Brands
Brandcare crowned India’s health agency of 2025 in global TopFice ranking
MUMBAI: Brandcare has been named India’s Health Agency of 2025 by TopFice, a global, independent ranking platform, marking a rare international recognition for Indian healthcare communications.
The Mumbai-based firm is the only specialised Indian healthcare agency to feature in the 2025 rankings, placing it alongside global leaders such as Klick Health, Igloo Lab, VML Health and Area 23.
TopFice’s assessment is based on agency performance across leading international creativity and effectiveness festivals during 2024–25. The ranking aggregates results from 72 award shows and more than 11,000 trophies worldwide, offering a consolidated measure of creative excellence.
Founded as an independent healthcare-focused agency, Brandcare has built its reputation on blending scientific rigour with culturally rooted storytelling. With operations in India and Singapore, the agency has expanded into a full-service healthcare communications partner, integrating digital, analytics and health technology capabilities.
Among the campaigns cited in the ranking is Edema Pranaam, which reimagined the traditional Indian gesture of pranaam as a visual cue for detecting pedal edema, an early indicator of cardiac risk. Another, Drain Edema, used a stark visual metaphor to make fluid retention clinically and emotionally visible.
The agency was also recognised for Gram Health Locket, a digitised wearable health record developed with Keshav Srushtee for tribal communities in western India. The initiative has reached 31 villages and more than 11,000 families.
“The TopFice recognition is a testament to Indian creativity and effectiveness in healthcare communication,” said Brandcare founder, CEO and CCO Rashmi Thosar. “It reinforces our belief that healthcare advertising demands cultural sensitivity, scientific integrity and creative excellence.”
This year’s TopFice edition marks its first comprehensive evaluation of agencies from Asia and Africa, reinforcing Brandcare’s position as a global contender from India in specialised healthcare communications.
Brands
Flipkart plays on Ugadi vs Yugadi debate in festive campaign
Light-hearted film turns pronunciation clash into deals and delight
MUMBAI: Flipkart is turning a tongue-twister into a talking point with its latest campaign around Ugadi, playfully diving into the age-old debate of Ugadi versus Yugadi.
Conceptualised by 22feet, the campaign leans into a simple cultural truth. While pronunciation may differ across Andhra Pradesh, Telangana and Karnataka, the festive spirit and the urge to shop remain universal.
The campaign film captures this with a humorous back-and-forth between Telugu and Kannada speakers arguing over the ‘right’ way to say the festival’s name, only to land on a cheerful twist where both sides are rewarded. It is less about settling the debate and more about celebrating it.
At the centre of the activation is an interactive microsite, where users can share festive wishes and unlock exclusive deals on the Flipkart app. The idea turns a linguistic quirk into a participative experience, nudging users to engage while they browse.
The campaign is being amplified across digital platforms, including Meta, along with integrations on Flipkart’s own ecosystem, encouraging users to join the conversation and cash in on festive offers.
22feet chief creative excellence officer Vishnu Srivatsav said, “Small cultural nuances often create the most interesting ideas. The pronunciation debate gave us a playful starting point, and from there we built a take that is both celebratory and distinctive.”
In blending humour with heritage, Flipkart’s campaign shows that sometimes, it is not about who is right, but how everyone can win, especially when there are deals on the table.
