Bharti AXA General Insurance Company launched a nationwide mass media campaign with its Smarthealth Critical illness insurance policy. The campaign will run nationally across World Cup cricket matches and major channels in prime time slots for a period of 4 weeks. Simultaneously, via outdoor, across key cities in India, for a period of 8 weeks. The new TV campaign created by GREY, Bangalore, is aimed at an age segment of 30 - 50 years.
The campaign is based on the consumer insight that most people buy Health Insurance in the hope that it will help financially especially in case of major life threatening diseases that come with high hospitalization costs: but one is most often unaware of how many such illnesses their policy really covers. After all, critical illnesses don’t come reading an Insurance policy so it’s always better to be prepared for more.
The TV Commercial single mindedly communicates the product’s ability to 1) offer the highest number of illness cover in India: covering 20 major Critical illnesses 2) Helps customers by paying lumpsum compensation even before hospitalization.
The new campaign moves away from the common imagery used in Health ads of suffering patients wheeled into intensive care: instead it refreshingly uses Humour to underscore the fact that it is important to have a comprehensive insurance policy. The campaign looks at creating dissonance in the minds of consumers about the inadequacies that can exist with their existing Insurance policy and advocates the fact that Bharti AXA’s Smart health Criticalillness policy covers the highest number of illnesses in India.
“The objective of the campaign is to clearly educate our customers on the importance of investing in a specialized cover. This, coupled with the fact that our product covers 20 critical illnesses, the highest offered by an insurance company in India. With the flexibility of choosing upfront lump sum compensation or payment of hospital bills makes this the most unique offering in the market today said Dr. Amarnath Ananthanarayanan, CEO& MD, Bharti AXA General Insurance . With the rise of medical inflation good treatment and hospital services cost are likely to make serious dent in the middle class pocket. You need an insurance partner who can help you protect your wealth, protect your income and protect your livelihood. This is a MUST HAVE for all families”
“Our market research on health users clearly showed a need gap that a consumer actively sought a health insurance cover that provided more illness cover. This prompted us to dwell on the insight of “why should a consumer be stuck with a limited insurance cover when he can actually get more?” Our creative route outlines the proposition of highest number of critical illness cover through humour rather than the more commonly used insurance imagery of morose pictures of suffering .We believe this will increase engagement with consumers and drive the point clearly” Jyothsna Pai, VP Marketing Bharti AXA General insurance.
Speaking on the new ad Hari Krishnan, Vice President - South, GREY said “There’s way too much depression and veiled threats all around when it comes advertising for this category. Most brands are constantly trying to inject fear into the consumer.” Echoing the same view Sham Ramachandran & Mr.Vishnu Srivatsav, Executive Creative Directors, GREY added “Here’s a product which the consumer buys in good faith and in most cases only to realize later that it’s not what he thought it would be. The consumer has become numb to the various inclusions, exclusions, terms and conditions. Our attempt has been to capture the plight of this consumer using inverted humor. It was important to get the casting spot-on so that the humor does not get exaggerated and take away from the seriousness of the subject.”
A 1st of its kind social media campaign is also being launched as a follow up saluting the spirit of Survivors of critical illnesses. Anyone who has survived a major illness can upload his/her story on a microsite Bhartiaxasurvivors.in and encourage others in a common predicament to fight and survive.This is propogated through television and on social media.
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