ASIA-PACIFIC – SINGAPORE, MARCH 2011 – Bharti AXA General Insurance has launched a nationwide mass media campaign in India for its Bharti AXA Smarthealth Critical Illness insurance policy.
The TVC created by Grey Bangalore, aimed at those between 30 and 50 years old, communicates the product’s ability to offer the highest number of illnesses covered in India, including 20 major critical illnesses. The campaign is based on consumer insights which indicate that most people buy health insurance in hope that it will help them financially, particularly in the event of a major life-threatening disease which will incur high hospitalization costs. Most often, customers are unaware of how many of such illnesses their policy actually covers.
Hari Krishnan, Vice President – South, Grey India, said, “There is way too much depression and veiled threats when it comes to advertising in this category. Most brands are constantly trying to inject fear in the consumer.”
“The objective of the campaign is to clearly educate our customers on the importance of investing in a specialised cover,” said Dr. Amarnath Ananthanarayanan, Chief Executive Officer and Managing Director, Bharti AXA General Insurance.
Grey Bangalore Executive Creative Directors, Sham Ramachandran and Vishnu Srivastav, said, “We attempted to capture the plight of the customers using inverted humor and it was important to get the casting spot-on so that the humor is not exaggerated to take away the seriousness of the subject.”
A first-of-its-kind social media campaign is also being launched as a follow-up to salute the fighting spirit of survivors of critical illnesses. Anyone who has survived a major illness can upload his or her story on www.bhartiaxasurvivors.in to encourage fellow survivors.
