Hetero being primarily into pharmaceutical manufacturing and currently operating out of more than 40 global locations wanted to launch a brand film that represented the theme of their company well. The objective of the brand film is to showcase the diverse global family of Hetero and how they are available for everyone across the world. Along with this thought, the idea was to create a film that inspires the internal team to be a part of the company as well as showcases the brand value. Being a pharma company, accessibility and affordability are two main pillars for their businesses which can be subtly integrated into the visuals to make it relatable.

Working with Hetero that scales to such global heights and recognition was in itself an amazing opportunity because we too believe in building a culture that can be passed on and taken pride in.

We first chalked out 6 focus points which we translated visually to be able to achieve the larger objective of the film. Those points being, Commitment to global accessibility, inclusivity and diversity, the larger humanitarian purpose, inspiring belief, holistic approach for a healthier world as well as purpose-driven actions.

Through the video we wanted to tap into the emotions of Human spirit, Optimism and Hope by adding elements of community, friends and family. The diversity shown in the film also subtly indicates the evolving needs of people and how Hetero in a subtle way is present throughout everybody’s individual journeys.

Hetero as a brand is more of a commitment and a People Organization. This also can be seen when we talk about how organic and committed the employees are towards their goals, duties, etc. which serve a bigger cause.

The video features a continuous flow of scenes, depicting the connection between individuals, creating a sense of global community, and portraying a unified experience. We showed various scenarios for defining health outside of the 4 walls. These scenarios are not typical and mediocre as we were always open to exploring different definitions of health.

One of the key challenges we faced is the requirement for international locations and diverse casts. For addressing the same, our plan involved identifying locations that possess an international look and feel, allowing us to capture tighter shots and approach the shooting in a cinematic style. This approach helped provide a dynamic perspective to the film and enhanced its overall impact.

Additionally, we casted actors who represent various global regions, thereby adding diversity and authenticity to the project. For example, we featured an Asian-looking girl skateboarding in the Philippines, a Hip-hop troop from Nigeria, Indian man rafting as well as incorporating other culturally representative elements as required to amp up the vibe of the scene and stay true to the reality.