LifeCell strikes a chord with pregnant women with ‘The Gift’


Chennai, December 04, 2013

LifeCell, India’s largest stem cell bank, has launched its first ever national campaign with ‘The Gift’ television commercial that will be on air from 4 December. Conceptualised by 1pointsize, the film will be screened on GECs, News Channels, Lifestyle Channels and Regional Channels.

Mayur Abhaya, MD & CEO, LifeCell International, says, “LifeCell has always been a pioneer in its domain of operations. We were the first to launch umbilical cord banking in India to preserve the new born baby’s stem cells at birth. Now we’re proud to be the first player in our category to roll out a television commercial that distils a complex concept into a simple message.”

Adds V. Ravi Shankar, Chief Marketing Officer, “After winning the trust of over 80,000 families, we decided that this was the right moment to get on to mass media. Our brand makeover and our irresistibly new pricing offered us the perfect excuse for going national.”

Elaborates Sharad Haksar, CEO, 1pointsize, the Chennai-based ad agency behind the campaign, “Umbilical cord stem cells have the potential to protect the baby from over 80 medical conditions. We were searching for a suitable visual metaphor to communicate this protection. That’s when we hit upon the idea of gift wrapping the pregnant belly. Our emotional pitch was simple: Give your baby the one gift that can offer lifetime protection. We think the message will resonate with anxious moms who are open to leveraging the marvels of science for their little ones.”


Client: LifeCell International

Creative agency: 1pointsize

Executive Creative Director: Sharad Haksar

Team LifeCell: Mayur Abhaya, Ravi Shankar.V, Bhuvana.B

Creative team: Anantha Narayan, Sharad Haksar & Remy Francois Sabah

Account management: Aswin Rao

Production house: Electric DreamsCredits

Director: Anirudha Sen

Producer: Suparna Chatterjee

Media Contact: Krithika Narayanan – | 9962582713

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