LifeCell Launches Its Latest National Campaign: Ayushmaan Bhava'

LifeCell has launched its new national campaign Ayushmaan Bhava for creating awareness and increasing uptake for its umbilical cord banking service. The campaign features LifeCell’s brand ambassador Aishwarya Rai Bachchan and positions the decision of subscribing to the service as a necessity among the realm of things that expectant parents plan for their baby. The campaign was conceptualized by the creative team at McCann Mumbai and executed by production agency Electric Dreams. The new campaign has been launched following LifeCell’s strategic price transformation that lowered the starting price of the service to Rs.9,990.

The campaign Ayushmaan Bhava connotes the blessing for a long life – a blessing that can be given by preserving the umbilical cord stem cells at birth, which can fight many medical conditions and provide a healthy foundation for the child to live a long, healthy life.

Speaking about the campaign V.Ravi Shankar, Chief Marketing Officer, LifeCell said, ”LifeCell holds the pride of being the first brand in the industry to have spread the concept of umbilical cord stem cell banking to the public at large. Through our earlier campaigns we placed greater priority on concept awareness which gave a big boost to the industry and subsequently resulted in building brand equity for LifeCell. This campaign too will lay greater emphasis on the concept of umbilical cord banking and aim to educate expectant parents about the importance of preserving the nature-given resource at the time of birth, among the other necessities that get planned. Ayushmaan Bhava is expected to connect with the larger audience across the country and position the service as a lifetime blessing given at the time of birth.”

Govind Pandey, Chief Operating Officer, McCann World Group said “LifeCell, is a valued partner with a unique product offering that is at the cutting edge of healthcare revolution. Creating a communication campaign to take the benefits of umbilical cord stem cell banking out to expectant parents also has a  larger social responsibility of education  on the impact  that stem cells are set to make in the future. We are happy to associate with LifeCell and believe that this campaign will take the cause of stem cell banking and brand LifeCell forward.”

LifeCell’s brand ambassador Aishwarya Rai Bachchan said "This is an interesting campaign which positions umbilical cord stem cell banking as one amongst other important things that expectant parents should consider for their child. The ad film maker has beautifully captured the moments of the lives of expectant parents who wish to do their best for their baby. Pregnant couples across the country would easily relate to this film as a part of their journey towards parenting." 

The campaign will be rolled out across television, print, and multiplex media. The television commercial will be on air in 5 languages including Hindi, Marathi, Telugu, Tamil and Bengali, for 4 weeks across all general entertainment, movies, regional and HD channels apart from digital campaigns. The film can also be viewed on www.youtube.com/mylifecell.