell banking.
The TVC plays around the basic concept of cryopreservation, and tries to educate viewers of the benefits of the technology.
Watch the video here:
Nilanjan Dasgupta, Executive Creative Director, Rediffusion Y&R said, “When is a parent born’ is the insight we decided to work on because there are many things in life that can give birth to or define parenthood, amongst which ‘responsibility’ seemed to be the most significant one. In terms of making the film, the challenge was to seamlessly merge the emotional aspect of being a parent and the functionality of the product.”
Sanju Menon, Branch Head, Rediffusion Y&R, Kolkata said, “The campaign introduces to-be parents to a technology that is soon to become prevalent when it comes to insuring the health of their child. The insight tapped in to is differentiated and we hope that this works in creating a unique space for the brand. The film also explains the benefits of cord blood banking which should help in increasing awareness and also increase the size of the category.”
Manoj Bhavnani, Senior Creative Director, DDB Mudra West, said, “The joy of being a parent starts before your child is born. Any couple expecting a baby would have been able to relate to this thought. And a creative team would have loved to work on this brief. Sadly, it seems the tried and tested (to death) baby kicking and pregnancy stick won out over the innumerable joys a couple experiences in the nine months of pregnancy. The agency tugged the heartstrings by following the rules. If only they would have broken a few, maybe they would have won our hearts instead.”
Cordlife operates one of the largest network of umbilical cord and cord blood stem cell banks in the Asia Pacific region, covering Singapore, Hong Kong, India, Indonesia and the Philippines. It has a multi-product portfolio operates in the healthcare domain. Very recently it acquired one of the majority stake at Stemlife, the largest Stem Cell Bank in Malaysia furthering its Geographical reach and dominance in the Asian Market. Cordlife has established itself as the dominant market player in most of the markets it is present in besides being the leader in some of the markets. It is one of the top three players in any of the markets it is present in. Cordlife is listed on the Main board of the Singapore Stock Exchange. All the Banking facilities of the Group are designed as per International standards and adhere to the same, benchmarked against the International best practices. Three out of the above facilities are AABB accredited (formerly known as the American Association of Blood Banks).