Narayana Health, one of India’s leading healthcare providers, has launched a nationwide campaign inspired by the phrase “I’m fine,” highlighting how people often dismiss health issues with these two words. Using a Pinocchio-inspired creative idea, the campaign shows how ignoring discomfort can only make problems grow until they can no longer be avoided.
At the core of the initiative is Narayana Health’s toll-free multilingual patient helpline (1800 309 0309), designed to simplify access to healthcare across the country. The campaign film portrays a middle-aged man repeatedly telling others he is “fine” despite being in pain, each time his nose growing longer like Pinocchio’s. The story resolves when his wife dials the helpline, driving home the message: “Kab tak apni health ko lekar jhooth bologe? Call 1800 309 0309.”
Abhishek Misra, Country Head – Brand & Marketing, Narayana Health, said, “Ignoring symptoms is one of the biggest barriers to timely care. Every time you say ‘I’m fine’ when you’re not, you delay the treatment you deserve. Our toll-free helpline makes the first step to healthcare simple, empathetic, and multilingual.”
The campaign is being promoted across digital platforms, outdoor media, and residential clusters to reach working professionals, families, and caregivers.
Ashish Bajaj, Group Chief Marketing Officer, Narayana Health, added, “By combining cultural insight with brand purpose, this campaign doesn’t just raise awareness about our helpline, it also sparks meaningful conversations around honesty in health. It reflects our philosophy of keeping patients at the centre of healthcare, with communication that is human, warm, and culturally resonant.”
Through this initiative, Narayana Health aims to break the silence around everyday health struggles and encourage more people to seek timely medical support.