PharmEasy through this campaign, addresses the top 3 consumer apprehensions where medicines are concerned - value for money, availability and getting genuine medicines
PharmEasy launches a new 3-film campaign called ‘DanceEasy’, which reiterates that ordering medicines on its platform is so easy that it will make you dance. This campaign has been conceptualised and created by Leo Burnett India.
Taking forward its ‘Take It Easy’ narrative, this campaign PharmEasy addresses the top 3 consumer apprehensions where medicines are concerned - value for money, availability and getting genuine medicines.
Each film in the DanceEasy campaign addresses a consumer concern along with a wacky dance step to the catchy tune of the famous number – ‘Urvashi.’ In every film, the consumer’s strife has been creatively depicted as a dance form - so the plight of expensive medicines becomes Kharachnatyam, and the doubt on the genuineness of medicines becomes Shakakali!
“We thought of conceptualising short advertisements that would not only build a connect with our audience but do so in an engaging and fun manner. Our aim was to show how easy ordering medicines can be with PharmEasy, and the before and after versions of these dance forms is our way of depicting that. PharmEasy has always focused on being a customer-centric brand, and we have tried to highlight the problems that customers face when shopping for medicines on a regular basis, and offer a simple solution for the same,” said the VP Marketing of PharmEasy, Saumil Parekh.
Speaking about the campaign National Creative Director of Leo Burnett, Vikram Pandey said,“PharmEasy’s music track - rehashed version of Urvashi, is a great brand asset and helps break clutter every single time. For this campaign, we used it to challenge offline medicine buying behaviour. We turned each pain point into a dance form - so roaming from shop to shop in search of prescribed medicines became ‘Bhatak Nritya’, expensive medicines became ‘Kharchnatyam’ and so on. The films are funny yet memorable, we are confident this campaign will help build the brand narrative further. “
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