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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From Running His Startup To Now Preparing To Be A Dad Soon, Nikhil Shahane Shares His Story And Dreams For His Company

Nikhil Shahane shares details of his professional journey with us, from working with a FM channel to running his startup now for 4 years now, he has come a long way.

Tell us something about 21n78e and the legs the company operates into?
21N78E Creative Labs is an Ecosystems Communications Solutions Agency. It means that we’re interested in studying the consumer’s communication and media ecosystem and partially understanding the brand ecosystem from product to marketing and thereby suggesting the best ways for brands to connect and find a happy place. So whether or not we recommend and then execute a TVC or a Digital Film or a web experience or just run programmatic ad campaigns depends on what the ecosystems of the brands & consumers merge into.

How did 21n78e happen? Tell us about the story behind.
21N78E Creative Labs was born when the co-founders, Sudhir Nair (an advertising veteran) and Navin Karkera (a rural marketing veteran) were debating the state of advertising over many months and realized that there’s this ever-increasing gap between what consumers are doing and what brands are planning. In a sense, we’re trying to help bridge that gap. With a strategic foundation and using ever-evolving technology, 21N78E aims to help brands communicate better with its consumers through niche content and viable distribution models. 21N78E is an India story, so when we have offices beyond India and go global, hopefully soon, 21* North 78* East will always point to the heart of India.

How do you see the landscape of creative agencies / Digital in India and does India has the potential to compete with global players in the same space?
India’s always seen as being behind the curve when it comes to advertising, but that has just as much to do with where we are in our growth journey as a nation. There’s no dearth of ideas, and in a sense we’ve had advertising just as good as anyone in the west. However the risk-taking capacity has always been relatively less compared to the west, so disruptive ideas were few and far between. Now with Digital being such a big part of consumers’ lives, and the relative cost implications being comparatively less, we’ll see more and more innovation with ideas, formats and the likes that should at least put us on the same level as players in the global space.

How big is the team and what kind of people you prefer to hire?
We’re now 4 big offices with about 85 people across Bombay, Bangalore, and Delhi. We’re always on the lookout for people who are driven to make a difference and want to contribute to the future of advertising; digital or otherwise. We want people who have some hobbies outside of advertising so they can bring the freshness of thinking and some renewed energy to the table. Anyone interested in working at a place that’s doing something different hit us up on Facebook!

Tell us about some of your successful campaigns in brief.
Metropolis healthcare – Our mothers are most special to us. Most of us, however, don’t really know about the smaller, and rather important, details of their lives. We may know if they suffer from major illnesses, but do we really know what medicines they take? Or what their dosage is? Couple that with the insight that most Indian parents are closed and very little is known by their children about their ‘past’ life. So in 2018, on Mother’s day, we decided to ask our audiences about that #OneThingAboutMom that they didn’t know – maybe she was the football champ in school, or maybe she was the heartthrob of her college. We also reminded our audiences not to forget to ask the important questions and find out more about their health. We also did a little bit of Twitter hi-jacking by responding to other brands’ Mother’s Day offers by reminding them not to forget about the most important thing – their mom’s health!

Motorola – For the launch of the Moto G6 – a phone that was designed keeping YOU in mind, we put together a 4-hour long launch event that featured various influencers across different disciplines such as art, music, dance, and tech – all keeping YOU at the center. The various features of the phone were brought alive by the performers making the connection between how the phone was designed for you through real-life instances. The launch event was streamed, LIVE, the whole duration with little to no room for error and turned out to be a huge success.

What are your future plans ( Expansion, product etc)
21N78E Creative Labs is focused on innovation through the application of technology in new ways. As a company, we’re currently in the process of working on a few different products that would aid our clients in making their marketing efforts either more effective or immersive, through the use of technology. We also currently have a pilot running with farmers in Western Maharashtra where we’re working towards helping make farming more sustainable by providing a real-time farmer advisory through the use of mobile tech.

Are you bootstrapped or backed by an investor? In case of backed, request you to provide details about them?
Bootstrapped, profitable and growing by the day. 🙂

What is the piece of advice you will give to marketers who are in a hunt of great agencies? What should they keep in mind?
Always look for a partner who is just as interested in the business as much as the communication. The good ones bring a great deal of creativity to effective ideas. Also be willing to take a risk with someone who has a fresh idea that may seem counterintuitive – if anything, Behavioral Economics has proven that humans sometimes behave in counter-intuitive ways.

What is your mantra of success and who is your real-life role model?
Have a clear goal and show up every day to work towards it. I take a lot of cues from how Jesus dealt with situations – business or otherwise. While definitely not preached about much in the Church – Jesus is quite a businessman!

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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.

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