Cultivate - Fortis - Mumbai ki Dhadkan

Market Communication

Fortis Mumbai - The Heartcare giver

In 2023, Fortis Healthcare completed 17 years of cardiac care in Mumbai and decided to celebrate with an extensive World Heart Day campaign. Based on Fortis Mumbai’s official World Heart Day anthem titled ‘Mumbai ki Dhadkan’, Fortis Mumbai launched an extensive campaign across OOH, DOOH, social media, radio, bus shelter, offline activation as well as OTT platform like Amazon Prime as the brand truly understands the pulse of its target audience in Mumbai.

Campaign beats louder through collaboration

The Mumbai ki Dhadkan gained further momentum through its association with the Amazon Prime’s medical thriller show Mumbai Diaries Season 2. Beyond exclusive bytes from the show’s star cast, Mohit Rana and Konkana Sen, a special screening of the show was organised for the staff at Fortis Mulund, Hospital. In addition, Radio Nasha’s renowned RJ Rohini went live on her show Jhakaas Mornings directly from Fortis Mulund, Hospital, on World Heart Day to amplify the campaign’s on-ground initiative ‘Dil ka Report card’.

Heartcare continued with Dil ka Report card

‘Dil ka Report card’ was an on-ground activation of the campaign to provide free Heart Health check-up for all at Fortis Mulund Hospital during the World Heart Day week. In this initiative, free Dil ka Report cards were distributed to everyone at a traffic signal in Mulund, Mumbai. ‘Mumbai ki Dhadkan’ campaign reached out to Mumbai Police to thank them for their services and distribute free Dil ka Report cards to protect those hearts which beat for Mumbai’s overall safety.