MyDentist, the largest chain of dental clinics in India with its presence in all major cities, also has a customer base of 6 lakh+ happy patients. For a company that went miles to provide honest and convenient dental care to its patients, being known as the largest dental chain of India was not enough. What was needed was a new brand image and a core brand promise, something that could communicate what the brand stood for, reflecting on its core objective of making people aware of their problems and happy with their smile and oral health.
In a world where almost everybody dreads going to a dentist or neglects their dental problems for the longest time, we wanted to send out a message which reminded people that oral heath matters, and caring for it is the only way to a healthy life. With this, we planned on reviving the whole brand communication, thus building trust and changing people’s perception about it.
The Indian audience, due to lack of dental awareness, has developed aversion and fear towards dental treatments. Reason why, we needed a strong communication strategy that could break that mental blockage and strike a chord by providing a solution to their problems.
The problem called for communication that altered people’s perception about dental services and developed trust towards mydentist. The creative approach, thus had to have a single powerful insight that was rational yet relatable for all, something that highlighted the attributes of the brand, making it the ultimate trusted one-stop shop for everyone's dental problems.
The brand’s new campaign ‘HEALTHY 32’ with the slogan ‘A complete care for a healthy 32’, reflected its core objective of making people realize the importance of their oral health. It was also used to highlight the other USPs of the brand. A simple thought that holds a big significance, it was sure to connect deeply with the audience.
With the HEALTHY 32 campaign running throughout all mediums, Mydentist soon emerged as a brand that educated, provoked and pushed people towards undertaking action. The new campaign projected a refreshing brand image, whereas dental camps and other activation programs increased footfalls and brought the brand message to life.