Visual Juju

BACKGROUND

Introduce your business and what you do there.

I work at a large private sector bank in the Indian market. I’m a part of the group marketing team, and I manage the marketing promotional ads that go out to the organizations.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Visual Juju?

We were the banking sponsors of a national level sports tournament. Because the awareness levels are so low, we wanted to create some promotional content for the event which could be shared in social media to increase revenues. Considering the nature of the tournament, we really wanted to showcase how the sport is played and we wanted to achieve a balance of emotion and inspiration in the videos.

SOLUTION

What was the scope of their involvement?

Visual Juju produced three videos for us ranging between 1 to 2 minutes. They were to showcase the sport, as well as promote the event. The videos were all live action. The story behind one of them showed the journey of one of the most successful athletes in the country. We went to the village and shot his life over there. The other videos are mostly covering the tournament while it is played in the country.

Our team and Visual Juju’s were both part of the brainstorming sessions. I had a clear idea on one of the videos that I wanted to do. For the others, we discussed our goals in emails and came to a consensus of what we wanted to do. The music was purchased from a website; it wasn’t produced in-house. 

The project had a low budget; we didn’t spend a whole lot on it. It was more about the story value rather than the production value.

How did you come to work with Visual Juju?

I got a recommendation from a marketing team that had worked with Visual Juju in the past. I consulted a few companies since our budget is a huge issue for us. They had done similar, culture-related content marketing videos in the past. I really liked the way that they did it. It was more of an inspirational video rather than a tear jerking reaction. I liked that aspect.

How much have you invested with them?

We spent roughly $30,000.

What is the status of this engagement?

We worked together from December 2016 until January 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The videos were mostly shared on social media, and we did a small campaign in theatres as well. These videos are amongst the most watched and most shared on our social media platforms. We’ve received a lot of positive feedback from inside our company as well as our audiences. Everyone was very supportive and they really liked the way the videos were done.

How did Visual Juju perform from a project management standpoint?

They did quite well. If there was ever a question or any doubts, they were just a phone call away. That was very helpful. They were quick and efficient as well. I really enjoyed working with them. The majority of the deadlines were met. Once during a holiday, there was a lot of back and forth, but mostly they were met.

What did you find most impressive about them?

They were very involved in the shoot. Even when we were on-site, they continued coming up with different ideas and different ways we should go about the video. I listened to their comments, and the end video proved it was well done. I had a very good experience with two particular people, the director of photography and the creative director. They made the experience enjoyable.

Are there any areas they could improve?

No, the project more than met the expectations.

BACKGROUND

Introduce your business and what you do there.

I work with one of the prominent hospital chains in northern India. We have one main hospital in Gurgaon of Haryana. We have one hospital in Ranchi and another one in Indore in Madhya Pradesh. We will soon also have two big hospitals in Patna, Bihar and in Lucknow, Uttar Pradesh. I head the digital marketing team at Medanta. All the digital marketing communications and advertising happens through my team

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Visual Juju?

The first thing we wanted to do with the project was to revamp our website. This was a very large project in itself. We had enrolled ScreenRoots which is a sister company of Visual Juju. When we onboarded ScreenRoot, they gave us the design of the website. It was very clear that we would require some videos, including patient case as well as videos about the Medanta brand, our philosophy, the infrastructure, and facilities.

SOLUTION

What was the scope of their involvement?

Visual Juju made almost 90% of the videos that currently on our website. These are live action videos which were divided into two categories. One would be clinical and one would be non-clinical. The clinical category contains storytelling videos. These are case studies or patient testimonials.

We have 30-35 specialties within the hospital. For some of our specialties, we had two kinds of videos. One was a video of a patient success story related to their treatment in Medanta. The other highlighted the capabilities that we have in our specialties. We wanted to show the technology, infrastructure, doctor skillset, etc., in these videos. These are typically videos of 2 minutes or less that tells you a complete story of our institute through the doctors and through the patients who have visited and been successfully treated. We currently have 20-25 videos, and we are in the process of creating more. We wanted to focus on the important specialties first.

The second category of videos is the non-clinical category, which is basically about the philosophy of why Medanta was created. On the ‘about us’ page on our website, there is a video of our founder and Managing Director, Dr. Naresh Trehan talking about philosophy with which he created Medanta 10 years ago. There is also a video which showcases of all the modern medical technologies that we use within the hospital. It’s a 2-minute overview video for all the technologies.

How did you come to work with Visual Juju?

When ScreenRoot was pitching for the website project, they had mentioned that they had a sister agency called Visual Juju that is involved in creating visual content and videos. We wanted to make sure that nothing was lost in transit. We decided to give that work to Visual Juju.

How much have you invested with them?

I want to keep this information confidential. 

What is the status of this engagement?

We started working with them in April 2016, and the work is ongoing. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

There is qualitative feedback and quantitative feedback. The qualitative feedback has been good. For me, one of the key internal stakeholders is the management team at the hospital and all the clinical heads of departments. They are pretty happy with the videos. We launched the website about a month back, so it’s too early to say how well those videos have done quantitatively. However, the videos have already crossed thousands of views. One of the videos that they created has more than 30 likeds on YouTube in a matter of one month.

How did Visual Juju perform from a project management standpoint?

It was not very rosy, to be realistic. There were some hiccups, but they happened because of scheduling issues at our end rather than issues at their end. Visual Juju was always on time and on schedule to shoot the videos. Shooting videos in a hospital related to specialties has its own set of challenges. If the head of the department gets called into an emergency or a surgery situation, he will have to leave the shoot and rush to the OR. In terms of the project management, I thought they did fairly well.

What did you find most impressive about them?

They have a very good team. I’ve seen many videos, but what separates them is their ability to tell the story in a very different way. One thing that we wanted for all the patient success story or patient testimonials was to bring out the emotional angle in the videos that would connect with the larger audience who comes and visits the website and view those videos. They were able to bring out those emotions. We had to brief them about it, but there were certain videos that they also created without any brief from us and they also came out pretty well.

One of the videos was a compilation of short interviews of some young doctors in the hospital. The basic question that was put to them was: "why did you become a doctor?" We played that video on National Doctor’s Day, and it was very touching. It was a tribute to all the doctors, but it was also a very nice video for anybody who aspires to be in the medical profession. We did not tell them how to make that video, and we didn’t even give them that topic. They said they would just roam through the hospital and pick up stories to create the video. In the end, it turned out very well. We were very surprised with their storytelling ability.

Another example is we have a pantry that serves food to all the patients. It’s a fairly big kitchen and a fairly huge operation that we run within the hospital. They were able to create a video on that just show the magnitude and the scale of our kitchen. These were not the ideas that we gave them, but they were able to come up with those ideas and execute them with minimum supervision.

Are there any areas they could improve?

They should keep the same team throughout the project. Our project was completed in one year, and their team switched in the middle. I thought it would have been great to have one set of people working on the entire thing. It’s not a big problem, but I would like to have the same set of people. It makes it easier and gives a nice rapport.