iCare Life awards creative mandate to Infectious

The agency will look after all the media mix for the brand including print, TV, out-of-home, digital and radio.

Infectious has won the creative mandate for iCare Life, a social enterprise committed to increasing social capital by enhancing individual productivity. As part of its creative mandate, the agency will look after all the media mix for the brand, including print, TV, out-of-home, digital and radio.

Commenting on the win, Rajesh Ghatge, managing director and chief executive officer, iCare Life, says, "We are creating a new category 'home support services'. We have built a platform that delivers the benefits of technology to both the service providers and service seekers. The task to communicate the solution and activate engagement is challenging. We are dealing with an inherent inertia in the category. We wanted a communication partner who brings simplicity and effectiveness in our effort to engage millions of members, and Infectious showed that promise."

Expressing his thoughts about the mandate win, Ramanuj Shastry, co-founder and director, Infectious, shares, "iCare Life aims to transform the vast informal home support services segment that will eventually benefit millions of Indians with access to a better life. No mean ambition this. We are honoured and delighted to be chosen as the communications partner by iCare Life for a task this meaningful. We look forward to telling this transformational story to a billion people, in the most engaging way possible."

Adds Nisha Singhania, co-founder and director, Infectious, "By introducing globally benchmarked service standards to an essentially unskilled environment, iCare Life is poised to be a game changer in the home support services segment. We believe iCare Life will prove to be a boon to both service providers and seekers, and forever change the way we perceive and recruit home support help."

Infectious is a media agnostic company, co-founded by Ramanuj Shastry and Nisha Singhania. Infectious believes in creating work that solves brand and business problems. Some of its key clients are &TV, Elkoha LED, Tasty Treats and Wunderbar Kids.

iCare Life aims to provide training and placement to the vast pool of young, energetic, but poorly trained, workforce of home support services providers, such as chauffeurs, elder caregivers and baby caregivers. Their training curriculum, developed in Singapore, is well-researched and draws on benchmarks from across the globe. The training is imparted online and can be accessed via PC, tablets and smartphones 'anytime anywhere' by trainee service providers. iCare Life also provides placement services through which the trained and certified service providers can access meaningful career opportunities and millions of Indians can access high quality home support service.