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Creative

Indian Stem Cell Bank LifeCell Provides Hope for Life in Touching Spot

Digital campaign from Mullen Lintas tells the tale of two fathers in different parts of children's lives

Indian Stem Cell Bank LifeCell Provides Hope for Life in Touching Spot

LifeCell India’s leading stem cell bank and diagnostic solutions provider recently released a digital campaign – Hope is Life, for their unique community stem cell banking programme. Community stem cell banking is a step ahead of the existing private banking model. Under this model, the baby’s preserved cord blood stem cells become part of a common pool that is shared only among the community members. This gives protection to the baby as well as immediate family members. As the inventory size grows, it gives families a better chance (>97%) of finding a match, if the need arises.    

Commenting on its latest campaign, Prasad Deshmukh, VP of marketing and growth, LifeCell International said: "This campaign very well highlights the life-saving benefits of community banking and LifeCell’s commitment to be a trusted health partner in every step of the journey. We have witnessed many success stories and this heart warming narrative of two fathers truly brings that essence of happiness and hope that LifeCell strives for. We are confident that this campaign will help initiate the right conversations around the challenges in stem cell transplants and how community banking offers a beacon of hope for many families. "

The story, set inside the hospital, tells the tale of two fathers. While on one side we see someone becoming a father, and is over the moon, on the other, we see a father waiting anxiously, for a ray of hope, for his ailing child. Both emotions are beautifully held together by soulful and hummable track. The film underlines the thought of how childbirth is hope for someone when it becomes a part of LifeCell’s community stem cell banking programme.

Talking about the campaign, Nisheeth Srivastava and Sarabjit Singh (group creative directors– Mullen Lintas Delhi) said: “The unique approach of preserving and making stem cells accessible to the family as well as the community in case of a medical need highlights the merits of community banking in the treatment of life-threatening conditions, especially when families are trying to find a glimmer of hope. But these stem cells can only be collected and preserved at the time of childbirth. Connecting the two life events gave us a simple thought – every childbirth today can be a hope for someone in future and after all, hope is life. With category-first brands like LifeCell, the creative challenge is to keep the conversation as simple and honest as possible.”

Beyond the film, the agency has developed a full bunch of digital and social creative elements that are married to the customer journey of ‘waiting to be parents’ in the digital ecosystem.


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Client: Ishaan Khanna, Mayur Abhaya

Agency: Mullen Lintas Delhi

Creative: Azazul Haque, Sarabjit Singh, Arvind Murali, Nisheeth Srivastava, Sunny Kumar

Planning: Saumya Baijal

Account Management: Hari Krishnan, Vaibhav Katti, Konika Dastidar, Sunil Singh

Category: Healthcare and Wellness , Medical Research

Genre: Dialogue , People , Storytelling