MUMBAI: Just Diabetes is the latest C&C Alpha Group Ltd healthcare initiative. JUST Diabetes is an innovative, specialty provider of ambulatory care, combining a high quality clinical offering with personalised support for patients learning to live healthily with diabetes.

Following a multi-agency pitch, Eggfirst won the creative rights for Just Diabetes, quite convincingly.

The first ad campaign for Just Diabetes is currently underway and is aimed at providing a specific destination to diabetics for holistic diabetic care. The results have been very encouraging and helped drive appropriately the brand positioning and footfalls.

Dr. Anjali Kumar, CEO of Just Diabetes says “We are on a mission. A mission to make India lose its title of ‘Diabetic capital of the World’. Eggfirst provided the strategy and creative that blended with our vision. Equally importantly, the energy with which Ashish drives the engagement is incredible, often giving me the comfort of a partner agency with the single minded agenda that I have – the brand success”.

On winning the creative pitch, Eggfirst COO, Vivek Menon said, “Winning the creative duties of a brand like Just Diabetes gives us a ‘double’ reason to celebrate: it allows us to participate in building a contemporary brand and also gives us an opportunity to make a difference to people’s lives.”