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HDFC Bank
#StopMithani

RAN IN: India

CLIENT
HDFC Bank

Ashish Morone - Head- Marketing Communication

AGENCY
The Leo Group *Lead Agency

Shibani Mitra - Brand Strategy Partner RajDeepak Das - MD & CCO Dheeraj Sinha - MD & Chief Strategy Officer


SUMMARY

Indians are reluctant donors with a “Why give up something for someone else?” mindset. People donate blood only if it’s for someone they care about. With this insight, we built empathy towards Mr. Mithani, who has donated blood 151 times in the last 30 years. Now that he’s 65, donating could be harmful to his health. #StopMithani asked people to come out and donate blood so that he doesn’t have to. We got 3,66,572 new donors in just 1 day and collected 3.11 lakh units of blood, saving lives of 9,33,000 Indians.


Hero Medium: Branded Content

Audience: Mass, public

Objectives: Recruitment

Language: English