Malvika Mahal, New Delhi
Apollo Hospitals has been a name synonymous with premium healthcare services across India. The respective Campaign primarily aims at promoting a healthy nation in consideration to prevention of diseases and early detection of symptoms, which is the need of the hour. In a country of a billion people, prevention is not just better than cure, it is imperative to keeping epidemics at bay as well.
The location of the campaign was T3, Delhi Airport. The campaign started on the 1st of June 2016 and is scheduled to end on 31st March 2017. The execution strategy adopted by the brand and the creative agency was to ensure that the entire universe of passengers travelling gets covered. The idea was to target domestic and international passengers arriving at DIAL.
Getting the desired impact for a campaign that seeks to educate and build awareness means selecting media that will be visible and legible both. The larger than life impact would only be achieved when all of the above were orchestrated to create the look of a grand initiative. Hence the large format sites at both terminals were selected. Also the strategically placed kerb sites in arrivals, including the best sellers like Site 52, Site 41 and Site 43 were best ideal for this purpose.
A major source from the brand in reference to this said- "Apollo Hospitals, as one of the leading hospitals in India has always focused on a 'Healthy Nation' concept. We believe 'early detection' is a key factor in the pursuit of a healthy nation. Airports teem with busy executives, who in the pursuit of business goals may have lost sight of healthcare goals, for themselves and their families. Hence Delhi Airport was one of the best places to convey this message and thus the campaign in DIAL. We had done a campaign last year, and were happy with the results & hence we have extended our campaign into an annual one this year".
Rohit Chopra, CEO, TIMDAA said- "Healthcare is going to be a key growth driver for the future. Having Apollo Hospitals on Delhi Airport across all the key sites ensures a benchmark for other healthcare players as well. Today the biggest and best names in healthcare are present in India and Delhi NCR. Experts, who predict medical tourism to be a growing segment, have long predicted importance of healthcare presence at airports."