Case Film

Presentation Image

Title	#STOPMITHANI
Client	HDFC BANK
Product / Service	PARIVARTAN
Category	B03. Fundraising & Advocacy
Entrant	LEO BURNETT INDIA Mumbai, INDIA
Idea Creation	LEO BURNETT INDIA Mumbai, INDIA
PR	LEO BURNETT INDIA Mumbai, INDIA
Production	PRODIGIOUS INDIA Mumbai, INDIA

Credits

Name	Company	Position
Rajdeepak Das	Leo Burnett India	Chief Creative Officer and Managing Director
Saurabh Varma	Publicis Communications South Asia	Chief Executive Officer
Dheeraj Sinha	Leo Burnett India	Chief Strategy Officer & Managing Director
Vikram Pandey	Leo Burnett India	National Creative Director
Pradeep Kumar	Leo Burnett India	Associate Executive Creative Director
Vikram Pandey	Leo Burnett India	Creative Director
Sagar Parab	Leo Burnett India	Creative Director
Pradeep Kumar	Leo Burnett India	Copywriter
Dipayan Purkayastha	Leo Burnett India	Copywriter
Soumyadeep Purkayastha	Leo Burnett India	Copywriter
Aditya Menon	Leo Burnett India	Copywriter
Sagar Parab	Leo Burnett India	Art Director
Pooja Raut	Leo Burnett India	Art Director
Neelakash Bhojane	Leo Burnett India	Art Director
Rakesh Hinduja	Leo Burnett Mumbai	Chief Operating Officer
Gautam Roy	Leo Burnett India	Senior Vice President
Gaurav Om Sharma	Leo Burnett India	Vice President
Vikram Turakhia	Leo Burnett India	Brand Partner
Anshul Rane	Leo Burnett India	Associate Brand Servicing
Aditi Jain	Leo Burnett India	Planner
Ravi Santhanam	HDFC Bank Limited	Chief Marketing Officer
Ashish Morone	HDFC Bank Limited	Senior Vice President
Brinda Gupta	HDFC Bank Limited	Deputy Vice President
Yagesh Batra	HDFC Bank Limited	Brand Marketing Manager
Vivek Daschaudhary	Prodigious	Director
Akshay Multani	Prodigious	Senior Producer
Apratim Bhatnagar	Prodigious	Associate Producer
Ajay Kumar Oraon	Leo Burnett India	Editor
Jack Baca	Freelancer	Voice Actor

Why is this work relevant for PR?

HDFC Bank conducts a blood donation drive every year. However, to date, our communication has always taken the mass approach. Leading to fewer donor turnouts. It was imperative to do something that would connect with people and get them to donate in large numbers. Our insight, people only donate blood for someone they care about. Thus, for our 2018 blood donation drive, we made a common Indian man who has donated blood for 151 times in his life the face of our campaign and spoke to millions. Millions actually turned up to donate and prevented his health from deteriorating further.

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

Currently, there isn’t any restriction or regulation regarding health and wellness communication other than the display of graphic images related to blood, injury, accidental injury & deformity.

Describe the target audience and why your work is relevant to them.

With our campaign, we addressed the common Indian citizen to donate blood.

Background

Situation: India fell short of 1.9 million units of blood in 2016-17--equivalent to 60 tankers--that could have aided more than 320,000 heart surgeries or 49,000 organ transplants, according to official government data. This was an alarming data point in our research. Even blood donation drives see a weak response, despite best attempts to motivate people to come forward and donate their blood. It was time to go deep and understand what makes people donate blood when they do. Brief: To invoke people to come forward and increase the quantity of blood in Indian blood banks. Objectives: To get people to donate blood and #StopMithani.

Describe the creative idea (20% of vote)

India has a large number of blood donation drives which always have a poor turnout. This is because of the run of the mill communication around blood donation. We figured out the reason behind this. It was the fact that people donate care about blood donation drives. What they care about is, people. We identified one such man, Mr. Jyotindra Mithani. He has donated blood 151 times in the past 30 years. But he won't be able to do so anymore as he is 65. We made him the face of the campaign and urged people to #StopMithani from giving blood, by giving blood.

Describe the strategy (30% of vote)

Our starting point was to understand the maximum number of times young and healthy individuals in the age group 18-35 years have donated blood in their life time. The answer was nothing we could be proud of. The insight was a very basic human motivation – people go to great lengths for love. They donate blood for love, for people they care about. The flipside: this becomes a barrier for people to come out and donate blood to people that are not family or friends. We needed to give the country a reason to donate blood – we needed to share the story of one common man who had gone beyond his way to make a difference. It was now our turn to save his life with a simple call to action: #StopMithani from donating blood.

Describe the execution (20% of vote)

We kicked off our nationwide appeal 10 days before the blood donation drive on 7th December 2018, through a radio interview by Mr. Mithani, where he shared his story. This was followed by a digital video, voice blasts, social media messaging and on ground activations. Mr. Mithani’s heroic tale was also covered in the YourStory magazine, a popular youth platform in India. We appealed to all the young and healthy individuals in the age group 18-35 years to come forward and start a nationwide movement. And lastly, to show Mr. Mithani we care, we placed a live ticker for the count of the number of donors outside his house to stop him from donating blood.

List the results (30% of vote) – must include at least two of the following tiers:

While the campaign went viral for a worthy reason, the only number we were concerned with was the number of donors that we needed to achieve to save Mr. Mithani’s life and salute him for his contribution. Our blood donation drive saw an overall footfall of 3,66,572 in a single day and the number of successful donors during the blood donation drive was 3,10,746 against our original target of 1,00,000 donors! Video URL