Saibal Biswas on what makes Medibuddy’s Father’s Day campaign special

As with every year, this year too saw brands of all hues come out with heartwarming campaigns to celebrate Father’s Day. On this occasion, MediBuddy, a leading on-demand, full-stack digital healthcare platform, released the campaign, titled ‘Papa ki meethein Yaadein’.

The heartwarming ad film takes one on a nostalgic journey, showcasing how our dads have always taken care of us. From tending to our scraped knees to getting our favourite snacks, they have been our pillars of strength. The ad reminds people that it is now our turn to return the favour by prioritising their health and appreciate their love by ensuring their well-being. Medibuddy helps people access experienced doctors in just 10 minutes on their phones.

In conversation with Adgully, Saibal Biswas, Head of Marketing, Partnerships and PR, MediBuddy, elaborates on the ‘Papa ki meethein Yaadein’, the core creative concept, media mix, response to the campaign, and more.

How does Medibuddy’s ‘Papa ki meethein Yaadein’ campaign celebrate Father’s Day? Could you tell us more about the core creative idea behind the campaign?

The core thought behind this campaign is to highlight that when children are young, their parents take care of them. There is a deep bond between parents and children. However, as kids grow older, they move out of their homes and live away from their parents. Thus the bond is not so strong. Medibuddy’s aim was to use Father’s Day as an occasion to rekindle that bond that exists between parents and children. It is all about caring.

Medbuddy is a brand that has been at the forefront of providing expert healthcare services across the spectrum. We chose this occasion to highlight and create a bond where the children also reciprocate the actions that their parents have done in the past and do whatever is required to take care of the healthcare needs of their parents. This is a very emotional approach to rekindling the strong bond between a father and a child and bringing it to the top of the mind of everyone.

What are the media mix and distribution strategies for this campaign?

This is a very emotional campaign. We have created a communication that touches people’s emotions. We have targetted people in the age group of 25-30 years, who have elderly parents. These people are highly active on all digital platforms. Our campaign is available on all the top digital platforms, such YouTube, LinkedIn, Instagram, Twitter and Facebook. We are also supplemented by many on-ground campaigns, which we do in our existing networks.

How does Medibuddy support fathers and their families beyond the campaign?

Medibuddy is an end-to-end healthcare platform, where it takes care of your healthcare need across the spectrum – whether it is making the doctor available on the phone call, via video, or in any way to ensure medicine delivery, to ensure health checks, and ensuring taking care, which is either surgery care or palliative care. A few initiatives of MediBuddy are – Home care, that is we bring the doctor to the doorstep of people, who are unable to pay the visit, via technology using video consultations; we ring the support at home through our extensive support networks, tech-enabled video consultancy, and other factors. If people need surgical help, we even provide that.

Are there any special offers or discounts available for Father’s Day through Medibuddy?

To all the fathers out there, this is a brand gesture where all of our top consultation packages of doctors or healthcare services that are available on a subscription basis also, give a discount of up to 60% discount on annual health check up services between June 16 and 19.

Could you provide some tips or suggestions for creating meaningful and memorable Father’s Day celebrations at home?

I’ll refer to some incidents that have happened with me. I have a daughter approaching her teenage years. Kids do remember and celebrate Father’s Day, they get a card and cake and celebrate the occasion. The surprise element is important. When my daughter surprised me with a cake that she baked by herself and a card, I realised that parents never ask anything in return from their children, and that is what was indicated in the campaign. Your father will never ask you anything in return for all the love that he showers on you, but it is your duty to remember his requirements and surprise him by fulfilling those requirements. The gift of good health is what we call a gift to your father this year.