Campaign details

Agency: AvianWE
Brand: Philips India

Philips is a reputed brand in India, known for its products in the lighting, consumer electronics and consumer lifestyle categories. Post its split into Lightning and Healthtech in 2015, Philips HealthTech (as the company is now known) found that brand awareness still rested largely around its products in the consumer space. With Philips keen to identify itself as a HealthTech brand, the mandate was clear: To be positioned as a brand that promotes a healthy lifestyle with innovative technology showcasing their two product portfolios: Healthcare and Personal Health.

Objective

Position Philips as an innovator and leader in promoting a healthier lifestyle and facilitating world class healthcare.

Research and insights

  • Philips had a strong brand recall as a consumer lifestyle brand.
  • While there was strong recall for its consumer lifestyle offerings, there was limited/no recall for Philips as a healthtech brand – one that promotes healthy living and also facilitates access to best in class healthcare.
  • COPD is the 3rd leading cause of deaths globally. India and China stand 2nd in deaths due to COPD (WHO).