MUMBAI, INDIA – “PharmEasy, PharmEasy… Take It Easy.” goes the iconic jingle. After a three-year hiatus from television, India’s leading digital health platform, PharmEasy, is back on screens nationwide with a diagnostic twist and a bold promise: ‘On-Time or FREE.’
Teaming up with BusyPeople, the independent creative shop helmed by Garima Khandelwal (a.k.a. MadamG), PharmEasy’s new campaign brings back the iconic dancing uncles – this time, channeling two universal truths: food cravings and the fury of lateness. In a comedic clash of personalities, the film cleverly highlights the very real tension of waiting (while fasting!) for that all-important lab test.
But beneath the laughs lies a serious consumer pain point. Diagnostic testing is often an early morning ritual, plagued by unpredictability that includes delays, missed appointments, and growling stomachs. PharmEasy aims to rewrite that narrative. Backed by a sprawling network of over 1900 phlebotomists and coverage across 4000+ pin codes, the platform boasts a staggering 99%+ on-time adherence rate which enables them to do what few dare: promise punctuality or foot the bill.
“We kept the tonality of the brand at the center while working on the campaign, sharply landing the offering, keeping it relevant, relatable and entertaining,” shared Garima Khandelwal, Founder and Creative Director, BusyPeople.
“This campaign is a reflection of how far we’ve come in our journey of simplifying healthcare and making it truly accessible and dependable for every Indian. Diagnostic testing is a sensitive experience – fasting is tough, but waiting shouldn’t be. Our promise is simple: you pick the time slot, we’ll be there. If we’re late, your test is on us”, said Siddharth Shah, MD & CEO, API Holdings.
Gaurav Verma, Chief Business Officer, PharmEasy (API Holdings) said, “When you are fasting and waiting for a blood test to be done, every minute feels like an hour. We built this feature from a deep understanding of that frustration. You’ve done your part—waking up early, skipping breakfast. The least we can do is show up on time. That’s our way of saying we care.”
At the heart of the campaign is the return of the iconic jingle inspired by the track ‘Urvashi Urvashi’. First launched years ago, the track has since become one of the most recognisable sound assets in Indian healthcare advertising. The campaign reaffirms PharmEasy’s commitment to making healthcare simpler, faster, and easier.
CREDITS
Partner Agency: BusyPeople
Founder & Creative Director: Garima Khandelwal, MadamG
Head of Business: Ruchika Khanna
Creative Lead: Prakash Kataria
Production House: Zig Zag FIlms
Director: Abhijeet Sudhakar
Producer: Anupama Ahluwalia
