Background
India’s growth is powered by its people. But for millions, access to healthcare still depends on distance, chance, and circumstance.
Across states, P&G Health had been quietly transforming communities through programs in preventive care, maternal health, child nutrition, public health education, elder support, and disaster relief.
Each initiative was meaningful.
Each initiative was impactful.
But each initiative existed in isolation.
There was powerful work happening on the ground, but no unifying story, no platform that brought it together, no voice strong enough to carry it across the nation.
The Challenge
P&G wasn’t struggling with action.
They were struggling with awareness.
How do you communicate thousands of screenings, trained health workers, empowered women, supported elders, and educated scholars…
in a way that is simple, memorable, and emotionally resonant?
How do you unite complex, diverse, deeply technical initiatives under one purpose, and help India see the scale of work being done?
How do you turn invisible impact into a visible movement?
The challenge was clear:
Build one powerful story that makes India finally understand what P&G is doing to help the nation rise with health.
Strategy & Insight
Insight
Behind every healthy child, every empowered mother, every elder cared for, and every scholar trained, India rises a little more.
Strategy
Give P&G’s work a single identity, a single emotion, and a single narrative that captures all the ways health builds progress.
The idea had to move beyond CSR and become a human story of upliftment.
Creative Idea
Rise With Health.
This became the anthem of P&G Sehat, uniting every chapter of the program into one powerful purpose.
The Storytelling Framework
1. The Film: The Faces of Sehat
A cinematic AV that told the story of Sehat through the people it touches:
- A mother supported by a Swasthya Sakhi
- A child receiving care through Gift of Health
- A scholar winning a PHFI Public Health Scholarship
- An elder receiving survival kits
- A student learning in a digitally enabled classroom
Each story ended with one line: “Because when health rises, India rises.”
P&G Sehat - English
P&G Sehat Swasthya Sakhi - English
P&G Sehat - Hindi
P&G Sehat Swasthya Sakhi - Hindi
2. Unified Brand Identity
Every initiative now lives under one umbrella: P&G Sehat, not many programs, but one movement.
3. Layer-by-Layer Storytelling Across Touchpoints
- Employee engagements
- Community events
- Social films
- Partner collaborations
- On-ground documentation
Each touchpoint used the same visual and emotional language.
Innovation/Creativity
- Turned CSR into a narrative movement, not a report of activities.
- Created one emotional thread that tied together programs spanning states, partners, and domains.
- Introduced a human-first lens, using storytellers instead of statistics.
- Developed a visual metaphor of “rising” that made progress feel tangible and cinematic.
- Integrated diverse partners (PHFI, Tata Trusts, CSA, HelpAge, Round Table India) into a single ecosystem story.
Results & Impact
- The Sehat film helped achieve unprecedented awareness of P&G’s public-health work.
- Brand reputation scores for “cares for communities” saw a notable uplift.
- Employee participation in Sehat initiatives grew significantly.
- Partner organisations amplified Sehat’s narrative across states and platforms.
- Most importantly, the storytelling helped drive recognition for:
- 700,000+ people reached through maternal & child health
- 59 public health scholars educated
- 4,000+ children supported
- 2,000 elders provided survival kits
- 620 students impacted through school interventions
Sehat transitioned from many scattered acts to one national movement.