How integrating on-ground brand activation with Digital amplifies conversations around a brand

A home healthcare service provider based out of Delhi was launching its services in Mumbai. They wanted to do an integrated campaign involving both traditional and digital media. Breaking through the clutter of established brands in a saturated market like Mumbai was a significant challenge for the start-up. The brand sought an innovative media touchpoint and a distinctive communication strategy that would capture the attention of its target audience. After extensive research and brainstorming, the Mumbai local train was identified as the ideal medium. With nearly eight million daily commuters, it offered unparalleled reach. However, since railway stations and train interiors were already saturated with conventional advertising, the brand needed a more disruptive approach. The campaign leveraged the train announcement system—something commuters rely on to avoid missing their stop. Instead of announcing the next station correctly, the announcer deliberately mentioned a station that did not exist. The unexpected announcement instantly created confusion and curiosity, effectively communicating the message about Alzheimer's disease and how memory loss can affect everyday life. The unusual activation sparked conversations among commuters, many of whom shared their reactions on social media. The resulting buzz generated significant brand awareness, attracted attention from the medical community, including insurance and pharmaceutical companies, and earned coverage in leading marketing and digital publications.

• •Home ICU setup
• •Cancer treatment at home
• •Home nursing and physiotherapy
• •Doorstep delivery of chronic medicines through its own distribution network
• •Delivery of nearly 70% of clinical procedures at patients' homes

Entering a market dominated by well-established healthcare brands made it difficult for the new entrant to gain visibility and mindshare.

• •Mumbai launch announcement banner on the brand's website
• •Exit pop-up featuring an exclusive launch offer for Mumbai users
• •Updated social media cover images announcing the launch
• •Launch posts across Facebook and Twitter
• •Campaign announcement video
• •Local influencers shared commuters' reactions from Mumbai local trains
• •Reaction videos amplified across digital platforms
• •Launch of a Mumbai-specific toll-free number and brand film
• •Coverage by news portals and influencer amplification
• •#HCAHwithMumbai initiative highlighting patient care during the 2017 Mumbai floods