Title | LAST LAUGH |
Brand | INDIAN ASSOCIATION OF PALLIATIVE CARE (IAPC) |
Product / Service | PALLIATIVE CARE |
Category | E04. Education & Awareness |
Entrant | MEDULLA COMMUNICATIONS Mumbai, INDIA |
Idea Creation | MEDULLA COMMUNICATIONS Mumbai, INDIA |
Media Placement | MEDULLA COMMUNICATIONS Mumbai, INDIA |
PR | MEDULLA COMMUNICATIONS Mumbai, INDIA |
Production | MEDULLA COMMUNICATIONS Mumbai, INDIA |
Production 2 | A NINETEEN FILMS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Amit Akali | Medulla Communications Pvt. Ltd. | Chief Creative Officer |
Praful Akali | Medulla Communications Pvt. Ltd. | Managing Director |
Mihir Chitre Medulla | Medulla Communications Pvt. Ltd. | Group Copy Head |
Rekha Hindlekar | Medulla Communications Pvt. Ltd. | Senior Consultant, Consumer healthcare |
Saurabh Pal | Medulla Communications Pvt. Ltd. | Film Production Lead |
Rahul Sengupta | A Nineteen Films Pvt. Ltd. | Director |
Team A Nineteen Films | A Nineteen Films Pvt. Ltd. | Producer |
Kunal Kamra | Independent | NA |
In India, talking about death is taboo. Even doctors don’t discuss death with the terminally ill. Let alone palliative care to make the last days comfortable, leaving patients confused and lonely. To break the taboo, terminally ill patients performed stand-up comedy shows for doctors, screened and trained by palliative care counselors and India’s best comedians. Thus, demonstrating that palliative care helps patients get comfortable with death. And even joke about it. The recordings of the shows became our film. The film inspired a half-hour television show on India's leading TV news network, a week-long radio special on India's largest radio network, captured the front pages of India's leading newspapers and even spread globally through 3-minute coverage on BBC World News. Seeing the terminally ill laugh at death, not just doctors but all Indians questioned our ingrained fear of discussing death, and palliative care truly entered the Indian lexicon.