Home >> Advertising >> Article

Metropolis Labs nudges people to look beyond the obvious on Mother’s Day

11-May-2018
Font Size   16
Metropolis Labs nudges people to look beyond the obvious on Mother’s Day

Every Mother's Day, social feeds are replete with brands putting out sentimental communication, humorous even and more commonly, look to woo audiences with tactical offers that would make the day special for mothers.

This year Metropolis, India's leading chain of pathology labs and diagnostics has got into the act, albeit with a twist, with the campaign #OneThingAboutMom, devised and executed by 21n78e Creative Labs.

According to Piyush Kumar, Chief Marketing Officer, Metropolis Healthcare, “Metropolis as a brand stands for inner health. We believe that every human being deserves to know truths, and our aim is to present these truths in the most human way possible. We wanted to celebrate the occasion of Mother’s Day by not being clinical, but by acknowledging their human-ness, because they are much more than mothers. And along with that give a gentle nudge to all, to be a bit more conscious about their health.”

“The all-too familiar trope of ‘Your mother has done so much, make her feel special’ is a tokenism we wanted to steer clear from”, says Navin Kansal, Chief Creative Officer, 21n78e. “With #OneThingAboutMom, we want to ignite conversations between our mothers and us in a way that is more spontaneous and get them to open up to a side of themselves that they would perhaps never have, including their health.”

Adds Sudhir Nair, Managing Director, Omnicom Media Group, “The insight for this campaign stemmed from the fact that for mothers, their health is often the last thing on their minds because they typically tend to put family before self. They endure ailments silently, and aches, niggles or any sort of discomfort – whether physically manifested or not, are perceived as natural consequence of ageing. We wanted to use this opportunity to get thinking more proactively about our mothers’ health.”

Besides the brand film, the campaign has been rolled out across social media channels, and further amplified on radio, cinema and other platforms.

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

BookMyShow, Uber, Chumbak, Viacom18 and Radio City are some of the clients of the company

right
left
KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018

Experts from the advertising industry revealed their mantra for publishers at a recent event held in Delhi

Competition Vs Collaboration. Experts discuss which will help both digital and traditional media produce best results

He is said to be considering various offers and will take a decision soon