Urvasi, Urvasi… Take it easy PharmEasy!

PharmEasy's catchy ad by Mullen Lintas shows customers dancing to the song realising the ease of ordering with a healthy dose of saving on every order

e4m by Misbaah Mansuri
Updated: Oct 5, 2018 8:56 AM

We all know the feeling of humming a song from an ad without having a bull’s notion about it. It is true- few things can drive an advertising message home like a catchy jingle or a song. Whether your listeners love it or hate it, it will relate your brand name with a concept, idea, or promotion seamlessly.

Hitting the right notes, Pharmacy aggregator - PharmEasy recently released ads showing customers dancing to 'Urvasi Urvasi', a track composed by A R Rahman for the 1994 Tamil movie, Kadhalan. Conceptualised by Mullen Lintas' Mumbai office, the campaign thought focuses on the core of the service promise - ease of ordering with a healthy dose of saving on every order. 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. Lyrics in the song have been tweaked to include the line ‘Take it easy PharmEasy’.

The creative cut

Dhaval Shah, Co-Founder, PharmEasy, says that the team wanted to launch the brand nationally with a 360-degree campaign which includes TV, print, outdoor, radio and digital. He opines that the current e-pharmacy space in India is cluttered with a common messaging of X percentage off on medicines. “The biggest challenge was to create a differentiated brand that stands out from the ‘sea of sameness’ that exists in this category today. Our brief to the agency was to come up with a campaign which can seamlessly integrate with all media components. All this in a manner that builds the foundations of core brand positioning in an evocative, emotionally compelling way that over time builds a differentiated brand identity and persona with emotive connect, and as a corollary enables and amplifies consumer word of mouth/referral,” says Shah.

Amer Jaleel, Group Chairman and CCO, MullenLowe Lintas Group, shares that he found it a pretty cool coincidence that PharmEasy sounds like pharmacy. “Once we asked ourselves the question ‘What can you do with the savings that PharmEasy promises?’, the combination of that answer with the fact that whimsically you could imagine someone dancing to the tune of ‘take it easy’, made for a pretty interesting and amusing creative cut. Also we wanted to make the brand quite sticky since more than a couple of such e-comm players have already been around for a while. Invoking Prabhu Deva, you will admit, does it some amount of justice,” says Jaleel.

Over to experts

According to Titus Upputuru, National Creative Director, Dentsu One, the ads are quick and smart. “They add some life into the otherwise ‘dard se peedith’ pharma advertising. Despite being engaging and entertaining, the key message of discount is not lost,” asserts Upputuru.

For Shrenik Gandhi, Co-Founder and CEO, White Rivers Media, the category has seen some interesting marketing campaigns in the last few months, but this one takes the cake. Gandhi believes that the campaign will give the brand a far better share of voice and recall. “This series has perfect characters, tight script, catchy music, and apt cinematography. PharmEasy has come a long way from its once, 'emotional appeal' driven 'kadvi dava meethe daamo me' to this campaign. 'karlo apne shauk pure' as a campaign covers both, inherent virality and instant thought gratification,” he shares.

Ad filmmaker Gaurav Gupta says that the ad has won the battle to attention due to its catchy composition. "It’s good to see such a fun ad in a category like this. From the time I've watched it, I couldn't stop humming 'Take it easy, PharmEasy’. So I'm sure it will fetch the brand the desired brand recall and attention. Moreover, the ad communicates the brand offering beautifully," Gupta concludes.

Deepak Singh, Chief Creative Officer, The Social Street feels that the execution is fine. “Lot of brands have taken funny routes, but they too work only when there is a strong insight,” says Singh.

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