How MFine is fortifying is Cure with Care proposition in its latest campaign

Conceived by Mullen Lintas Bangalore, MFine’s latest campaign anchors on humour and surprise to build consideration and top-of-the-mind recall for the brand. The campaign features people’s favourite ‘Gulab Jamun Uncle’, who crosses over from sugar-rush to sugar-test for MFine’s latest campaign. In the campaign, MFine has chosen to pick a famous couple from a previous popular television campaign of a food delivery brand and have used them to create quirky ad films. MFine’s campaign banks on the popularity of this couple, where the husband, played by Naresh Gosain, is a foodie at heart and his wife is a watchful guardian who keeps him from consuming anything sweet.

The films also imply how easy it is to book tests without having to step out of the comfort of home. People who are constantly in a sedentary lifestyle or a binging lifestyle, thanks to the side effects of the pandemic, can now take the matters of health in their own hands or of their loved ones. The campaign is based on the insight that – No matter how difficult your loved ones can get with respect to their own health needs, with the help of MFine’s prompt services, care is always at your doorstep. The campaign takes forward the thought – I’m fine, thanks to MFine – while highlighting the convenience of getting lab tests done at home.

Both the films show the ease and convenience of booking MFine’s lab test service without having to step out of the comfort of home.

In an exclusive interview with Adgully, Garima Khandelwal, CCO, Mullen Lintas, speaks at length about MFine’s latest campaign, the brand’s consumer engagement strategy, increasing preference for at-home lab tests amid the pandemic, and more.

How are these home lab tests different from the others in the same category and why should consumers choose MFine?

MFine provides 900+ services when it comes to lab tests, which can be easily booked from anywhere through the MFine app. Just a few clicks on the Mfine app and people can book their tests, followed by sample collection from their homes and finally receive reports on their MFine app for ready usage. In select locations, MFine also has same day pickup, which ensures that customers can get test reports on their app within 24 hours, without leaving their home.

MFine does all its testing through NABL credited labs and ensures the highest levels of service at all times.

How are you promoting this campaign with your audience and what’s been your engagement strategy with your targeted audience?

The campaign will be promoted largely on TV and Digital, especially Hotstar and YouTube. Extension of the concept of ‘I’m Fine Thanks to Mfine’ will also be taken to Radio and Outdoor in the top metros. Promotions will run on all mediums for 10 weeks. We’ve been engaging with the audience by building up curiosity regarding the twist in the campaign. Additionally, conversations are being built on different contexts when customers get to say – I’m Fine, thanks to MFine.

MFine has been undertaking a lot of such initiatives and social causes over the last few years. What’s the brand purpose here and how is it helping the brand grow and fortify its position as a strong and caring brand?

MFine strongly believes that quality healthcare should be accessible and on demand. This is one industry where contradictory to the requirement, the service delivery is quite distant to the point of need. The ratio of healthcare institutes and doctors in India to the population is insufficient, as per WHO recommended standards. By building a robust AI platform and aggregating healthcare services backed by on-demand logistics, MFine is increasing the number of people that can get access to high quality healthcare services quickly. On MFine customers can get instant access to doctors from top hospital, and access to diagnostics from the comfort of their home.

The brand philosophy is ‘Cure with Care’, because the brand believes that cure is the most effective when it is caring. In today’s world, where healthcare is becoming highly digitised and commoditised, the distance between the patient and healthcare provider is increasing. Mfine, with its key services, aims to not only improve access to healthcare services, but also provide it in a manner that genuinely cares for the patient.

Could you elaborate on the creative thought and how did the idea come up for the new TVC?

The campaign is based on the insight that – No matter how difficult your loved ones can get with respect to their own health needs, with the help of MFine’s prompt services, care is always at your doorstep. The campaign takes forward the thought – I’m fine, thanks to MFine – while highlighting the convenience of getting lab tests done at home. The idea sprung forth from a simple service thought – it is a ‘home delivery of lab services’, where the services come home as per your need and comfort.

The campaign uses two memorable characters – a husband, played by Naresh Gosain, who is a foodie at heart and his wife, who is a watchful guardian who keeps him from consuming anything sweet. As the husband tries to sneakily eat his favourite sweets, the plot of both the films rests on the curveball thrown by the wife, with the help of MFine’s At Home Lab Test Services.

Both the films show the ease and convenience of booking MFine’s lab test service without having to step out of the comfort of home.

As everything shifted to digital and the consumers’ focus also shifted towards health & wellness, what changes have you observed in consumers’ preferences, especially in terms of frequent home lab tests after Unlock 2.0?

The pandemic and lockdown in the last two years have influenced two key things: 1) Consumers’ awareness and understanding of health and wellness, and 2) Realisation that healthcare can also be accessed when at home. These have resulted in not only a higher uptake of preventive health checks like Full Body Checks, but also resulted in chronic care management being shifted to home care. Consumers have now realised that for regular blood tests needed to manage chronic diseases such as Diabetes, Thyroid issues, they do not have to go through the cumbersome process of planning and traveling. This behaviour is proven by the uptake of digital healthcare usage by a 50+ audience, who are usually late adopters to technology. Combined with increased awareness and the convenience provided by at-home lab tests, more people are opting for regular health checks as well.

What made you select the ‘Gulaab Jaamun Uncle’ and the caring aunty as a couple in your latest campaign? How is it helping to grow the reach of the campaign?

We wanted to leverage on the existing memory of a popular character. This is an impactful way to not just land the brand message, but also be a part of the popular culture which remains etched in consumers’ minds for much longer. Usage of the memorable characters – like the Foodie Husband and his Exasperated Wife increased the appeal of the campaign and made it stickier. To make sure the campaign was unmistakably remembered as MFine’s campaign, we gave the story line a twist. The wife had an upper hand, whereas the husband, unlike always was the one who finally had to give into his wife’s command.

As everything is unlocking now, people have already started stepping outside. Will this affect the brand’s position or will people still prefer the ‘at home’ policy?

Digital and At-Home is here to stay. At home lab test was not only a lifeline during the pandemic, but has become the preferred choice post-pandemic as well for many. The convenience of availing lab test services from accredited labs from one’s home makes it appealing for all consumers. The increased usage of tests such as RTPCR test and chronic care tests at home have made customers habitual to availing lab tests and consultations conveniently on the phone. Mobile as a diagnostic and health device is here to stay.

If we look at digital payment gateways like Google Pay or PhonePe, which became immensely popular during demonetisation, their usage and customer acquisition is increasing by the day due to inherent convenience provided by these apps. Similar is the case with online health care services.