The business card designed for a leading gynaecologist doubles up as a pregnancy test strip. Business cards are an integral part of any company or individual’s branding. More often than not, they serve as the introduction and as a reminder too. Due to limited wallet space, business cards have really evolved in terms of messaging and creativity. Dr. Kiran S. Gautam, a renowned Gynaecologist and Obstetrician has released a new business card that also serves as a pregnancy test. Designed by Dentsu Webchutney Innovation Lab, the card goes beyond awareness and information. It has a utility value that makes it not just memorable but also relevant. The card is divided into two units: information and pregnancy test. User needs to tear the pregnancy test portion and dip it into urine. The pregnancy test reacts to the urine and tells the user whether she is pregnant or not. “My brief to the agency was very clear. I wanted something that could remind women of me when it mattered the most. The agency came back with the idea of a card that tests pregnancy. It is innovative and highly memorable. Even if people don’t use it, I am sure they will keep it.”, said Dr. Kiran S. Gautam. Sudesh Samaria, Co-Founder and Chief Creative Officer, Dentsu Webchutney said, “The project came to life after intense research in paper selection and printing techniques. We roped in India’s leading print design and paper expert to work on this project. After creating the first set of prototypes, it took us several weeks to get things right. This card has medical usage which posed challenges of its own. We are happy to have braved them all.” “This card is a testimony to the fact that innovation is not limited to any medium or category. We are exploring new horizons in the space of innovation and we believe that every problem can be solved through an apt innovation.”, added Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney. The branding has been extended to a direct mailer as well. The mailer too can test pregnancy while providing all the relevant information to the users.