#NoDramaOnlyMedicines doesn’t go as planned for PharmEasy
A week ago, online pharmacy PharmEasy launched their new TVC, called #NoDramaOnlyMedicines. They launched three films as part of the campaign that parodied the Bollywood tradition of excessive drama and positioned their services at the end.
Asli nakli medicines ke drama ka the end, our stocks undergo a 3-step quality check.
Get the app today and get FLAT 20% OFF on all medicine orders: https://t.co/7dvkQl8tUv#DramaNahiDawaChahiye #NoDramaOnlymedicines #TakeItEasy #PharmEasy pic.twitter.com/e9T1OXG0ml
Mahangi dawai ke drama ko karo goodbye, get FLAT 20% OFF on all medicines.
Download the app now: https://t.co/7dvkQl8tUv#DramaNahiDawaChahiye #NoDramaOnlymedicines #TakeItEasy #PharmEasy pic.twitter.com/EXANgO82U7
While the first two campaigns generated some humour, third campaign didn’t go down well and was slammed by Twitteratis. The ad has since been taken down.
Managed to get half a recording of the ad that is being showcased by @pharmeasyapp on TV recently. It spoofs the Sanjeevani booti scene.
What right does pharmeasy have to mock our gods like that? Will they ever dare to make a similar ad on other religions?#boycottpharmeasy pic.twitter.com/hcx2MZGynN
The advertisement parodies the famous Sanjeevani Booti episode in the Ramayan. While the ad clearly states that it is mocking the Bollywood dramatisation of the epic, angry users on Twitter, however, condemned the brand for mocking Hindu deities and soon after, the hashtag #BoycottPharmeasy began trending. The campaign was conceptualised by Leo Burnett.
The brand has recently undergone a refresh. Dr Dhaval Shah, Co-Founder of PharmEasy, had this to say on LinkedIn, “It’s always an aspiration to see yourself evolve. Evolving as a company is tougher. It takes time, effort, and alignment of the entire company. But it’s fascinating how a common goal can make things work. It all starts with a dream and the will to make it work – moves to baby steps towards achieving that. So glad that we have embarked on that journey. We have always heard ‘Healthcare is complicated! Healthcare is expensive!’ Not anymore. Here’s a crisp look at the new look which strengthens our vision of – Simplifying healthcare, impacting lives! And while we are doing it the hard way, why don’t you – Take it Easy with PharmEasy!”
While the brand has chosen to pull down the ad, it begs to question how cautious do brands need to be with regard to advertisements that depict culture and religion?
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