Fortis. Mumbai ki Dhadkan.
Fortis, one of India’s and Mumbai’s eminent multi-speciality hospital chains, has always been known for its patient care and medical excellence. Fortis decided to create awareness among the citizens of Mumbai for its Heart Care initiative and get them to register for the free cardiac check up drive on World Heart Day.
One of the biggest primary reasons that lead to heart related illnesses is stress. And who better to relate to stress than the citizens of Mumbai, a city that never sleeps. But while stress is an inescapable reality of life, dealing with it by being aware isn’t. We needed to tell this story simply and powerfully, and get noticed and remembered over the heavily funded advertising white noise by scores of other brands. So while brands were telling, warning and sometimes even scaring people about their hearts on one single day and adding to the stress instead of alleviating it, we decided to talk about stress by getting people to unwind. By entertaining them instead of advertising at them.
We created the catchy Mumbai ki Dhadkan (The Heartbeat of Mumbai) song – Mumbai’s very own ‘heart anthem’ in collaboration with international singer-composer and Mumbai boy, Leslie Lewis. Written by us and specially composed and sung by Leslie, the song was a beautiful and relatable ode to Mumbai life and the undying spirit of Mumbai’s citizens that asked them to pledge to take care of their hearts so they can continue to beat strong and long for their beloved city. The message was not to worry about your heart but to come for a concert on World Heart Day – where Leslie and his band along with other musicians and emerging artists will entertain you. And at the concert venue, you can take the pledge to protect your heart by signing up for the free cardiac checkup.
The anthem music video was heavily shared and discussed on social media platforms in the run up to the concert. The concert itself was packed to capacity, with record number of signups for the checkup by the end of it. As a socio-cultural product, Mumbai ki Dhadkan is still watched on YouTube and today, people seamlessly connect Fortis with heart awareness and cardiac care excellence.