Vir Hoon Main

Objective: Multi-platform integrated campaign for Viatris India, saluting front-line workers, while promoting access to essential medicines such as REMDESIVIR & FAVIPIRAVIR.

Target Audience: Doctors, Essential workers, Healthcare Professionals, Nurses and other COVID warriors.

Brand Challenges: Apart from Viatris wanting to build up an image of social responsibility in the defined therapy space with REMDESIVIR & FAVIPIRAVIR, the challenge was to encourage the impacted society at large to come ahead and fight the coronavirus in the face of it.

Challenges Overcome: ‘VIR Hoon Main’ did augment the spirit and resolve of the nation battling COVID-19.

Creative Solution: REMDESI(VIR) & FAVIPIRA(VIR) are supporting our everyday heroes to fight the battle with the Virus. The COVID-19 challenge made the nation and the world confront not just an invisible virus, but also showed the true "VIR" among us. ‘VIR translates to ‘Brave’ in English.

Through powerful narrative and visuals, the film shows everyday heroes such as Doctors, Healthcare Professionals, Nurses, Paramedics and ordinary people with extraordinary spirit, rising up to the challenge, day and night. The campaign shows qualities that make us VIR and it takes many such - VIR to defeat this virus.

Outcomes: The video garnered millions of views on social media, while getting appreciation from HCPs, healthcare workers and people from all walks of life.