Hemophilia Society Mumbai Chapter, The agency was tasked with creating a powerful awareness initiative for this rare genetic disorder. Hemophilia, affecting the body’s ability to clot blood, requires extensive education and understanding, especially as those with severe cases experience spontaneous bleeding and prolonged recovery after injuries.

We created the “Born Rare” campaign, our creative strategy focused on raising awareness and educating the public with the message: By the Rare, For the Rare—highlighting Hemophilia as a rare disorder within a rare community. To amplify this, we organised a fundraising event with Pradeep Chak’s Smoke Communication, headlined by some of India’s most celebrated musical talents. With performances by Padma Shri Udit Narayan, legendary music director and violinist Uttam Singh, “Bhajan Samraat” Padma Shri Anup Jalota, and renowned classical singer Rupa Chak, the event was a grand success, resonating deeply with the audience and receiving wide recognition. Here’s how we crafted a campaign that not only raised awareness but also brought the community together in support of this important cause.