Orange Health Labs has introduced a new brand positioning, "Speed Meets Science", alongside the launch of a digital video commercial highlighting its diagnostic services.
The campaign focuses on the role of technology, laboratory infrastructure and operational processes in delivering diagnostic testing services. It also highlights the company's at-home testing model, which offers sample collection shortly after booking and report delivery within six hours for a range of tests.
Founded in Bengaluru, Orange Health Labs operates across Bengaluru, Mumbai, Delhi-NCR and Hyderabad. The company said it has expanded its network to more than 75 company-owned collection centres while continuing to provide home-based diagnostic services.
Developed by creative agency Manja, the campaign follows the journey of a diagnostic test, from sample collection at a customer's home to laboratory processing and report delivery. The film features the company's phlebotomists, laboratory operations and testing facilities, which are NABL-accredited and ICMR-certified.
According to the company, the campaign is intended to highlight the systems and scientific processes that support its service model, in addition to the speed and convenience for which it is known.
The campaign is being rolled out across the company's digital platforms and will be supported by marketing activity in Bengaluru, Mumbai, Hyderabad and Delhi-NCR.
"Over the last few years, we have helped redefine the diagnostic experience for urban consumers by making testing available on demand and bringing it closer to consumers. With 'Speed Meets Science', we are spotlighting the technology, scientific expertise, and operational excellence that power every Orange Health Labs experience, reinforcing our belief that people should never have to choose between speed and scientific accuracy." Dhruv Gupta & Tarun Bhambra, Co-founders, Orange Health Labs
"Having established ourselves as India's fastest diagnostics lab, 'Speed Meets Science' marks the next chapter in our journey. It reflects a new generation of healthcare consumers who expect speed, transparency, and reliability, while shining a light on the science and operational excellence that make that experience possible." Smita Murarka, Marketing & Consumer P&L Head, Orange Health Labs
"Orange Health Labs had already earned recognition for speed. Our task was to reveal the science behind it. 'Speed Meets Science' brings those two strengths together in a single, memorable idea." Arvind Krishnan, Co-founder, Manja