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Back to the thinking

Dr. Batra's / A campaign story

What if the “before”
made you smile?

A small reversal opened a warmer way into familiar before-and-after communication.

ClientDr. Batra's
CategoryTVCs & Digital Films
The taskRefresh the emotional language of hair-loss communication
Colour pencil artwork for Dr. Batra's

Dr. Batra’s had spent a long time communicating through before-and-after print advertising. For its television campaign, the brand needed to refresh how people saw and felt about it, while keeping its identity as a healthcare brand intact. Repeating the familiar comparison on a different screen would only go so far.

Developed in-house, the campaign turned that comparison around by making the “before” more adorable than the “after”. The familiar structure was still there, but the emotional response to it changed. The audience was invited to smile at something they would ordinarily be expected to want to leave behind.

A cute face, a hummable jingle and a cinematic treatment brought that reversal together. Each element supported a warmer, more approachable brand expression without making the communication lose sight of the business it represented.

The film gave Dr. Batra’s a fresh way back into a familiar conversation. The creative change lay in the feeling attached to the before-and-after idea, giving an established advertising device a different role in the brand’s television presence.

Sometimes refreshing a brand begins with changing the feeling.

The work, on screen.

A different brief.
The same curiosity.

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