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strategy services
creative services

story of
a new life

positioning a brand as a companion, guide & mentor during the journey of life

challenge

Create a brand outreach campaign for Fortis Mamma Mia that wasn’t in your face, resonated with the target group & created a strong brand connect.

insight

Women are attached to their gynecologists and that bond is hard to replace. However, by emoting Mamma Mia’s brand proposition as part of a larger narrative on pregnancy, we could position the brand as a companion, guide & mentor during pregnancy.

execution

Create a brand outreach campaign for Fortis Mamma Mia that wasn’t in your face, resonated with the target group & created a strong brand connect.

12

Episodes set and shot all over Delhi NCR take these moms-to-be to hospitals & yoga classes, scans & restaurants, shopping & ‘babymoons’.

3

The participants were recruited through a social outreach contest. They shot for 12 episodes & shared a series of video logs with the audience to keep the world in loop about their journey towards motherhood.

4

Marketing Channels:

  1. Social
  2. Search
  3. Radio
  4. Print

creative
approach

Moving away from a “doctor led” approach adopted by healthcare brands, we led with the ‘lifestyle’ approach to connect with the audience that was largely urban, educated women who were looking for a trusted partner to hand hold them through their pregnancy.

97%

of the audience that engaged with
Mamma Mia content on Facebook were women

391k

The amount of time users spent on Mamma Mia
YouTube channel during the campaign.

47%

Increase in the footfalls at Mamma Mia centers during the campaign, resulting in direct impact on bottom line.

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