Ad Campaigns
BBH India creates live radio spots for Abbott
MUMBAI: BBH Mumbai has released a case study on the first ever live radio spots for Abbott’s The Race of Possible’ campaign, which received overwhelming response in India.
Here’s some background to the case study.
Abbott launched ‘The Race of Possible’ campaign as part of its global brand campaign – ‘Life to the fullest.’
The campaign celebrates people who have lead healthier, fuller lives because of Abbott’s breakthrough products and innovations.
As a part of the integrated campaign, BBH was tasked to drive local relevance through radio. BBH created a radio campaign that was recorded live across three locations in India.
Using real people with real medical conditions, audio was captured when these patients performed three different high adrenaline sports, pushing their physical boundaries.
“We’ve all done thousands of radio spots before, generally, in a studio, with trained voices acting out a situation. In this case our studios were Goa, Bir and Ladakh and our voices were real patients who were really white water rafting, paragliding off a cliff and running a marathon in the Himalayas. Establishing the authenticity of what we were doing was incredibly important and working with Resul on this project has been a masterclass in audio craft. His approach to the reality of the experience, his commitment to excellence and his technical inputs have been inspiring. And then Bejoy did a tremendous job of capturing this reality, in a cinematically exciting way. It could very easily have been a very scrappy making of video and while these are technically still making of in nature, they are cinematically a joy to watch,” said BBH India managing partner Russell Barett.
To extend the campaign to a larger audience, BBH captured ‘the making of’ the radio spots. The digital films, released on 19 September, 2016, have received overwhelming response, with over 2.6 million views and growing activity across social media networks.
The stories were also taken to outdoors across Mumbai and Delhi.
BBH collaborated with the best in the business on the campaign – with Oscar winning sound designer Resul Pookutty, acclaimed filmmaker Bejoy Nambiar and National Film Award Winner DOP Rajeev Ravi.
CREDITS:
Client: Abbott Healthcare Pvt. Ltd.
Agency: BBH Mumbai
Chief Creative Officer & Managing Partner – Russell Barrett
CEO & Managing Partner – Subhash Kamath
Creative Director – Sapna Ahluwalia
Copywriter – Yohan Daver, Shivani Krishan
Art Director – Sapna Ahluwalia
Executive Producer – Rahul Kulkarni
Business Head – Delon Mascarenhas
Sr. Business Partner – Tejal Turakhia
Business Partner – Shivani Dand
Strategy Director – Soumitra Patnekar
Senior Strategist – Naina Meattle
Production House – Black Sheep Live
Head of Production – Niddhish Puuzhakkal
Sound Mixer / Designer – Resul Pookutty
DOP – Rajeev Ravi
Director – Bejoy Nambiar
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
