Pharmevo
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Project Overview
Not for quick edits or price-first work.
- Category: Healthcare Awareness Campaign
- Client: Pharmevo
- Distribution: Social Media / Digital
Overview
In November 2024, Pharmevo, a leading pharmaceutical brand in Pakistan, launched a heartfelt digital video campaign for World Diabetes Day. With over 30 million diagnosed diabetes patients in the country—and many more undiagnosed—the aim was clear: to create awareness, educate the public, and encourage early detection through their Dibot diabetes assessment tool.
The campaign was led by Mahesh Kumar Khatri and Muhammad Imran from 2K Germs, with CP Films producing under the leadership of Mohammed Ali Hakeem.
Objective
Raise public awareness of diabetes as a silent pandemic in Pakistan and highlight the importance of family support in encouraging early diagnosis and management.
Core Idea
“One person in the family must take a stand to protect everyone’s health.”
The narrative centered around family relationships, showing how persistence and care can overcome denial and reluctance—especially in elder family members.
Execution
Format: Digital Video Commercial (DVC)
Cast:
- Waseem Badami (Brand Ambassador)
- Fouzia Effendi as the Mother
- Ilyas Nadeem as the Father
- Osama Ranjha as the Son
- Lyba Anwer as the Daughter-in-law
- Direction: Edward Kennedy
- Platform: Social media distribution across Facebook and other digital channels
- Key Visual Element: Waseem Badami’s closing message urging viewers to take responsibility for their loved ones’ health, paired with animations of the Dibot tool.
The storyline depicted a daughter-in-law urging her father-in-law to take a diabetes risk assessment, despite his stubborn refusal. Her emotional revelation—that she had lost her own father to the same negligence—moves the family to act. The DVC closes with Waseem Badami introducing Dibot, enabling free prediabetes and diabetes assessments via WhatsApp.
Challenges
- Minimal production budget
- Tight turnaround time
- Need to balance emotional storytelling with a clear product message
Results
High engagement on social media, with thousands of shares and comments praising both the emotional storytelling and the public health message (Video Link 1 | Video Link 2).
Positive client feedback, with Pharmevo commending the campaign’s ability to resonate emotionally while effectively communicating the Dibot tool’s benefits.
Key Takeaways
By anchoring the campaign in relatable family dynamics and ending with a trusted public figure’s endorsement, Pharmevo succeeded in delivering a powerful blend of emotion and action—proving that health awareness can be both moving and measurable.
- Next Step
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