Vijayarathna Venkatraman On How AI And Insight Combine In Campaign That Puts Science Over Superstition In Maternal Care

The ad film is developed entirely using AI-generated characters and environments and is built on the satirical take on the unsolicited advice often given to pregnant women, from neighbours, milkmen, salon ladies and even security guards, says Motherhood Hospitals. 

Often in India, pregnant women are bombarded with superstitions like drinking saffron milk to get a fair baby or doing a certain physical activity to ensure normal delivery — the ad humorously spotlights that while these ads have the right intention of care, they can often be unscientific and misleading, says the network.

Speaking of the Motherhood One app and ad film, Vijayarathna Venkatraman, CEO of Motherhood Hospitals, says, "For the first time in India, mothers can access this level of personalised care through Motherhood Hospitals, setting a new standard in maternal care. Overall, we wanted the ad film to convey the message that by accessing expert medical advice on their mobile device, Motherhood One empowers mothers to navigate their pregnancy journey with confidence and ease. Apart from myth-busting on pregnancy, the ad film captures how the app helps women stay on top of health milestones, building an emotional connection with the baby, or receiving real-time medical advice."

Robbie Anthoney, Founder of Phantom, says, "As Indians, we're all so wonderfully skilled at doling out advice, most of it unsolicited. We're all 'experts,' regardless of whether we're qualified to speak on the subject or not. Our job, as an agency, was to pitch the Motherhood One app as the real expert — and to do that in a fun and engaging way."

Through storytelling and creative use of AI avatars, the film delivers a clear message: When it comes to pregnancy, listen to medical experts and not hearsay. The video positions the Motherhood ONE app as the go-to, credible source for medical guidance — offering expectant mothers instant access to gynaecologists, real-time symptom tracking, medication reminders and pregnancy journal, among others, adds the network. 

The ad is being rolled out across social media with strong amplification through digital influencers and parenting communities. The ad film was produced in collaboration with the in-house marketing team and Phantom for the campaign. Influencer marketing is planned for the subsequent months. The uniqueness of this campaign lies in the four different communications from different characters, displayed across all platforms, says Motherhood Hospitals. 

Motherhood Hospitals concludes the team adopted Claymation, a rarely used technique in Indian healthcare advertising, to present humorous and exaggerated visuals of everyday people — liftmen, milkmen and managers. The format added a light-hearted appeal while keeping the message impactful. AI was used innovatively in the video production process.

For more information, visit www.motherhoodindia.com. You can also follow Motherhood Hospitals on Facebook, LinkedIn, X, or on Instagram. 

*Image courtesy of contributor