Interview with Zelia Quadros from India

India is the diabetes capital of the world. A 2023 report on India’s metabolic health from the ICMR-INDIAB study reiterates the significant Non Communicable Disease (NCD) burden of diabetes in the country. Diet plays a key role in reversal and management of diabetes. The Indian diet is high on carbs and low in proteins which is detrimental for a diabetic.

On the other hand, primary research shows the onset of diabetes and the mandate not to consume sweets inversely increases the craving to consume sweets. This prompted us to enlighten and empower people with diabetes, in a rather innovative and interesting manner, on the significance of protein in their daily diet.

ARTiligence, true to its name, – a specialized health and wellness communications agency – is a rare breed, one that brings to the table the perfect blend of Art and Product Intelligence that originates from science of the product, thereby empowering partners with ground-breaking concepts founded on the solid premise of science.

Established on 1st August, 2011 in an artsy cottage in Mumbai, Artiligence, today, ranks among the most sought-after communications agencies in the Indian healthcare arena. Not just the splendid work churned out over the years but also the endless and enviable list of clientele bear testimony to our success.

It gives me a sense of immense pride to mention that Artiligence has been behind the launch of many leading, innovator and original research molecules and brands in India. My role encompasses building communication strategies and plans for healthcare brands.

On the occasion of World Diabetes Day where the focus of almost ever pharmaceutical brand is on diabetes awareness and medication, we wanted to steer away from the typical communication and create something disruptive in order to gain the stakeholders’ attention.

Solution: Turn the antagonist (sweets) of the story into the protagonist, by giving the whole narrative a protein twist.

Result: This disruptive idea – The Good Craving – combined with arresting execution drew the attention of patients sitting in the waiting chamber and thus, encouraged them to initiate a conversation with the HCP (healthcare practitioner) on protein and its role in their daily diet.

India, as we all know, is the diabetes capital of the world. Diabetes, and anything even remotely related to the disease, almost always garners attention and gets an audience.

Another well-known fact about patients with diabetes is their frequent hunger pangs (reduced satiety), which in turn, leads to increased cravings, most of which are either unhealthy or bad. It is this insight of incessant cravings in diabetes patients that served as the inspiration for the idea of ‘The Good Craving’. Because if the craving is for protein, it’s good!

While the insight was solid and the idea brilliant, we wanted to make sure that the execution has the cake and eats it too – pun intended. Hence, the entire piece was made to look enticing and exciting with extremely intricate editing.

A variety of real vegetarian sources of protein – pulses like Mung daal (Green Gram), Chawli daal (Black Eyed Beans), Masoor daal (Red Lentils), Toor daal (Yellow Pigeon Peas), Rajma (Kidney Beans), Hari matar (Green Peas), Chana daal (Split Black Gram), etc., which daily Indian diet comprises of – were used to create cakes, pastries, ice creams. These were, then, shot and edited to deliver both impact and the message.

The awareness drive drew support from many diabetologists across the country, thus, reaching millions of diabetes patients. The campaign helped initiate conversation between patients/caregivers and their doctors, thus spreading awareness on the role and importance of protein for people with diabetes.

Not just this particular piece, the components of any great campaign are rather simple – A strong human insight, a brilliant idea inspired by the insight and exceptional execution that takes the idea a notch above.

In the case of ‘The Good Craving’ and ‘The X-ray Calendar’, it was the amalgamation of all these components that helped us win our stakeholders’ attention and, needless to say, international recognition, too.

Thank you! When an agency’s work gets recognized not just by its clients but also on the global arena like the TITAN Health Awards, it is always a matter of pride and honor. Meaningful and insightful work for an impactful output has always been the cornerstones of Artiligence’s ethos. Good work which can make a difference in the life of patients and HCPs, along with recognition in the advertising arena is what we thrive on and strive for.

The conviction and confidence that our client and we, Team Artiligence, had on the work created motivated us to enter it into the TITAN Health Awards. And the very fact that it, as well as another entry from Artiligence, won a Gold Statuette each, goes to show that it was worth the effort.

Working towards a brief, getting insights & arriving at a communication plan which creates a difference is what gives us happiness & satisfaction. Winning a medal is what completes the circle of recognition & motivates not only me but by team to work harder and above all love the work we put into.

For starters, the prescription brands space is highly regulated and governed by strict norms and is mandated by medical and legal authorities. In other words, every communication gets scrutinised and analysed at multiple levels and parameters.

Secondly, no brand can directly communicate with the end user/consumer – patients/caregivers – but every communication needs to be routed through the HCPs, as the latter are often the decision-makers when it comes to prescribing medicines for patients. I would like to put it, in a nutshell, that we have to often think out of the box by remaining inside the box.

Last but not least, despite these factors that make the Indian healthcare industry unique, it also opens up an ocean of opportunities and plethora of possibilities to bring about a positive difference for patients by helping them lead a healthier and happier life.

India is rapidly rising as a prominent player in the global arena. Be it in trade, commerce, technology, infrastructure, sports or any other field. When it comes to healthcare and medicines, the country is second to none either. Owing to its population, which has been increasing exponentially, the need for medicines, therapies and cures is also headed north.

Currently, the capital of lifestyle diseases like diabetes, hypertension, cardiovascular diseases, etc., the need of the hour is disease awareness and treatment. Awareness, without any concrete solution, might not really be helpful.

The health and wellness space in India has witnessed some radical shift in the recent past. Considering and comparing with the global trends, albeit, India still has a long way to go and evolve. The coming 5-10 years will be crucial for India with the launch of many a revolutionary and pioneering molecule in different therapy areas, right from the common cold and flu to more serious ailments like cancer.

A sound understanding of the therapy, a strong grasp of the patient journey, a solid insight based on human emotions, a splendid story that is compelling are a few factors that might help one flourish in the industry.

The life we live, I strongly believe, is almost always the outcome of our learnings and experiences. Right from our dearest family members, closest friends, accomplished colleagues to supportive mentors, each one has been an influence and inspiration at different stages of my life and career.

Let me quote John C. Maxwell, the legendary author, coach and speaker, ‘Live to learn, and you will really learn to live’. I firmly believe in the ‘L’ formula – ‘Lifelong Learning’. I also believe that one should definitely make mistakes.

After all, failure is not falling down; it is not getting up again. My advice, which I, too, practise is that we will grow and reach heights in life; however, we should always try to stick to our core values and stay connected to our roots. There is a hidden entrepreneur in each one of us. One just has to wake them up from the slumber. Excuses will take us nowhere!

I thank with all my heart, and simultaneously appreciate, the TITAN Health Awards team for providing a platform to recognise, celebrate and encourage the wonderful work created by agencies and brands from across the globe.