MUMBAI: BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

Here's some background to the case study.

Abbott launched ‘The Race of Possible’ campaign as part of its global brand campaign – ‘Life to the fullest.'

The campaign celebrates people who have lead healthier, fuller lives because of Abbott’s breakthrough products and innovations.

As a part of the integrated campaign, BBH was tasked to drive local relevance through radio. BBH created a radio campaign that was recorded live across three locations in India.

Using real people with real medical conditions, audio was captured when these patients performed three different high adrenaline sports, pushing their physical boundaries.

"We've all done thousands of radio spots before, generally, in a studio, with trained voices acting out a situation. In this case our studios were Goa, Bir and Ladakh and our voices were real patients who were really white water rafting, paragliding off a cliff and running a marathon in the Himalayas. Establishing the authenticity of what we were doing was incredibly important and working with Resul on this project has been a masterclass in audio craft. His approach to the reality of the experience, his commitment to excellence and his technical inputs have been inspiring. And then Bejoy did a tremendous job of capturing this reality, in a cinematically exciting way. It could very easily have been a very scrappy making of video and while these are technically still making of in nature, they are cinematically a joy to watch," said BBH India managing partner Russell Barett.

To extend the campaign to a larger audience, BBH captured ‘the making of’ the radio spots.  The digital films, released on 19 September, 2016, have received overwhelming response, with over 2.6 million views and growing activity across social media networks.

The stories were also taken to outdoors across Mumbai and Delhi.

BBH collaborated with the best in the business on the campaign – with Oscar winning sound designer Resul Pookutty, acclaimed filmmaker Bejoy Nambiar and National Film Award Winner DOP Rajeev Ravi.

CREDITS:

Client: Abbott Healthcare Pvt. Ltd.

Agency: BBH Mumbai

Chief Creative Officer & Managing Partner – Russell Barrett 

CEO & Managing Partner –  Subhash Kamath
Creative Director – Sapna Ahluwalia
Copywriter – Yohan Daver, Shivani Krishan
Art Director – Sapna Ahluwalia
Executive Producer – Rahul Kulkarni
Business Head – Delon Mascarenhas 

Sr. Business Partner – Tejal Turakhia 

Business Partner – Shivani Dand 

Strategy Director – Soumitra Patnekar
Senior Strategist – Naina Meattle

Production House – Black Sheep Live

Head of Production – Niddhish Puuzhakkal
                          

Sound Mixer / Designer – Resul Pookutty                                

 DOP – Rajeev Ravi
                                                                      

 Director – Bejoy Nambiar