Adalysis - Kaya

Introduction:
Well, healthcare advertising seems to be on a major wave in India right now. Big names have set up their own dedicated shops to handle healthcare accounts. I have a copywriter friend who's been a Healthcare + Human Care Advertising Copywriter for the past three years. The health sector in India is witnessing major corporatisation and the wellness sector major FDI, retail projects (Kaya, Evolve, Gold's Gym) and entry by big Indian names like Birla etc... By the way, did you know that only 2% of the Indian population has health insurance? This sector is going to go crazy with the rising healthcare costs....

Kaya is currently also running a campaign for its skin clinic with the theme "Designer skin from Kaya". It's got some hot models posing with a lot of skin shown more 'sensually' than 'sexually' in haute-société backgrounds with the line. Will do an adalysis in the near future....

Client: Kaya Clinic

Agency: No idea... I think it's McCann Healthcare or Grey

Adalysis:
Did you know losing weight was dangerous? The current trend is a skepticism of these quick-fix health solutions. TKC found that 22% of a country-wide survey's respondents cited weight problems as a major health concern. The success of weight-loss programmes also showed the rising trend to avail of the same. Today's young and adults are aware of symptoms and ailments and also discerning about the side-effects of quick-fix modern health. They seek holistic, close to natural, harmless methods to feel good as well as look good.

Sickness is being redefined by the Indian consumer to be not just the disease, ailments etc... Rather let me put it this way - Good health is defined as not just the abscence of disease, but also stamina, a fit physique, balanced mentality, etc...

Thus this works! It shows ill-effects of usual weight-loss methods unaware consumers and echoes the aware, careful ones. The ad also caters well to the self-health managers . The increasing awareness of the ill-effects of modern methods and the ad's message is very well in sync. The copy is blunt. And a great call to action by sales promotion for the first 100 SMSes.

But nevertheless, not a clutter breaker. Most players adopt this route except for maybe the mention of side-effects...

Instead of just focussing on the solution provided to the problem, a weight-loss clinic brand could also shed some light into the process. The process is the most difficult part. Why not highlight how the brand understands the perseverance that has to be put in, the pain that has to be tolerated and how the brand stays by you throughout the journey? This would rope in those who have failed at weight-loss attempts as well (there are many!) besides new consumers and consumers of competiting brands. Also the ad just mentions 5 kilos in a week. For those who do not know that losing more than 5 kilos a week is unhealthy, it would be better to mention the same.

References:
Marketing Whitebook
TKC survey
General reading

Appendix:
TKC - The Knowledge Company, a division of Technopak
Self-health managers - those who try to manage their own health by being pro-active, researching ailments, discussing with others and keeping in touch with wellness research. They also end up becoming major opinion leaders in their friends circles.