Bengaluru, 22nd September 2025: Narayana Health, one of India’s leading healthcare providers, has rolled out a nationwide campaign centred on the phrase “I’m fine”, which gives powerful insights into how people tend to brush their problems aside when it concerns their health, just by using these two words. Inspired by this universal behaviour, the campaign uses a Pinocchio-inspired creative idea to show how hiding discomfort can only make the problem grow bigger, until it can no longer be ignored.
At the heart of this campaign is Narayana Health’s toll-free multilingual patient helpline (1800 309 0309), a service that has already been simplifying access to care for patients and families since its launch across the country. By dramatising the gap between what people say and what they actually feel, the campaign urges individuals to stop lying about their health and instead reach out for timely medical support.
The campaign film brings this concept to life through the story of a middle-aged man who responds “I’m fine” to friends, colleagues, and even his family, despite being in pain. Each time he denies his discomfort, his nose grows longer, echoing the classic Pinocchio metaphor. It is only when his wife dials the helpline number for him that the illusion disappears, underlining the message: “Kab tak apni health ko lekar jhooth bologe?
Abhishek Misra, Country Head – Brand & Marketing, Narayana Health, said, “This campaign is built on the belief that ignoring symptoms is one of the biggest barriers to timely care. The Pinocchio nose metaphor captures this brilliantly: every time you say ‘I’m fine’ when you’re not, you’re only delaying the care you deserve. Our toll-free helpline ensures that the first step to healthcare is simple, empathetic, and available in a language you are most comfortable with.”
The campaign is being promoted across digital platforms, outdoor media, and residential clusters, ensuring that the message resonates with working professionals, families, and caregivers alike. Through relatable storytelling, Narayana Health seeks to break the silence around everyday health struggles and prompt more people to pick up the phone and seek help in their own language.
“With this campaign, we wanted to marry cultural insight with brand purpose. The multilingual helpline already represents patient-first innovation, but by bringing it alive through an evocative idea, we’re not just driving awareness, we’re also sparking conversations around honesty in health. This is as much about trust and empathy as it is about access,” added Ashish Bajaj, Group Chief Marketing Officer, Narayana Health
By combining creative storytelling with a functional service, Narayana Health reaffirms its philosophy of placing patients at the centre and making healthcare communication not just accessible, but human, warm, and culturally resonant.