Medulla Communications bags a Grand at Clio Awards 2017

It was for Integrated Marketing Campaign (Pharmaceutical) for Last Laugh

e4m by exchange4media Staff
Published: Nov 15, 2017 12:35 PM  | 3 min read

Medulla Communications has been recognised for four out of four at Clio Awards 2017 including its first Grand ever, and that too for the integrated campaign ‘Last Laugh’. The campaign also received two bronze for Events/Experiential and PR for Health & Wellness. It was also shortlisted for the best ‘Film’ - Branded Entertainment and Content.

The campaign ‘Last Words’ had thrived in raising awareness about Palliative Care and the Indian Association Of Palliative Care (IAPC). In India, even discussing about death is taboo. The problem is that even terminally ill patients and their families don’t address death, let alone palliative care. The fact is that Palliative care helps patients and their families get comfortable with death mentally and emotionally, accept it, even laugh about it. So as proof and demonstration of what Palliative care does, Medulla partnered with terminally ill patients to perform a series of stand-up comedy shows for their doctors, families and other unsuspecting audiences. These patients were selected from hundreds of terminally ill patients that IAPC associates support daily, and trained by India’s best stand-up comedians – Kunal Kamra, Kashyap, Vinay Sharma and Punit Pania.

On this occasion, Amit Akali, ‎Managing Partner & Creative Head - ‎What's Your Problem, says, “I’m excited and glad to receive our first Grand award and most of all to make a difference at the way the topic of ‘Death’ is looked at in India.”
Praful Akali, founder-director, Medulla Communications, adds, “Medulla thrives to work on insight based campaigns and is truly being recognised as one of the thought leaders in the healthcare industry globally.”
Last month, Praful was on the Executive Jury panel for the Clio Health ( awards as well as New York Festival’s Global Awards 2017 ( The jury sessions were held in New York and the panels together comprised of the crème de la crème of the global healthcare advertising industry.
India’s also performed well this year by receiving four of the 14 Grand’s awarded this year. The balance three were all won for Immunity Charm by McCann.

Trophy Medium Entry Type Brand
Grand Integrated Campaign (Pharmaceutical) Direct-to-Professionals INDIAN ASSOCIATION OF PALLIATIVE CARE (IAPC) -  LAST LAUGH
Bronze Events/Experiential (Pharmaceutical) Direct-to-Professionals INDIAN ASSOCIATION OF PALLIATIVE CARE (IAPC) -  LAST LAUGH
Bronze Public Relations (Health & Wellness) Health Services & Corporate Communications INDIAN ASSOCIATION OF PALLIATIVE CARE (IAPC) -  LAST LAUGH
Shortlist Film (Pharmaceutical) Direct-to-Professionals – Category: Branded Entertainment and Content INDIAN ASSOCIATION OF PALLIATIVE CARE (IAPC) -  LAST LAUGH

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