Agappe
Engineering Trust in a B2B World
Client:Agappe
The Challenge
Agappe, a leader in med-tech and in-vitro diagnostics, had a niche yet critical audience: healthcare institutions and diagnostic labs. Operating in a purely B2B space meant that traditional emotional storytelling was off the table. The challenge was to humanize a technical brand, without compromising its credibility.
The Insight
Product innovation met emotional storytelling. To appeal to all age groups, especially children, flavored juice concentrates were introduced. This small yet strategic shift transformed the product from a soda machine into a source of joy and refreshment. For many Malayalis, the idea of flavored soda at home was still novel—this gave the product new life.
The Shift
Sravia crafted a visually immersive campaign that honored the soil it spoke to. A 50-second ad film followed a young female traveler stranded in Kattappana after a car breakdown. With time to spare, she wanders through the lush terrain, marveling at golden-hued crops—cardamom, pepper, and more. The magic? The crops gleam like gold. As the film concludes, Bhima’s beloved animated mascot appears with a warm invitation to the new store, accompanied by the catchy jingle: “Sahyande swantham aayi Bhima” (Bhima, now the beloved of the Sahya hills).
The Strategy
Sravia stepped in to reposition Mr. Butler as a beloved household essential. The 1994 campaign featured veteran actor Thilakan once again, this time as a warm grandfather visiting his daughter and grandchildren. When served a soft drink, he’s charmed by its taste and surprised to learn it wasn’t store-bought, but homemade. His closing line— “Let me take this one. Tell your father to buy a new one” was a clever, humorous twist that made the message stick.
The Impact
In just 48 hours, the campaign garnered 33,000 views on each platform, with significant engagement from industry professionals. It sparked conversations, increased visibility, and positioned Agappe not just as a product provider but as a problem solver in healthcare innovation
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