Healthians to invest $10 mn in its new IPL campaign

Healthians, India’s leading diagnostic services provider, is the first diagnostic brand to ever advertise on the Indian Premier League (IPL), India’s largest TV property with 400 million+ viewers. The ad campaign consists of a series of Ad Films based on the widespread reach and convenience of booking a health test with Healthians, encapsulated by the line – ‘Aap Jahan Test Wahan’. The campaign positions the company as the most convenient diagnostic service provider on one of the most-watched properties on TV, with the aim to boost brand awareness and recall. The brand has allocated a budget of $10 million for the ‘Aap Jahan Test Wahan’ ad campaign to ensure its reach and success.

The campaign is already creating a flutter on social media, with ace ex-cricketer Yuvraj Singh tweeting about the ad films and a huge number of social media users also expressing their affinity for it.

Watch the ad films:

https://www.youtube.com/watch?v=z99dB7QCOPs

https://www.youtube.com/watch?v=w3IRI5PHDbM

Healthians is credited with pioneering the health test at home concept almost 8 years back. The brand also has been instrumental in changing the behaviour of consumers to adopt a preventive approach to health rather than a reactive one.

Elaborating on the campaign, Deepak Sahni, Founder & CEO, Healthians, said, “After the pandemic struck, instead of going on the backfoot, we took the aggressive approach in terms of market expansion, and as a result, we managed to grow our geographic footprint in the country by almost 5 times as compared to our presence in the year 2020 to reach almost 200+ cities today. And with such widespread coverage achieved, we wanted to communicate that unabashedly to our audience, that no matter what, should anyone need a health test anywhere, Healthians is just a call or click away.”

The TV campaign will be adequately supported by amplification initiatives on other media like OTT platforms, print, radio, OOH and digital. “We have always believed in disrupting the market to offer unmatched convenience to consumers, and this campaign is also aimed at strengthening this position in the minds of our consumers,” Sahni further added.

Over the years, Healthians has built a strong foundation of being a health-tech company by integrating technology into every aspect of its business. The company claims to have the largest fleet of highly skilled phlebotomists (almost 2,000+), who specialise in sample collection from any location, coupled with more than 20 of its own network of state-of-the-art laboratories.

Healthians is working with a vision to add 10 healthy years to every Indian’s life. The brand's philosophy is to go beyond just being a health test platform to become a full-service clinical establishment and play a more meaningful role in improving the health of individuals. Therefore, it has already embarked on initiatives in other areas of healthcare like radiology, health supplements, and a host of wellness-related services.