MindShift Interactive wins the digital mandate for Practo

MindShift Interactive, an insightful digital outreach powerhouse wins the social media mandate for Practo. Practo is bringing its award winning healthcare app to consumers across the country. The app helps users find the best doctors andbookappointments easily and instantly on the basis of doctor’s location, specialisation, recommendations and consumer’s choice of time. It provides users detailed information about doctors including qualifications, fees, years of experience as well as detailed feedback from other patients so consumers can choose the doctor best for them. Practorecently raised $30 million from investors Sequoia Capital and Matrix Parnters. Itrecently signed on MindShift Interactive after a multi- agency pitch.

MindShift Interactive is excited to announce the launch of Practo's campaign tied in with its first ever TVC. The TVC revolves around the change in life stage that young Indians experience as they grow up which makes their and their loved ones’ healthcare increasingly important – thus creating the need to find the best doctors with ease. The commercialhighlights the availability of 125,000+ listed doctors and various specialities that a person can choose from. Aptly named #LifeMein, the campaign trended across India within 15 minutes of going live, garnering a reach of7,092,373.
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The campaign was launched with a contest on Twitter with over a 100social media influencers participating, and celebrities such as Lara Dutta and Saina Nehwalsharing their #LifeMein situations and experiences of using Practo. With gratifications such as an iPhone 6 and Samsung Gear Watches, people shared the various health, fitness, family, life situations that they faced #Lifemein.

Creative tweeps took the content across other platforms, creating Vine Videos and GIFs as participation entries. In response to this, Practo took a quirky stance by creating GIFs to respond to some interesting tweets as well.The day long contest saw36,805,830 impressions on Twitter.

The campaign saw excellent conversations on Facebook as well, through the brand creating illustrations depicting that in life we have a lot of choices when it comes to selectingthings like a companion, wardrobe or a house - similarly, Practo gives you a choice for doctors, with some of them quirkily depicting scenes from the TVC. This content, coupled with thematic creatives on trending news to generate quick reactions was central to the campaign. For the recently trending Game Of Thrones, Practo created an illustration named ‘Games of Bones’ that received an engagement of over 120%.

Zafar Rais, CEO, MindShift Interactive says "Our goal is to create awareness about the ease Practo adds to a person’s life through storytelling and being there for them. Given this, #LifeMein fits in perfectly, driving relatibility amongst our users who have grown in the digital era and are responsible for things beyond themselves now. For them Practo is a great app to help solve their healthcare needs.”