The campaign which got us the mandate to promote this specialized clinic as well as spread awareness about diabetes.

The challenge was what the promise should be about an ailment which has no medical cure. Except, of course, the ‘quit sweets and fries’ treatment – which falls rather majestically when ‘sugar’ is ubiquitous in every food, even the innocuous looking ‘chapati’.

So we dug into our learnings from working on Fortis hospital. And what we said was something any diabetic would love to hear: You can be diabetic, but you don’t need to suffer from diabetes.

Sweet isn’t it?