aster

ROAD SAFETY INITIATIVE IN NEW DELHI

THE BRAND

Aster DM Healthcare is one the most respected & leading healthcare providers in the Gulf. Aster, as part of their corporate philosophy, initiate community building programmes with the intent of educating citizens on the importance of preventive healthcare. Aster believes that hospitals and healthcare providers are not just profit-making machines, but they have the responsibility to ensure good health mainly through methods of prevention. To bring focus on to their new destination healthcare facility in Cochin, as well as other initiatives across India, Aster DM Healthcare wanted to launch a ‘Road Safety’ programme through their brand ambassador, Sachin Tendulkar.

THE CHALLENGE

To create media buzz and ensure that the initiative builds traction with the top editorial teams across leading publications and channels across India. Apart from this, build the message of Road Safety across schools and colleges, drivers of taxis, 3 wheelers, motorcycles and private vehicle owners (basically all road users). The event was envisaged in Delhi during the exam season, close to Republic Day. Running an event of such magnitude provided logistical as well as administrative challenges. The client wanted to partner an agency that had strategic, networking as well as administrative excellence.

OUR INTERPRETATION OF THE BRIEF

Utilise this platform to deliver the key message that there are healthcare providers who focus on prevention rather than cure. This is a powerful message. And to spread this message, Aster should have a strong media partner.

THE CAMPAIGN

We integrated our key service platforms on to the account. Our PR team (Wordlab Asia), Experiential team (SMLXL), Digital team (PUSHD), Media consultants & core strategic and creative units were aligned to the task. We activated 10 of the top schools and colleges in Delhi and embarked on a 1 month promotional activation with NDTV, the media partner. Aster Saferoads campaign had delivered the message at a deeper level with audiences across the country. In fact, Sachin Tendulkar took it upon himself to spread the message for the brand, even beyond the platforms provided to him by the brand.

Result

Aster DM Healthcare, as a global healthcare provider, got tremendous mileage in the country. This immensely helped in their launch of 2 large healthcare facilities in Cochin as well as in Bangalore. When other healthcare majors were spending advertising money to connect with consumers, this initiative helped connect with the right message and an apt platform.

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