Product / ServiceMEMORABLES
CategoryA02. Healthcare
Idea Creation McCANN INDIA Mumbai, INDIA


Name Company Position
Prasoon Joshi McCann Worldgroup India Creative Leadership
Ashish Chakravarthy McCann Worldgroup India Creative Leadership
Kapil Batra McCann Worldgroup India Creative Leadership, Copywriter
Subhashish Dutta McCann Worldgroup India Creative Leadership, Art Direction
Ashish Nath Mccann Worldgroup India Copywriter
Nikhil Mehra McCann Worldgroup India Copywriter
Pallavi Kumar McCann Worldgroup India Copywriter
Yugal Kishore Sharma McCann Worldgroup India Art Director
Kanika C McCann Worldgroup India Account Management
Anupam Chauhan McCann Worldgroup India Account Management
Jeet Kalra Mccann Worldgroup India Agency Producer
Nishit Mohan McCann Worldgroup India Production Management
Karan Sharma McCann Worldgroup India Editing
Soham Rawal Collective Art Pvt Ltd Film Direction
Ajay Pathak Collective Art Pvt Ltd Production

Why is this work relevant for Media?

Memory loss in dementia patients can be delayed if they keep their minds active. So, games, puzzles (jigsaws, rubik’s cube, flip box) are often recommended to help stimulate their brains. But most of them are generic and made for kids. So the elderly disengage. Study shows, dementia patients might not remember recent memories but they remember things from their past. We spoke to the patients (and caregivers) to know the events/people they fondly remember. Using this information, we created personalized tools, ‘Memorables’, and made the traditional jigsaw puzzles, flipbox, join the dots, rubik’s cube more engaging for a dementia patient.


Nightingales Dementia Care’s objective is to give a better life to people with dementia and their caregivers. And keeping a dementia patient’s mind active can go a long way in achieving this. While there are ways and means to help them train their brain, they come with their own share of challenges as far as patient engagement goes. So, the task was to come up with solutions that will help ensure better engagement.

Describe the creative idea / insights (30% of vote)

Persons with dementia are able to recall things from many years ago rather than recent memories. So, these fond memories became our tool to help delay the memory loss in the patients.

Describe the strategy (20% of vote)

Based on this understanding, we gathered information by talking to patients and their caregivers. And we got to know the events, people, hobbies and other milestones from their lives that they fondly remember even now and are most interested in.

Describe the execution (20% of vote)

We turned these fond memories into mind-stimulating tools called ‘Memorables’. Personalized for every patient, each set of ‘Memorables’ contains games, puzzles and other tools that help in better engagement.

List the results (30% of vote)

Engagement rate with Memorables is 10 times more than the usual ones. The medical fraternity is also optimistic about these tools. Memorables became a topic of conversation in various dementia caregiver support groups, and health shows. 98% caregivers found this tool effective. 65% caregivers have already reordered their next set of Memorables.


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