1. Why did you decide to onboard Manoj Pahwa and R. Balki for the campaign?
Mr. Bachchan has always been the central figure in raising awareness about Shingles. To bring a relatable, slice-of-life touch to the film, we onboarded veteran actor Manoj Pahwa, whose grounded and natural style balances Mr. Bachchan’s authoritative presence. As for R. Balki, known for his visionary leadership in bringing many concepts to life, he was the ideal choice. Balki Sir believed that in this campaign, clarity, rather than pure creativity, was the need of the hour to ensure the message was effectively communicated. However, he ensured that we didn’t compromise on the creativity of the film, allowing the narrative to remain engaging while keeping the scientific message clear and relatable.
2. Did you use a specific approach to appeal to your audience and get your scientific information across in a memorable manner?
Our approach was to start with health conditions like Chickenpox and Diabetes, which are well-known and relatable to the audience, using them as an entry point to introduce Shingles, a less commonly understood disease. The insight behind this strategy is that while Chickenpox and Diabetes are widely recognized, many people are unaware of the connection between these conditions and Shingles. For instance, the Chickenpox virus can remain dormant in the body and reactivate as Shingles, particularly in individuals with weakened immune systems, including those with Diabetes. By beginning with familiar concerns, we were able to naturally lead the audience into a discussion about the more serious and lesser-known risk of Shingles, making the scientific message both accessible and impactful.
3. What is the key message you hope to convey with the ‘Yeh Science Hai’ campaign?
The ‘Yeh Science Hai’ campaign has two primary objectives: first, to raise awareness about Shingles, a condition that is often overlooked despite its severity; and second, to educate the public on the preventive measures they can take. By grounding each piece of content in clear, solid scientific facts, we ensured both credibility and relatability. Our goal is to make science accessible while delivering an impactful message that not only informs but also empowers people to take action against Shingles.
4. What was the main concept behind your ad films? What was the objective and aim behind the ‘Yeh Science Hai’ campaign?
The main concept behind our ad films for the ‘Yeh Science Hai’ campaign was to raise awareness about Shingles in a way that felt relatable and grounded in everyday life, while maintaining a solid foundation of scientific accuracy. By weaving in slice-of-life scenarios, we aimed to connect with people on a personal level, showing how Shingles can affect their lives in real, tangible ways. A touch of humor was used to keep the tone light and engaging, despite the seriousness of the subject. The challenge was to balance the informative aspect with relatability. By presenting the information as being delivered by science itself, we reinforced the credibility of the message, making it more impactful—hence the campaign name, ‘Yeh Science Hai.’
5. What metrics have you used to measure the campaign’s success? What was the impact of the campaign and were you satisfied with it?
As the campaign progresses, we’re measuring success through key digital engagement metrics while also monitoring the conversations sparked around Shingles awareness. Our goal is to drive meaningful dialogue and encourage preventive action. Early results show promising engagement, indicating that the message is resonating with the audience.
6. Can you give us an idea of some other projects your agency will be pursuing in the near future?
Our core philosophy, “Make Every Story Worth Telling,” drives us to create impactful narratives across various categories. While we’ve traditionally been strong in entertainment, we’ve expanded to include non-entertainment sectors as well. Beyond entertainment and pharma, we’re currently working on several exciting projects in the BFSI sector, where our storytelling approach is resonating well. Additionally, we’ve seen positive responses from FMCG brands, and we’re continuing to explore new opportunities in fashion and retail. As for what’s next, we’re committed to pushing boundaries and creating content that resonates with audiences across industries.
