MAM
Mullen Lintas creates a new narrative for Manipal Hospitals with their latest brand campaign
Mumbai: Mullen Lintas, one of MullenLowe Lintas Group’s acclaimed creative agencies, has unveiled an exciting new advertising campaign in collaboration with Manipal Hospitals, one of the leading healthcare providers in the country, aimed at inspiring individuals to prioritise their own well-being. The campaign encourages audiences to adopt a proactive approach to their health, ultimately preventing the need for reactive critical care situations.
In an era where healthcare communication has become all about expertise, equipment, facilities etc, Manipal Hospitals and Mullen Lintas have collaborated to convey a powerful emotional message through thought-provoking campaigns. The central theme revolves around the idea ‘Take Care Of Yourself’ which communicates the core message that the best way to prevent reactive critical care is by taking care of our own health every single day. And Manipal Hospitals strongly encourages taking preventive care of your health on a daily basis so that you are less dependent on curative, critical medical help.
Commenting on the relatability of the campaign, Manipal Health Enterprises Pvt. Ltd COO Karthik Rajagopal said “In today’s fast paced world, we often neglect our well-being in the pursuit of success, losing our quality of health. Following this insight, we decided to launch a brand campaign ‘The best gift that we can give to our near and dear ones is the gift of our own good health.’
For this, I would like to applaud the efforts of Mullen Lintas and Director, Gauri Shinde, in bringing this idea to life. We’re grateful for this partnership and hope everyone will appreciate this message.”
Through a masterful blend of emotional storytelling and poignant narratives, Mullen Lintas Bangalore captures the essence of personal health journeys through various stages of life. Each story resonates with viewers on a deeply relatable level, underlining the importance of adopting balanced lifestyles, the need to exercise regularly, and early intervention. The multi-film campaign subtly highlights the potential consequences of neglecting one’s health, while also celebrating the positive outcomes that arise from being proactive.
Sharing thoughts on the campaign, Mullen Lintas CEO Hari Krishnan said, “Healthcare communication has for a long time been about brands talking about themselves to consumers, almost in a one-way approach, about their expertise, facilities, infrastructure etc. We felt that the time is right to elevate the conversation. As one of the pioneers in modern healthcare in India, the onus of exemplifying thought leadership rests with Manipal Hospitals. With this as our guiding light, we conceived a campaign which, at its heart, is all about encouraging people to take care of their health so they never need to be taken care of in a hospital. It’s very bold in that sense, for a brand to consciously decide to not talk about themselves and the team at Manipal Hospitals deserves all the credit for taking this leap.”
Brands
CEAT signs Yashasvi Jaiswal as brand ambassador in multi-year deal
The tyre giant is backing one of Indian cricket’s brightest young stars, deepening a sporting association that goes to the heart of its brand strategy
MUMBAI: CEAT Limited has signed a multi-year partnership with Yashasvi Jaiswal, one of Indian cricket’s most electrifying young batters, effective 1st April 2026. The deal adds fresh muscle to the Mumbai-based tyre maker’s long-running bet on cricket as its primary marketing canvas.
Jaiswal’s rapid rise in international cricket made him a coveted name in the sponsorship market. His composure under pressure, consistency across formats and an almost unnerving adaptability at the crease are precisely the qualities CEAT wants consumers to associate with its tyres. The brand has historically aligned itself with cricketers who embody control and dependability, and Jaiswal fits that template with little coaxing.
Anant Goenka, vice-chairman of RPG Group, framed the signing in the language of shared values. “Cricket has always been an integral part of CEAT’s brand journey, and we are delighted to welcome Yashasvi Jaiswal to the CEAT family,” he said. “He is one of the most exciting young talents in Indian cricket today, and the qualities he brings to the game — control, dependability and adaptability — align strongly with the values we stand for as a brand. We believe Yashasvi has the potential to lead across tournaments and formats in the years ahead.”
Jaiswal, for his part, was equally enthusiastic. “I am excited to begin this association with CEAT, a brand that has such a strong legacy in cricket and has been associated with several respected names in the game over the years,” he said. “It is always special to partner with a brand that shares your passion for cricket.”
CEAT, founded in Italy in 1924 and now the flagship company of the US$5.2 billion RPG Group, produces more than 41 million tyres a year and sells across 110 countries. It is the first tyre brand to receive both the Deming Grand Prize from the Union of Japanese Scientists and Engineers and the World Economic Forum’s Lighthouse Designation for its use of fourth industrial revolution technologies — credentials that suggest a company comfortable playing the long game.
And that, perhaps, is why Jaiswal makes such sense. He is 23, already a Test opener for India, and almost certainly just getting started. For CEAT, signing him now is less a sponsorship and more an investment — in a career, and in a cricket-obsessed market, that has plenty of overs left to play.
