Stem cell banking company Cordlife unveils first-ever advertising campaign
Conceptualised by Rediffusion Y&R, the commercial attempts to communicate the various emotions the would-be parents go through as they get ready for a new beginning in their lives and highlights the merits of stem cell banking
As one of the early birds in the advanced umblical cord and cord blood processing, testing and cryopreservation business, Cordlife India has begun its first-ever advertising campaign—Nayi Zindagi Ki Shuruat—across all verticals in the country.
According to a Cordlife statement, the objective of the campaign was to create a sense of responsibility amongst the expecting parents. The brand wishes to stimulate the masses by making them think in the lines of being a responsible parent from the beginning, with the realization of parenthood.
Meghnath Roy Chowdhury, MD of Cordlfe said, “Through this campaign, we wish to reach out to the urban couples who are not only well-informed but give utmost preference to the safety of their family. The communication portrays the importance of cord blood banking and how the technologically backed practice can prove to be a boon for the child in future. It promises to not only create an awareness for the brand – Cordlife but also prove to be beneficial for the industry.”
Storyboard
The campaign captures the emotions that a couple goes through when they are expecting, the changes they experience and the responsibility that they are preparing for. Coupled with the joys of parenthood and the happiness in welcoming a new life amidst them, the decision of securing their child’s health is something that all parents want to do. Cordlife India introduces to them a technology that reassures parents that their child’s safety is insured. The campaign raises an important question about the ‘birth of a parent’ and highlights the responsibilities that come with it even before the child is born.
Conceptualised by Rediffusion Y&R, the 60-second commercial attempts to communicate various emotions of the would-be parents go through as they get ready for a new beginning in their lives and explains the merits of stem cell banking.
The TVC plays around the basic concept of cryopreservation, and tries to educate viewers of the benefits of the technology.
Watch the video here:
Makers speak
Nilanjan Dasgupta, Executive Creative Director, Rediffusion Y&R said, “When is a parent born’ is the insight we decided to work on because there are many things in life that can give birth to or define parenthood, amongst which ‘responsibility’ seemed to be the most significant one. In terms of making the film, the challenge was to seamlessly merge the emotional aspect of being a parent and the functionality of the product.”
Sanju Menon, Branch Head, Rediffusion Y&R, Kolkata said, “The campaign introduces to-be parents to a technology that is soon to become prevalent when it comes to insuring the health of their child. The insight tapped in to is differentiated and we hope that this works in creating a unique space for the brand. The film also explains the benefits of cord blood banking which should help in increasing awareness and also increase the size of the category.”
Counterpoint
Manoj Bhavnani, Senior Creative Director, DDB Mudra West, said, “The joy of being a parent starts before your child is born. Any couple expecting a baby would have been able to relate to this thought. And a creative team would have loved to work on this brief. Sadly, it seems the tried and tested (to death) baby kicking and pregnancy stick won out over the innumerable joys a couple experiences in the nine months of pregnancy. The agency tugged the heartstrings by following the rules. If only they would have broken a few, maybe they would have won our hearts instead.”
Fineprint
Cordlife operates one of the largest network of umbilical cord and cord blood stem cell banks in the Asia Pacific region, covering Singapore, Hong Kong, India, Indonesia and the Philippines. It has a multi-product portfolio operates in the healthcare domain. Very recently it acquired one of the majority stake at Stemlife, the largest Stem Cell Bank in Malaysia furthering its Geographical reach and dominance in the Asian Market. Cordlife has established itself as the dominant market player in most of the markets it is present in besides being the leader in some of the markets. It is one of the top three players in any of the markets it is present in. Cordlife is listed on the Main board of the Singapore Stock Exchange. All the Banking facilities of the Group are designed as per International standards and adhere to the same, benchmarked against the International best practices. Three out of the above facilities are AABB accredited (formerly known as the American Association of Blood Banks).
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
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COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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