mcgarrybowen India’s ‘mfine Healthy Rakhi’ gives sibling bond an innovative twist

image-mcgarrybowen India's 'mfine Healthy Rakhi'-MediaBrief.jpg

The festival of Rakshabandhan signifies a ‘bond of protection’ where the sister ties Rakhi on her brother’s wrist, wishing him good health and a long life. Meanwhile, the brother, in return, gifts her and vows to protect her.

In an ode to bring a new perspective to this old tradition, mfine, in association with mcgarrybowen India, the creative agency from the house of Dentsu Aegis Network (DAN), has launched ‘mfine Healthy Rakhis’. For the record, mfine is India’s fastest growing online doctor consultation app.

mfine Healthy Rakhis are a set of digital Rakhis that every sister can easily send and share with her brother using social media platforms like Facebook, Instagram and WhatsApp. But there is a twist.

Scanning these Rakhis will lead users to a page where they can get an instant resolution for any of their existing health problems. Just how each individual is different and has different health problems, these unique Rakhis are embedded with specific QR codes, which lead users to specific pages of specialist doctors or health check-ups.

The users can then instantly consult a specialist doctor via chat, audio or video call, or book a health check-up from the safety of their homes. And Rakshabandhan being a special occasion, these digital rakhis provided the users with a special discount to consult a doctor or book a health check-up.

Being an AI-Powered online doctor consultation app, mfine gives patients an immediate online access to doctors from the best hospitals. It has 2500+ doctors, 30+ specialities and 500+ hospitals, which gives users an easy access to consult the specialist doctors from the safety of their homes.

Additionally, it also provides online reports and allows free follow-up for five days.

Arjun-Choudhary-Chief-Business-Officer-and-Founding-Member-mfine.jpgArjun Choudhary, Chief Business Officer and Founding Member, mfine, said, “It is imperative for a brand to live up to its brand purpose and play a larger, and a more meaningful role in the consumer’s life.

“Rakshabandhan stands for the promise to protect, and that is the very core of our brand too. So, we decided to own the occasion by adding a healthy and digital twist to it,” Choudhary said.

Aalap-Desai-National-Creative-Director-mcgarrybowen-India.jpgAalap Desai, National Creative Director, mcgarrybowen India, said, “Consumers have become intelligent and love brands that give them a say in the brand narrative, an opportunity for engagement.

“And with this campaign, we wanted to take Rakhi beyond symbolism and make it actionable,” Desai said.


mfine Team:

Arjun Choudhary, Chief Business Officer and Founding Member, mfine

mcgarrybowen India Team:

Nishi Kant, President

Aalap Desai, National Creative Director

Pragati Rana, General Manager

Chirag Shah, Client Servicing Director

Sreejita Chakraborty, Associate Creative Director- Art

Syed Sharik Hassan, Associate Creative Director- Copy

Nitish Sarkar, Head- Digital Production

Apurba Moitra, Group Account Manager

Saurav Banerjee, Group Head- Art

Sandipan Deb, Copy Supervisor

Prashanti Nagashree, Art Director

Alex Vinter, Art Supervisor

Abdul Ajharuddin Ahamed, Senior Art Director

Sarath Ramachandran, Junior Art Director

Anuradha Shrivastava, Senior Strategic Planner

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