The ad campaign has been conceptualized and executed by DDB Mudra North along with The International Union against TB & Lung Disease
India has been battling the air borne disease –Tuberculosis, since decades and more. The disease has been a taboo and paucity of open conversation around it has led to high mortality and morbidity. 1 person dies every minute due to TB in India and the country has the highest global burden with every 1 in 4 TB patients being Indian. Earlier, the government has made several attempts to create awareness about the symptoms, cure and eliminate the stigma around it. The two key issues faced are that a lot of people do not take the symptoms seriously or don’t get early diagnosis for TB and once they avail the treatment, many patients drop out without completing the course. This results in drug resistant TB, which is complicated and often fatal.
The main objective therefore, was not only to create awareness about TB symptoms and the need for early diagnosis but also to emphasize that incomplete treatment can be more serious & complicated. DDB Mudra North partnered with the government for creating a campaign which would galvanize the nation towards the mission of ending TB. The campaign was thus aptly titled ‘#IndiavsTB,’ where it calls to the nation to unite against Tuberculosis. The objective of the campaign was to build momentum around the mission of making India TB Free.
Given the stigma around TB, the campaign had to be powerful yet sensitive towards the patients suffering from it. Hence, the face of the campaign was no other than Mr. Bachchan who not only survived the deadly disease but is also completely cured from TB. What made the campaign credible and highly relatable is the fact that Mr. Bachchan was open and willing to talk about his own ailment and his struggle around it.
DDB Mudra North partnered with The International Union against TB & Lung Disease to create a 360-degree campaign comprising of TVC, digital, radio and newspaper activations. The films mainly focused on recognizing symptoms of TB, the importance of completing TB treatment and the challenge of MDR TB while highlighting the fact that free testing facilities are provided by the Government. In one of the films Mr. Bachchan, played the role of a local barber who humorously associates the incomplete grooming of the beard with the incomplete course done for TB. In another one, Mr. Bachchan played the role of a garage mechanic, and expressed surprise at a customer who seems to be oblivious of his TB symptoms. The 3rd film, talked about the fatal consequences of drug resistant TB. All the ads lay emphasis on free testing and treatment facilities provided at Government hospitals and Health care centres. Mr. Bachchan, as the face of the campaign makes the fight against Tuberculosis, a national issue where ‘TB harega, desh jitega’ (TB must lose and India must win).
These films have been currently hosted on a YouTube Channel called- Call to Action For a TB-Free India and have been showcased in cinema screens across the country. These films will soon be released on television along with a series of digital films, print and OOH activations.
Agency: DDB Mudra North
President and Managing Partner, DDB Mudra North: Vandana Das
Chairman and CCO, DDB Mudra Group: Sonal Dabral
Creative: Shivil Gupta, Subhashish Datta, Amarjeet Panesar, Saket Srivastava
Account Management: Urvashi Guha, Mohit Kumar, Rakshit Behel