Obesity has been a widely discussed topic due to its harmful effects on health. The increasing cases of obesity in India can be attributed to changing lifestyles, stress, and binge eating habits. Despite all brands talking about obesity, there is a lack of real commitment towards tackling the issue, with most brands restricted to lip service.
Vibes Healthcare took a unique approach and initiated a pan-India drive to educate people about obesity. This anti-obesity campaign, using board game imagery, was a breakthrough in the field. It gained immense on-ground and online traction, creating a shared reality with people by using board game icons to depict obesity and solutions.
House of Lions conceived this campaign, and it successfully created a different visual paradigm for Vibes. Amit Shankar, Founder and Creative Director of House Of Lions, said, “We knew that we wanted to create a different visual paradigm. To us, using the simple yet powerful imagery of Ludo, scrabble, carrom board, and snake and ladder was the surest way of grabbing instant attention. I am glad the campaign worked well for Vibes.”
Ankur Jain, the Joint Managing Director of Vibes Healthcare, has revealed that the ‘Losing Weight is Child’s Play’ campaign was launched across 31 centres in India and Dhaka. The campaign utilised videos from top doctors from various medical streams to highlight the serious implications of obesity. The brand also provided communication, counselling, and solutions to help people who were keen on losing weight.
According to Rahul Kaul, the Director of Strategy at House of Lions, the campaign’s success was not surprising as it was rooted in insight. The simplicity of the message helped the campaign to stand out. The ‘Losing Weight is Child’s Play’ campaign included activation at the retail level, along with anti-obesity runs, walks, seminars, counselling, and more.