MUMBAI: In a unique attempt to create realism, BBH India has released an ad film for the pharma firm Abbott Healthcare Pvt Ltd on TV and digital on 22 May, featuring the real cast and crew of the film who come together to overcome a specific health condition.
The film extends to create an integrated approach to story-telling with each of the eight key cast and crew telling his or her own story. The campaign became possible because of their spirit, backed by modern healthcare and Abbott’s breakthrough products.
Talking about the campaign, Abbott regional marketing officer Joshua Grace said, “Helping people live their healthy and full lives is why we come to work. We have been creating breakthrough health products for over 125 years, and we recognize the unstoppable spirit of people, who are getting on and living amazing lives, despite the health challenges they face. This campaign is about telling the story of their spirit and inspiring others to feel they too can do the same.”
BBH India CCO and managing partner Russell Barrett said, “It's so much more persuasive to do instead of saying. That's what we've managed with this campaign. Instead of merely capturing an actor, in a situation, we've turned the camera inwards and demonstrated how amazingly resilient and unstoppable people are when confronted with health challenges. It was a huge challenge to create a film like this and that we succeeded is a testament to the brilliance of the cast and crew behind the ad.”
The campaign story focuses on how modern healthcare has helped people to push past the seemingly impossible to have a life full of rich experiences and fulfilling moments. In line with Abbott’s philosophy, ‘Life.to the fullest’, this campaign builds on Abbott’s 2016 campaign by BBH India. The TVC naturally extends from last year’s activity also created by BBH India, which received an overwhelming response from across the industry. Last year’s radio campaign showcased three real people who recorded live radio ads while rafting through rapids, paragliding, or running the Ladakh marathon, despite facing heart disease, diabetes and the challenge of ageing healthily. It was the first ever radio campaign to be recorded live.
BBH India managing partner and CEO Subhash Kamath said, "I think we're onto something really big and long lasting. Real stories of real people, living life to the fullest, were something we started last year on radio and online video. We are taking it to the next level this year by creating a real story for television too."
