SRL Diagnostics intensifies its preventive healthcare campaign

First-of-its-kind campaign by a diagnostic chain in partnership with Get Active Expo to drive lifestyle change

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New Delhi: SRL Diagnostics, India’s leading diagnostic chain, has partnered with Get Active Expo, the three-day event that runs prior to the Airtel Delhi Half Marathon. This partnership is part of the 360 degree campaign rolled out by the company, over the last one year, to drive change in the mindset of people across the country towards living an active lifestyle and following preventive healthcare practices.

The expo provides runners a platform to participate in a number of events and speak to experts to improve their training and performance. It also provides them access to some of the best equipment and preparation material. The Expo provides SRL the opportunity to be a part of the participating runners’ journey and support them with relevant and necessary health check-ups and expert doctor advice.

The campaign is a first-of-its-kind in many ways, especially by a diagnostic chain in the healthcare sector. The company has appointed actress and fitness icon Shilpa Shetty as the brand ambassador for its preventive health care packages, branded ‘SRL Care’. The partnership with Get Active Expo is part of the on-ground activation of the overall 360 degree campaign that SRL has been running. The campaign also includes a creative film with brand ambassador Ms Shilpa Shetty Kundra, radio commercial, digital and social media amplification.

“Preventive care reduces the prevalence of disease and helps people live longer, healthier lives, while reducing the healthcare costs involved significantly. The advantages of running a marathon are immeasurable when it comes to living a fit and healthy life. From building endurance and stamina to even mental benefits of reducing stress and anxiety while gaining a sense of accomplishment, benefits of running are numerous. Running is an excellent means of conditioning the cardiovascular system. It also improves your immune system,” Arindam Haldar, CEO, SRL Diagnostics and marathoner.

“As India sees an exponential increase in incidences of heart disease, diabetes and allergy based health issues, commonly referred to as Non-communicable diseases, the company felt the need to drive the active lifestyle and preventive healthcare narrative with a keen focus. Our strategic participation with the marathon and expo is a step in this direction,” Mr Haldar added.