MrMed, an online pharmacy for super-speciality and critical care medicines, has launched ‘Care for the Caregiver’, an initiative aimed at drawing attention to family members who support loved ones through serious illnesses.
The initiative leads with ‘Kuch Hoga Toh Batana’, a four-and-a-half-minute film directed by Sonal Batra. It follows Karishma, who has spent eight months caring for her father during chemotherapy, as a visit from a friend brings the personal sacrifices of caregiving into focus.
The film highlights how caregiving can affect everyday life, from time spent with friends to personal routines, while caregivers themselves often go without support. Rather than promoting a product, it closes with an appeal to acknowledge the person caring for the patient.
The campaign encourages families to check in on caregivers, workplaces to recognise the demands placed on employees caring for seriously ill relatives, and friends to offer specific forms of help instead of leaving caregivers to ask for it themselves.
The initiative extends beyond the film through a full-page print appeal in national newspapers, a dedicated website and planned offline activations at the community level. Radhika Gupta, Ashish Vidyarthi, Arjun Vaidya, Sonu Sood and Farah Khan Kunder have also lent their voices to the campaign, sharing personal caregiving stories.
Conceptualised and executed by Narrative by CPR Global, the initiative began taking shape on MrMed’s Impact Day, when employees pledged their time to caregivers.
Devashish Singh, Co-Founder and CEO, MrMed, said, “One of our first customers was a gentleman I will call Mr Iyer. His first message to me came on 18 August 2021, buying cancer medicines for his wife. Over the next two years he sent me research papers and videos, anything he thought might help.. He read everything, chased everything, questioned everything. That is the extent to which a caregiver will go to make sure the person they love is looked after. His last message came in July 2023: ‘Devashish, good morning. She passed away Monday morning. A valiant fight. Grateful for all your support.’
What has stayed with me is what came back. Once a caregiver finds someone who actually helps them, they start passing that help on, sharing what they have learned with the next family, the next person sitting in the same ward. It is because of people like Mr Iyer that we have learned and grown as a company. Almost everything we understand about this journey, they taught us. And in all the conversations around a patient’s health, we still rarely stop to ask how the caregiver is doing. ‘Care for the Caregiver’ is us asking. This one is for Mr Iyer, and for everyone like him.”
Saurab Jain, Co-Founder and CEO, MrMed, said, “Every refill order has a date behind it that somebody is tracking. In our experience, that somebody is almost never the patient. It's a family member holding a calendar in their head for months at a stretch. When treatment breaks, it's usually not because the science failed. It's because that person ran out of money, leave or energy.”
Chaitalli Roy and Tejas Mehta of Narrative by CPR Global, said, “The hardest part was resisting the obvious route. Celebrating the caregiver, a person almost everyone has looked straight past, is not a conventional thing for a brand to do, and there was no template for it.
We did not want anyone to simply view this. We wanted them to feel it. That meant everything had to be made with the same care, the film, the voices of people telling their own stories, the print appeal, what happens on the ground, because each had to land on its own terms rather than lean on the rest. Nothing is a repurposed asset. Every piece was thought through separately and put together consciously, so that the initiative resonates at every step, with everyone who meets it, in whatever form they meet it in.
The response has been phenomenal. People recognise someone they know in it, and caregivers recognise themselves. If it makes one person ask a caregiver how they are doing, and genuinely wait for the answer, then we have started a conversation worth having.”
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