PharmEasy partners with Mullen Lintas to unveil first ever campaign

The 'Take it easy PharmEasy' campaign is a quirky rendition of the popular AR Rahman track 'Urvashi' from the movie Kadhalan

e4m by exchange4media Staff
Published: Oct 1, 2018 5:53 PM  | 2 min read

Following the recent appointment of Mullen Lintas' Mumbai office by the online pharmacy retail brand PharmEasy, the agency has conceived a multi-film campaign for the brand.

For a category that promotes buying the colourful bitter pills, PharmEasy's maiden campaign feels like a fun-filled remedy with vibrant use of colours and music. The campaign thought focuses on the core of the service promise - ease of ordering with a healthy dose of saving on every order.

Speaking about the campaign, Dr. Dhaval Shah, Co-founder, PharmEasy, said "We are very happy to work with the Mullen Lintas team and the results are very exciting. They have taken our simple brief and created something beyond our expectations. Considering the agency's work portfolio, we are confident that the association, especially this campaign will ensure an effective brand strategy and communications and give us the desired growth."

The film opens with a shot of a PharmEasy App user who looks visibly surprised with the FLAT 20% off offer on his medical bill. In the following shot, the user is shown fulfilling his long-awaited desire, something that he could spend on only by saving money on typically exorbitant medical bills. To complement this, the famous dance track of the 90s - Urvashi (composed by A R Rahman from the movie Kadhalan) adds to the memorability of the film. With a small tweak, the soundtrack conveys the message in a fun and quirky way - Take it easy PharmEasy. Also, it appears that the soundtrack will manage to attract a slightly older audience too.


Commenting on the campaign, Amer Jaleel, Group Chairman and CCO, MullenLowe Lintas Group, said "Sometimes an idea is so, so tempting and obvious that you feel that it has to be wrong just because it comes so easy. We had such an idea on PharmEasy. The only reason why we went ahead with full conviction was that the strategy, the idea and the execution were so fused with one another that it became undeniable. Take it easy PharmEasy, can be an eternal tonality and idea for our brand. With apologies and respect to Prabhu Sir, we are unleashing our version of Dancing Uncles!"

The campaign will be actively promoted online and offline.

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