PharmEasy has rolled out a campaign, 'On-Time or Free'.

Conceptualised by BusyPeople, the campaign comprises two films. The first film opens with an uncle sitting at a restaurant and placing a generous food order. Just as the clock hits eight, a punctual PharmEasy lab technician arrives to conduct his blood test. Without missing a beat, the uncle rips up his sleeve for the test and, impressed by the technician's punctuality, adds an uthappam to his order for him as well - finally free to break his pre-test fast.

In the second film, a father moves through his morning routine with seamless efficiency—taking out the trash, packing his lunch, and getting ready in a single, fluid motion. At exactly 8 am, he opens the door to find a PharmEasy lab technician waiting right on time. The film highlights that with PharmEasy, he doesn’t have to compromise the efficiency he holds dear.

Both the films humorously highlight the exact issues consumers face - waiting to break a fast or a disrupted morning routine due to delayed sample collections. Making a return to TV after three years, the campaign also brings the brand's jingle, 'PharmEasy, PharmEasy…Take It Easy'.

What we think about it: The campaign features two comedic uncle characters who humorously and relatably convey the brand’s message. The films are delightfully exaggerated, delivering laughs while clearly reinforcing the core message - the reliability of the service. The return of the brand's jingle  inspired by the track ‘Urvashi Urvashi’  adds to the whole narrative.

Gaurav Verma, chief business officer, PharmEasy (API Holdings) said, “When you are fasting and waiting for a blood test to be done, every minute feels like an hour.  We built this feature from a deep understanding of that frustration. You’ve done your part—waking up early, skipping breakfast. The least we can do is show up on time. That’s our way of saying we care."

Garima Khandelwal, MadamG. founder and creative director, BusyPeople, said, “We kept the tonality of the brand at the centre while working on the campaign, sharply landing the offering, keeping it relevant, relatable and entertaining." 

Siddharth Shah, MD and CEO, API Holdings, said, “This campaign is a reflection of how far we’ve come in our journey of simplifying healthcare and making it truly accessible and dependable for every Indian. Diagnostic testing is a sensitive experience - fasting is tough, but waiting shouldn’t be. Our promise is simple: you pick the time slot, we’ll be there. If we’re late, your test is on us.”