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Mullen Lintas revives Indian dance classic in first work for online retailer PharmEasy

Mullen Lintas has created its first work for online pharmacy PharmEasy with a campaign featuring a famous Indian dance track from the 1990s.

Ads show customers dancing to Urvashi, a track composed by A R Rahman for the 1994 movie Kadhala, after seeing the savings they can make by ordering through PharmEasy.

Lyrics in the song have been tweaked to include the line ‘ Take it easy PharmEasy’.

PharmEasy co-founder Dr. Dhaval Shah said “We are very happy to work with the Mullen Lintas team and the results are very exciting. They have taken our simple brief and created something beyond our expectations.

“Considering the agency’s work portfolio, we are confident that the association, especially this campaign will ensure an effective brand strategy and communications and give us the desired growth.”

Mullen Lintas won the PharmEasy account after a competitive pitch.

MullenLowe Lintas Group group chairman and chief creative officer Amer Jaleel said an idea can sometimes be so tempting and obvious “that it has to be wrong just because it comes so easy”.

“We had such an idea on PharmEasy,” he said. “The only reason why we went ahead with full conviction was that the strategy, the idea and the execution were so fused with one another that it became undeniable.”

The agency said the soundtrack “adds to the memorability of the film and conveys the message in a fun and quirky way”.

The campaign will run online and offline.

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