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strategy services
creative services

story of
a new life

positioning a brand as a  companion, guide & mentor during the journey of life


Create a  brand outreach campaign for Fortis Mamma Mia that wasn’t in your face, resonated with the target group & created a strong brand connect.


Women are attached to their gynecologists and that bond is hard to replace. However, by emoting Mamma Mia’s brand proposition as part of a larger narrative on pregnancy, we could position the brand as a companion, guide & mentor during pregnancy.


Mamma’s Journey, a video series traced the pregnancies of three expecting moms, following them through their highs & lows from the first trimester up until birth.


Episodes set and shot all over Delhi NCR take these moms-to-be to hospitals & yoga classes, scans & restaurants, shopping & ‘babymoons’.


The participants were recruited through a social outreach contest. They shot for 12 episodes & shared a series of video logs with the audience to keep the world in loop about their journey towards motherhood.


Marketing Channels:
1. Social
2. Search
3. Radio
4. Print


Moving away from a “doctor led” approach adopted by healthcare brands, we led with the ‘lifestyle’ approach to connect with the audience that was largely urban, educated women who were looking for a trusted partner to hand hold them through their pregnancy.


of the audience that engaged with
Mamma Mia content on Facebook were women


The amount of time users spent on Mamma Mia
YouTube channel during the campaign.


Increase in the footfalls at Mamma Mia centers during the campaign, resulting in direct impact on bottom line.