Rashmi Thosar CEO, CCO
Agency: BrandCare
Country: India
Recognition: Health Agency of the Year TopFICE 2025
What indicators do you use to measure the effectiveness of your campaigns?
We measure effectiveness based on the audience. For HCP campaigns, we prioritise the quality of scientific engagement. We use physician platforms to assess a proprietary Quality Factor (Q-Factor), which measures the depth of interaction and cognitive impact of the communication. This includes pre- and post-exposure assessments of recall, perceived relevance, credibility of the claim, and shifts in attitude or prescribing intent.
For health consumer campaigns, effectiveness is assessed through a combination of engagement metrics and objectivity-based outcome measures, such as diagnostic or self-assessment tools. These metrics help evaluate knowledge gain, clarity of understanding, risk awareness, and decision-making, rather than attention alone.
In both cases, success is defined by meaningful impact, not just reach.
What kinds of creative profiles do you have on your team this year?
Our creative team tends to divide itself in two simple, honest buckets. One set of creatives is deeply focused on understanding and simplifying the science. They enjoy getting into the details, asking the uncomfortable questions, and making sure they truly understand what the data is saying before they say anything at all. The other set is focused on bringing that science to life — finding ways to make it engaging, memorable, and emotionally resonant without losing its integrity. What matters to us is not the titles, but the collaboration. These two profiles work close together from the start, not in silos. The science shapes the idea, and the idea respects the science.
How do you feel about this recognition from TopFICE? And how does it play into the agency’s goals?
We are very proud to be at a wonderful company at the top of the creative crop. At the same time, we are humbled because this recognition is also a recognition of how much our clients trust our instincts. For us, this isn’t about climbing ranks. It’s a reminder to stay true to how we work — thoughtfully, responsibly, and with care for the science and the people it touches. We definitely hope to fight for our place – not just in the ranks but in our clients’ hearts and minds.
What practices do you use within your team to foster creativity and innovation within your team?
We consistently bring our teams back to culture — because we believe strong ideas emerge from understanding how people actually live, speak, and experience health. Innovation, for us, comes from relevance, responsibility and realism not reinvention.
What role does artificial intelligence play in your current creative and production processes?
Like much of the world, we are experimenting with AI — but we are doing so with responsibility and intent. For us, AI is not a shortcut to creativity, nor a replacement for human judgement. We are building our own internal framework — Brandcare’s Responsible AI Neural (BRAIN) — to support how we think, research, test and produce content in healthcare.