Find out how you can #FightTheFever this monsoon in Metropolis’ new ad campaign

The 360 campaign has been conceptualised and executed by 21N78E Creative Labs

Monsoon is a time when the risk of contracting infections such as Dengue, Malaria, Leptospirosis, Typhoid, Swine Flu, Chikungunya etc. run high. So what can people do when they are laid low with fever, that can have serious consequences if not treated on time?

Metropolis- the diagnostic chain has launched Fever Fighters, a patient care initiative that promises to fight fever 24*7. The 360 campaign conceptualised and executed by 21N78E Creative Labs, has already launched with a web film on social platforms and will soon be screened in cinemas. Outdoor, radio, airports, Ola and Uber, mobile vans, Hotstar, Saavn, Quikr, Truecaller are among the other media vehicles on which this campaign is being run.

According to Piyush Kumar, CMO, Metropolis Healthcare, “Fever Fighters is a campaign that defines our brand ethos to deliver our services with the highest quality standards for utmost accuracy and to the complete satisfaction of our consumers. We are always ready to go an extra mile to understand our consumers and deliver the services that are first in India be it 24×7 home collection services, expert team for pediatric and senior citizen blood collection and many more.”

Adds Sudhir Nair, Managing Director, Omnicom Media Group, “Be it Instadetect technology, or report delivery within just 6 hours of sample collection or the exhaustive protocols involved in collecting the blood to transporting it safely and securely to the analysis, each feature was an eye-opener. Just what you need to make the fight against fever, a winning one. The choice of media vehicles in highlighting these aspects and the contextual messaging thereof will add to the overall impact of the Fever Fighters campaign.”

According to Navin Kansal, Chief Creative Officer, 21N78E Creative Labs, “ Even if there is support from family and friends, it’s only the patient who truly knows what she goes through. With Fever Fighters we wanted to drive home the point that the fight against fever was not just theirs to fight. Metropolis will flank them every step of the way. The story arc in the film depicts this – right from the time a call is made to the helpline, to a home visit for sample collection, to the state of the art facilities that deliver accurate reports to receiving the same over email. Also, the story has been told in a way that is slick and gritty and not pedantic or technical. There are also more hub films and content on the anvil which will highlight the individual features as part of the overall campaign.”

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OMG, 21N78E bag Motorola’s digital creative, social media mandate

Motorola Mobility India has assigned its social media and digital creative mandate to Omnicom Media Group post a multi-agency pitch. Omnicom Media Group partnered with 21N78E Creative labs for the pitch. The business will be managed by the agency’s office in Gurugram.

Rachna Lather, head of marketing, Motorola, said, “Our brand and products are uniquely placed in the consumers’ mindset. An iconic brand with a youthful energy, our brand resonates well with our audiences. We have a good line-up of launches this year, starting with the launch of moto g6 and moto e5 families. We were looking for potential partners who could help push the envelope, think strategically and conceptualise campaigns that can break the category code. The OMG and 21N78E pitch was in line with our brand philosophy, realistic and at the same time disruptive.”

Harish Shriyan, CEO, Omnicom Media Group India, said, “Motorola is an iconic brand, with amazing marketing potential. We’re thrilled to take part in their aggressive comeback and look forward to producing some fun and innovative campaigns together.”

This is not the first project that OMG and 21N78E have worked together on. 21N78E’s founder Sudhir Nair is managing director at OMG.

Nikhil Shahane, COO, 21N78E, said, “As an agency that was setup to bridge the ever-increasing gap between businesses and today’s consumers, Motorola is the perfect brand for us to partner with. We’re excited to leverage our creative-tech capabilities as we collaborate on how best to do disruptive work to match the devices that make this a youth brand.”

Navin Kansal, CCO, 21N78E, added, “We are delighted to say ‘Hello Moto’. It’s an opportunity to create work that stands out in a highly competitive category and move the needle on business. With a slew of launches lined up, it will be our mission to power the batwing to greater heights.”

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Metropolis Labs Nudges People To Look Beyond The Obvious On Mother’s Day

Every Mother’s Day, social feeds are replete with brands putting out sentimental communication, humorous even and more commonly, look to woo audiences with tactical offers that would make the day special for mothers.

This year Metropolis, India’s leading chain of pathology labs and diagnostics has got into the act, albeit with a twist, with the campaign #OneThingAboutMom, devised and executed by 21n78e Creative Labs.

According to Piyush Kumar, Chief Marketing Officer, Metropolis Healthcare, “Metropolis as a brand stands for inner health. We believe that every human being deserves to know truths, and our aim is to present these truths in the most human way possible. We wanted to celebrate the occasion of Mother’s Day by not being clinical, but by acknowledging their human-ness, because they are much more than mothers. And along with that give a gentle nudge to all, to be a bit more conscious about their health.”

“The all-too familiar trope of ‘Your mother has done so much, make her feel special’ is a tokenism we wanted to steer clear from”, says Navin Kansal, Chief Creative Officer, 21n78e. “With #OneThingAboutMom, we want to ignite conversations between our mothers and us in a way that is more spontaneous and get them to open up to a side of themselves that they would perhaps never have, including their health.”

Adds Sudhir Nair, Managing Director, Omnicom Media Group, “The insight for this campaign stemmed from the fact that for mothers, their health is often the last thing on their minds because they typically tend to put family before self. They endure ailments silently, and aches, niggles or any sort of discomfort – whether physically manifested or not, are perceived as natural consequence of ageing. We wanted to use this opportunity to get thinking more proactively about our mothers’ health.”

Besides the brand film, the campaign has been rolled out across social media channels, and further amplified on radio, cinema and other platforms.

21N78E appoints Navin Kansal as chief creative officer

Previously, Kansal was working with Indigo Consulting where he served as national creative director.

21N78E has appointed Navin Kansal as chief creative officer. He moves in from Indigo Consulting (the digital wing of Leo Burnett) where he served as national creative director for close to three years. At 21N78E Creative Labs, Kansal will be responsible for all the creative output of the agency and will also be a core member of the management team.

Commenting on Kansal’s appointment, Sudhir Nair – founder and director 21N78E, says, “We have been in an investment mode over the last year and half. The growth has been very good with a slew of new business wins. The agency operations has expanded to Bengaluru. The products are taking shape and the beta test outcomes have been very enouraging. The focus is on building a unique model that is capable of marketing to hundreds of ecosystems. It is the perfect time to get Navin on board. His varied interests, expertise and penchant for disruptive thinking is in line with the vision with which 21N78E was set up.

Kansal has over 20 years of experience in the creative arena, including 15 years in digital communications. He has been associated with creating numerous breakthrough campaigns, right from India’s first video-based brand website to helming the first and the largest ever twitter-led campaign out of India.

At Indigo Consulting he led the business wins for digital communications and social media mandates of brands like Google, YouTube, Garnier and Danone among a host of others.

Speaking about his new role Kansal says, (Sudhir) Nair and I go back a long way. We have done amazing things together in our erstwhile stint at Grey, creating work which helped us become the Digital Agency of the Year twice. While the media landscape, particularly digital, has evolved since then, it presents even more opportunities to recreate the magic at 21N78E Creative Labs with an eye on convergence. I was taken in by the vision the agency has. A start-up culture with a focus on creating digital products and compelling communication that is media-agnostic and idea-centric is just the right fit for me now.

A win in Bengaluru: 21N78E bags Monocept’s creative mandate

Monocept, has awarded its creative business to 21N78E. The account will be serviced and led by the 21N78E Bengaluru office.

Monocept specialises in solving complex infrastructure, tech and business problems using technology as the gateway. The senior technology leadership comprises of several former Microsoft engineers who are deeply passionate about architecting solid future-ready solutions. Software engineering excellence has always been their USP. As a philosophy, they want to create a niche in the tech world by inspiring and creating more problem solvers.
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Sudhir Nair launches 21n78e along with Navin Karkera

Sudhir Nair, former SVP and head – digital at Grey Group, who quit in May this year, has announced the launch of his new age communication agency called 21n78e. The agency is based in Mumbai. Navin Karkera, who was also at Grey before starting his own rural marketing venture called Panoptic Advertising Services will partner Nair for this venture. 21n78e will offer services like strategic consulting, digital solutions, analytics and an incubation lab for developing digital products.

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