Visiting Card by Publicis Beehive Mumbai for Seth Pathology Laboratory

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Visiting Card

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Industry Hospitals, Healthcare facilities & Medical Services
Media Direct marketing
Market India
Agency Publicis Beehive Mumbai
Executive Creative Director Ferzad Variyava
Copywriter Manan Pandya
Illustrator Sahebrao Hare, Ramesh Nannvare
Released April 2013

Credits & Description

Advertiser: SETH PATHOLOGY LABORATORY
Agency: PUBLICIS COMMUNICATIONS
Category: Flat Mailing
Advertising campaign: VISITING CARD
Executive Creative Director: Ferzad Variyava (Publicis Communications)
Creative Supervisor - Art: Anant M Singarwardi (Publicis Communications)
Illustrator: Sahebrao Hare (Publicis Communications)
National Creative Director: Ashish Khazanchi (Publicis Communications)
Copywriter: Manan Pandya (Publicis Communications)
Illustrator: Ramesh Nannvare (Publicis Communications)

Implementation
Looking at the situation, we specially designed a business card as an envelope. The person who wanted to avail of the free testneeded to merely pen his number into the card and lick it shut. The business card already had the doctor’s name and address printedon it and the postage was prepaid. On receiving the card, the pathology lab conducted a ‘scrape test’ on the licked surface and testedthe waxed and stained sample for the Swine Flu. Results were texted to the number in the card.

Execution
In India, the first case of the Swine Flu was detected in Hyderabad. after that more conformed cases were reported and as the rate transmission of the flu increased. In 2012 alone, Swine Flue alone claimed lives in India. It's a disease that has caused widespread panic due to lack of awareness and testing facilities.

Outcome
The cards were distributed over a month by the laboratory over the counter and through the doctors. Within 3 weeks, the first100 samples arrived for free testing. Only 2 positive cases were found and were treated successfully well before any signs of danger.

Client Brief Or Objective
Seth Pathology Laboratory, a leading pathology lab in Porbandar, Gujarat, wanted to put their best foot forward and run a CSR initiative campaign by providing free Swine Flu tests for 100 people. They also hoped to highlight their laboratory’s advanced testing facilities.