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MFine delivers a googly with ‘gulab jamun-loving uncle’ in latest campaign

The campaign has been conceived by Mullen Lintas Bangalore

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Mumbai: AI-driven on-demand healthcare service- MFine has launched its latest campaign that puts forth its ideology of ‘best way to cure health is through care’ in an entertaining yet effective manner. Conceived by Mullen Lintas Bangalore, the campaign highlights the ease of getting all the medical tests at home, and how a healthcare app ensures that people get adequate care at their doorstep.

The campaign uses two memorable and much-loved characters from an earlier popular ad campaign for a food delivery app – a husband, played by Naresh Gosain, who is a foodie at heart, and his wife who is a watchful guardian and keeps him from consuming anything sweet.

In one 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. In the second film, the doorbell rings and the husband gleefully springs to open the door in the hope of getting his food. Contrary to his expectations, he finds a phlebotomist waiting outside to collect his lab test sample. Both the films emphasise the ease and convenience of booking MFine’s lab test service without having to step out of the comfort of home.

Mullen Lintas CCO Garima Khandelwal 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 aunty gets an upper hand with this campaign and the uncle gets a taste of his medicine.”

“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,” MFine founding member and chief business officer Arjun Choudhary said.

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