Netmeds.com has bagged on Dhoni’s Mr Dependable trait for a marketing push to highlight the reliance on the brand. Just as Dhoni is ‘Mr. Dependable’ for team India, citizens throughout the country can rely on Netmeds.com. Every household has a reliable ‘captain’ who makes sure the family enjoys all the benefits of a nation-wide service that promises 24×7 access to high-quality medicine.
Titled ‘Har Ghar Mein Mahi”, the ad shows that each of us can take the lead in looking out for our family members. The campaign positions Netmeds.com as both the enabler of caregiving and the definitive, go-to-destination for home delivery of medicines for chronic illnesses.
The new TVC revolves around the theme that each person has within them an “inner Mahi” who can rise to the occasion, shoulder responsibilities and look out for the members of the family. Just like Dhoni, this ‘anchor’ will help the family achieve its greatest success, that includes staying healthy, happy and productive.
The campaign featuring MS Dhoni has been conceived by Publicis India and directed by Aatish Dabral.
Speaking about the campaign, Pradeep Dadha, Founder & CEO, Netmeds.com said, “Netmeds.com is fully geared to handle the specific needs of patients who are dealing with chronic illnesses. And equally important is the caregiver, the person in the household who is entrusted with the task of managing the medical needs of the ailing family member. This new campaign is based on the fundamental concept of distance caring, showing both the patient and the caregiver, that we deliver quality healthcare solutions across the country.”
Adding to this, Anand Pathak, Director, Sales & Marketing, Netmeds.com said, “We have kicked off our creative partnership with Publicis India with the launch of ‘Har Ghar Mein Mahi’ campaign. The TVC focusses on how Netmeds.com provides easy access to quality healthcare solutions and captains this responsibility, one family at a time.”
Commenting on the campaign, Suraj Pombra, EVP, Publicis Capital said: “Every once in a while, one is rewarded with perfect pitch conditions: (a) a client like Netmeds.com that’s been leading the e-pharmacy market and delivering to satisfied customers across the country, and (b) a brand ambassador like MS Dhoni whose sense of responsibility doesn’t need any introduction. Our team had to rise to the occasion and fulfil our responsibility with an equally powerful communication platform that exploits these conditions to the maximum. ‘Har Ghar Mein Mahi’ leverages the core ethos of both MSD and Netmeds.com. But most importantly the idea is an ode to the Mahi in every home, those who carry the responsibility of taking care of their ailing loved ones, and Netmeds.com is their ally. The idea is delivered through various media formats in film and static, and we hope to extend and expand it as we move on.”