afaqs!

Plan B bags creative mandate for Nova IVI

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | May 21, 2013
The agency will partner Nova IVI in its advertising for Assisted Reproductive Technology facilities across the country.

Plan B, the Bengaluru-based branding and communication specialist, has won the creative mandate for Nova IVI, a healthcare brand that offers infertility treatment.

The mandate includes communication across TV, print, radio and outdoor, as well as in-clinic communication. The launch campaign for Nova IVI will attempt to position the brand as 'the most trusted and respected name in ART'. The campaign is scheduled to begin early next month.

For the agency, the win follows a multi-agency pitch process. A similar pitch for a media agency has just been completed; the result is pending.

Anirudha Mukhedhar

Talking about the new win, Anirudha Mukhedhar, founder and chief executive officer, Plan B, tells afaqs! that the upcoming ad campaign for Nova IVI will showcase "the brand's world-class pedigree and expertise while educating couples on ART or Assisted Reproductive Technology."

Plan B will focus on creating communication that will facilitate an open and trusting relationship between Nova IVI and its target audience. The agency shares that the upcoming campaign will address couples from SEC A and B, in the age group of 28-45 years.

For the record, Nova IVI is a joint venture between India's Nova Medical Centers, a short-stay surgery group and IVI Spain, a group with interests in reproductive medicine, with 22 clinics spread across Europe and South America.

In India, Nova IVI is currently an 18 month old chain of six clinics spread across the country; the plan is to up this number to 30 over the next two years, afaqs! learns. Nova IVI had not appointed a full time communications partner until now. However, Ogilvy Bengaluru has worked on a TV commercial for the brand in the recent past.

Among Plan B's key accounts are names such as MTR Foods, Megamart, Manipal Media Network (a part of the Manipal Group) and Jubilant Industries. Besides mainstream advertising, the agency specialises in brand identity, packaging and private label and internal branding. Plan B's sister concern, Restore Solutions, offers retail design solutions.

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