We came up with the first-ever ‘Live Radio Spots' – radio spots made outdoors and not in a studio. In real locations, we told the stories of real people who have come to lead healthier, fuller lives because of Abbott's breakthrough products.

The first-ever ‘Live Radio Spots’ were made at actual locations in Goa, Bir and Ladakh. At the river rafting place in Goa, we told the story of a multiple-heart attack survivor. At the paragliding place in Bir, we told the story of a diabetic. In the hills of Ladakh, we told the story of a 64-year-old running a marathon.

We went to Oscar-winning sound designer, Resul Pookutty, who created a special microphone just to capture sound for this project.

Newspapers, RJs and even regular people were talking about us.

The 'Making-of' videos of our radio spots received over 4.6 million views on Youtube.

Thousands of shares, views and likes on Facebook.

Brand awareness increased from 67-74%