MAM
PharmEasy continues marketing blitz with three new commercials
NEW DELHI: PharmEasy, the online medicine and healthcare ordering app, has launched a new three-film campaign called ‘DanceEasy’, which reiterates that ordering medicines on the platform is so easy that it will make one dance. The campaign has been conceptualised and created by Leo Burnett India.
The platform has always aimed to make the complicated world of medicines as simple as possible. Taking forward its ‘take it easy’ narrative, the campaign addresses the top three consumer apprehensions where medicines are concerned – value for money, availability and getting genuine medicines.
Each film in the DanceEasy campaign addresses a consumer concern along with a wacky dance step to the catchy tune of the famous number – Urvashi. In every film, the consumer’s strife has been creatively depicted as a dance form.
Saumil Parekh, vice president marketing, PharmEasy, said, “We thought of conceptualising short advertisements that would not only build a connection with our audience but do so in an engaging and fun manner. Our aim was to show how easy ordering medicines can be with PharmEasy, and the before and after versions of these dance forms is our way of depicting that. PharmEasy has always focused on being a customer-centric brand, and we have tried to highlight the problems that customers face when shopping for medicines on a regular basis, and offer a simple solution for the same.”
Vikram Pandey, national creative director, Leo Burnett said, “PharmEasy’s music track — a rehashed version of Urvashi — is a great brand asset and helps break clutter every single time. For this campaign, we used it to challenge offline medicine buying behaviour. We turned each pain point into a dance form – so roaming from shop to shop in search of prescribed medicines became bhatak nritya, expensive medicines became kharchnatyam and so on. The films are funny yet memorable, we are confident this campaign will help build the brand narrative further.”
The brand is competing in an extremely competitive market that includes players such as 1mg, MedLife, Amazon Medicines, NetMeds and several others. Most of these companies are heavily funded and have been going for big marketing campaigns to acquire audiences. PharmEasy has been advertising across big ticket properties such as Indian Premier League and ICC World Cup 2019.
The brand also recently appointed Gaurav Verma as CMO.
MAM
Beacon Group appoints Dr Rajesh Patel as Group CEO
36-year healthcare veteran to lead Beacon Diagnostics, Vector Biotek, Biogeny.
MUMBAI: A new chief, a fresh diagnosis and a sharper prescription for growth. Beacon Group has appointed Dr Rajesh Patel as its Group Chief Executive Officer, effective April 1, 2026, signalling a decisive push to scale its presence in the diagnostics and IVD space. Patel steps into the role with 36 years of experience across the healthcare and diagnostics industry, bringing a career shaped by leadership roles spanning sales, marketing, business development and operational strategy. His mandate is both expansive and precise: to steer the group’s overall strategic direction while tightening coordination across its three core entities Beacon Diagnostics, Vector Biotek and Biogeny Diagnostics.
In practical terms, that means driving cross-company synergies, accelerating market expansion and strengthening organisational capability areas increasingly critical as diagnostic players compete for scale in a fragmented yet rapidly evolving healthcare ecosystem. The group is positioning itself to capture unmet demand across chain laboratories, key accounts and standalone labs, segments that remain underserved despite growing diagnostic needs.
The appointment comes at a time when the In Vitro Diagnostics (IVD) sector in India is entering a more competitive and innovation-led phase, with companies focusing not just on product pipelines but also on service delivery, integration and customer-centric models. Beacon’s leadership appears to be betting that Patel’s execution-focused approach can help translate ambition into operational momentum.
Welcoming the appointment, Chairman Dr D K Joshi described Patel’s induction as a strategic move aligned with the group’s long-term vision, emphasising the role of leadership depth in navigating the next phase of growth.
For Beacon Group, the message is clear, in a sector where precision matters, leadership is the new differentiator—and this appointment is intended to set the tone for what comes next.
