Sources & References
A 360-degree brand launch — from naming and identity to TV advertising, PR, events, podcasts, and social media — that put Apollo Athenaa on the national healthcare map.
Apollo Hospitals was launching Asia's first dedicated women's cancer centre and needed a complete brand identity, campaign, and multi-channel launch strategy built from scratch — name, logo, video, PR, events, social, and podcast — all within a tight timeline.
We designed and executed a full 360-degree integrated campaign — brand identity, TV advertising, ad film production, hospital AV, national PR via CNBC-TV18, a healthcare conclave event, a branded podcast, and built the Instagram presence from zero.
We treated this as a brand launch, not a hospital marketing campaign. Every touchpoint — from the name 'Athenaa' (evoking wisdom, strength, and protection) to the ad film's storytelling — was designed to create an emotional connection with women and families facing cancer. The multi-format approach ensured the message reached audiences across TV, digital, social, events, and audio.
Naming, identity, and creative strategy for the entire campaign
Film production, PR outreach, event planning, and channel setup
Multi-channel launch, event execution, podcast release, and ongoing content
“Branding Pioneers delivered a world-class brand launch for Apollo Athenaa. From the name itself to the TV ad, PR coverage, and the conclave event — every element was executed with precision and empathy. They understood that this wasn't just a hospital launch, it was a movement for women's cancer care in India.”
By launching across 7+ formats simultaneously — TV, digital video, PR, events, podcasts, and social — we created a surround-sound effect that no single channel could achieve alone.
In women's cancer care, patients and families need to feel understood before they feel sold to. The Athenaa brand narrative centred on strength and hope, not clinical jargon.
'Athenaa' gave the centre an identity separate from the Apollo parent brand — evoking wisdom and protection, making it memorable, searchable, and emotionally resonant.
From naming to national coverage, we build 360-degree brand launches that put healthcare institutions on the map.