The infamous ‘gulab-jamun uncle’ features in MFine’s campaign

MFine

Conceived by Mullen Lintas Bangalore, the campaign anchors on humor and surprise to build consideration and top-of-the-mind recall for the brand.

For its latest campaign, MFine – an AI-driven on-demand healthcare service, puts forth its ideology of ‘best way to cure health is through care’ in an entertaining yet effective manner. The campaign takes forward the thought – I’m fine, thanks to MFine– while highlighting the convenience of getting lab tests done at home.

The campaign is based on the insight that – No matter how difficult your loved ones can get with respect to their own health needs, with the help of MFine’s prompt services, care is always at your doorstep. 

The campaign uses two memorable characters – a husband, played by Naresh Gosain, who is a foodie at heart, and his wife who is a watchful guardian who keeps him from consuming anything sweet. As the husband tries to sneakily eat his favorite sweets, the plot of both the films rests on the curveball thrown by the wife, with the help of MFine’s At Home Lab Test Services.

In the first film, the doorbell rings and the husband gleefully springs to open the door in the hope of getting his food. Contrary to viewers’ expectations and the husband’s surprise, he finds a phlebotomist waiting outside to collect his lab test sample. In another film, the husband furtively opens the refrigerator door to satisfy his urge to eat sweets and instead finds out that he is due for a lab test from MFine the next morning.

Both the films show the ease and convenience of booking MFine’s lab test service without having to step out of the comfort of home.

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Commenting on the campaign, Arjun Choudhary, Founding Member, and Chief Business Officer, MFine said, “As much as MFine is a new-age health-tech brand, care has always been at the very core of all that we do. From instant online consultations to lab tests from the comfort of homes, MFine ensures that care is readily accessible and of the highest quality. Our new campaign films showcase a new aspect of that heart-warming care, this time with a pinch of mischief and fun between the endearing couple.”

Talking about the campaign idea, Garima Khandelwal, CCO, Mullen Lintas said, “Popular culture is best created or second-best exploited in advertising. To make a tongue-in-cheek story about lab tests at home and to make the commercial sticky for MFine was the intent here. The over-emphasis on the MFine branding is also by design so there is no confusion on which brand but to make people smile at the correlation. The auntie gets an upper hand with this campaign and the uncle gets a taste of his medicine.”

The digital films are already live across the brand’s online platforms and other offline media.


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