TIMES NOW is an English news channel beaming out of India. In 2017, it saw a change in its Editorial leadership and a need was felt for a campaign that reinforces its position as a thought leader in the English news space, through brand communication. There are roughly 190 million cars in India. In the metros, during peak hours, emergency vehicles with patients get caught in snarls leading to the death of the patient. This is a rampant problem across major cities where educated English speaking people make for the bulk of drivers on the road in private vehicles.
The campaign: #PathToLife.
Creative brief: Launched on the 22nd of Aug, the film recreates a plausible scenario where a middle aged woman suffers a heart attack and her child accompanies her in an ambulance. The vehicle gets caught in traffic and is helped by empathetic individuals who communicate and respond to each other through indicator lights etc and eventually clear the way for the ambulance.
The Challenge: To personalise the viewing experience for the viewer.
Impact: The #PathToLife film, garnered 1 million views in 10 days with an average timespend of 18 secs (the Facebook average is 15secs). Views continued to multiply over the days that followed, reaching 3 million within 14 days of launch, with an average time spend of 19secs. As of April 2019, on Facebook the film has been viewed 22.2 million times.