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Cordlife India earmarks Rs 15 crore for marketing, branding in FY15

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KOLKATA: Cordlife India, a healthcare company, which had spent less than Rs 10 crore on the marketing activities last fiscal, has increased the budget outlay to around Rs 15 crore in the current fiscal 2014-15. This, to strengthen its presence in the country.

Recently, this umbilical cord and cord blood processing, testing and cryo-preservation company launched its first advertising campaign, with an aim to encourage to-be parents to take the first step of responsibility. While Rediffusion Y&R created the TVC in Hindi, English and even Bengali, the company is looking at translating the ad in other regional languages as well.

Cordlife MD Meghnath Roy Chowdhury says, "We want to strengthen our presence in the country. Right now, we have 60 centres in India. We had a good digital presence so far, but now we have increased the spent in keeping with our expansion plans."

Chowdhury informs that while the company grew by almost 100 per cent in the last fiscal, it is hoping at growing by more than 150 to 200 per cent this year.

The advertisement brings out the importance of stem cell banking. More so it also shows how the process could ensure safety of the child. "Parenthood is the best feeling for anyone planning a family but it also comes with a lot of responsibility," opines Chowdhury.

"The communication reflects the joys of parenting and the happiness that shines through an entire household when a baby is born in that family. It explores various emotions of the to-be parents as they get ready for a new beginning in their lives before entering a product window which details the merits of stem cell banking," he adds.

The campaign reaches out to the urban couples who are not only well informed but give utmost preference to the safety of their family. "The communication shows the importance of cord blood stem cell banking and how the technologically backed practice can prove to be a boon for the child in future. It not only creates awareness for the brand – Cordlife, but also proves to be beneficial for the industry,” he says.

Chief creative officer for the current TVC is Komal Bedi Sohal, while executive creative directors are Piyash Ghosh and Nilanjan Dasgupta.

Cordlife operates one of the largest networks of umbilical cord and cord blood stem cell banks in the Asia Pacific region covering Singapore, Hong Kong, India, Indonesia, Philippines and has strategic investments in China Cord Blood Corporation (CCBC), one of the leading Stem Cell Bank in China.

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