// Mankind Pharma //
Mankind Burj Khalifa
BRAND OVERVIEW
Burj Khalifa Campaign
Mankind Pharma's Burj Khalifa campaign, launched in July 2023, was a major corporate event showcasing their commitment to affordable, high-quality medicines, highlighting their DMF (Drug Master File) grade APIs and global vision with stunning visuals on the iconic skyscraper, symbolizing innovation, quality, and making life-saving drugs accessible worldwide.
INDUSTRY
HEALTHCARE & OTC
Campaign Name
DMF Corporate Campaign
SERVICES
MEDIA PLANNING & BUYING
The Campaign
01.
The Event
A dazzling video projection on the Burj Khalifa in Dubai on 20th July 2023, with the core message: Reinforcing dedication to excellence, innovation, and making quality medicines affordable. Mankind emphasized their use of APIs meeting high standards (like those submitted to the FDA in DMFs), even noting DMF isn't mandatory in India but signifies top purity.
02.
Media Amplification
Initially, we wanted to promote the 3-minute long video through YT reach and frequency campaigns. A 60-second more impactful and engaging vertical edit was created and then leveraged through shots only pilot to maximize the reach and views of the target audience at lower CPMs and CPVs than a 3-minute horizontal asset.
Google CaseStudy
The product used here was VRC 2.0 Shots Only. Shots Only campaign delivered reach and views at a lower CPM compared to longer formats on YouTube as well as Shots formats on social.
RESULTS
65 Mn Unique Users
Unique Users at 37% of the cost
8.2 Mn Views
87% Lower CPM