Graphic Designand Branding

AIG Hospital today is recognized as one of the finest medical institutions in India. Before it could become what it is today, it was called ASIAN INSTITUE OF GASTROENTEROLOGY—a name limiting the hospital to just one discipline. In time as they developed into a hospital with other areas of super specialization with strong research capabilities in niche sectors of medical care they decided to rebrand themselves to be a hospital of multi specialities and not merely Gastroenterology.  With a much-evolved version of their medical capabilities, augmented infrastructure and a new vision they intended to make a brand-new proposition, including targeting corporates. Expanding their offerings they also ventured into a collaboration with the world-famous Mayo Clinic to make world class medical care accessible to the average Indian patient as well.

The new AIG Hospital had to have a sterling positioning, take its offerings to the market and build equity for all its stake holders. The fact that they were a premium multi-speciality hospital, with world class facilities and still accessible to everyone was also to be communicated with this new avatar of theirs. The tie up with Mayo Clinic and collateral for the event announcing the collaboration also needed advertising cum production support.

While the brand identity was already in place, AIG in its new avatar did not have a positioning, the very foundation needed to take the hospital to market. In a highly specialized and critical area like medical care it is also difficult to shape the perception of people to make it seem more accessible and not foreboding. People in general do not see hospitals in a positive light and therefore we had to, through our communication, also break this notion.

We began by LISTENING to the stake holders to understand what developments in infrastructure, capabilities and research had taken place that enabled AIG to make a complete new proposition. Understanding what went into the offering, we STRATEGIZED to first give a concrete shape to the positioning and creating a plan to take the new version of AIG to market. Once we proposed and had consensus on the way forward, we employed our CREATIVE experience to give shape to the entire communication for the campaign that would take AIG to its audience.

We were the first ever to articulate AIG Hospital’s positioning; we crystalized and put down on paper for the very first time their new offering and its manifestation in collateral communication. A complete, all India campaign with collateral that would enable AIG Hospital to communicate its full bouquet of offering; its augmented infrastructure, capabilities, research rigour—all communicated visually and textually via print, video and digital media allowed us to build a strong foundation for institution. We laid the marketing and advertising foundation for AIG Hospital’s new avatar which is serving the brand well event today.  The infrastructure too, an imposing yet welcoming edifice that marks the region with its distinct Neo-Roman architecture today is seen as a one-of-a-kind medical care facility minus the foreboding vibes of a hospital. The event of collaborative tie up with Mayo Clinic was also a big success with our advertising collateral and production support. The PR for the whole event, coverage on camera and press, including BTL were all crucial for the success of the event.