Creative Inc wins two new businesses

By Rashmi Menon , afaqs!, Mumbai | In Advertising | May 24, 2013
In a multi-agency pitch, the Delhi-based agency has bagged the creative mandates of Nova Specialty Surgery and Nova Orthopaedic & Spine Hospital.

New Delhi-based Creative Inc has won the creative duties of Nova Specialty Surgery and Nova Orthopaedic & Spine Hospital (NOSH). The businesses were won after a multi-agency pitch held in the Capital. The agency's Delhi office will handle the account.

Charu Nathan

The account size is pegged at Rs 1 crore.

Nova Specialty Surgery is a pan-India chain of super-specialty hospitals that provides short stay surgeries. The Nova Specialty Surgery account was serviced by Ogilvy Bengaluru earlier, while NOSH has hired a creative partner for the first time.

Charu Nathan, creative director, Creative Inc, says, "While there was an imperative need of building brand visibility, there was a bigger, more pressing need of creating category awareness. This category is the 'Short Stay Surgery' approach." She adds that the campaigns will be direct, hard hitting and will compel the target audience to revisit their criteria when choosing a hospital for surgical procedures.

In the case of Nova Orthopaedic & Spine Hospital (NOSH), the account was won after a pitch process. NOSH focuses on orthopaedics, spine and rheumatology, and provides surgical treatment and rehabilitation.

Nathan says that for NOSH, the value proposition and brand attributes have to be communicated to the target audience in the simplest manner. Hence, the campaigns will capture the sentiments of cured patients ready to resume normal life.

The creative mandate of both the businesses will comprise print, radio, outdoor, onsite, industry-specific and in-clinic communication channels. The campaigns will target the elderly and young people, and also emphasise on sports medicine, trauma and rehabilitation facilities.

In 2009, Nova pioneered the concept of short stay, affordable and accessible surgical care. In its second phase, it set up surgical facilities focusing on certain specialities, with Nova Orthopaedic & Spine Hospital being one of them.

Creative Inc is managed by Pramit Jagannathan, director, strategy, and Charu Nathan, creative director. The agency has dealt with the healthcare vertical, both from B2C and B2B perspectives. Some of its clients include FIONA, Berkeley Health Edu and WLCI.

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