Health Insurance is a serious matter. Naturally, the advertising around it has been somewhat serious too — showcasing how such policies benefit consumers in times of need. Examples of such advertising are ICICI Lombard’s ‘Plan B’ campaign, HDFC Ergo’s ‘Take it easy’, and Max Bupa’s campaign that played on the family health factor.
Lately, a few brands, while keeping the underlying communication about the benefits of such policies and the economies related to it clear, have managed to add quirkiness to the commercials. A recent example is Apollo Munich Health Insurance’s Don’t Think Twice campaign that highlights the benefits of its flagship product Optima Restore in a satirical way.
Interestingly, its commercials urge people to keep enjoying their lives even if they have busted the sum insured for in their health insurance policies. The commercials are different in a way that they do not talk about the life of the consumer, but inanimate objects that might create health problems for the consumer. For instance, one of the commercials focus on a banana peel on the road that intends to hurt an already ailing consumer. The other TVC features a juicy fat burger that can potentially create cholesterol issues for an already ailing consumer. This is where the benefits of the health insurance step in as both the previously hurt and ‘spent’ consumers can ‘again’ opt for an insurance cover by Apollo Munich with its multiplier and restore features.
Says Antony Jacob, CEO of Apollo Munich Health Insurance: “Formulated in two TVCs, the Don’t Think Twice campaign informs consumers that Optima Restore provides them with the much-needed respite from the predicament of ‘which health cover is best for me’ and also offers a double safety blanket solution to its customers. It not only provides protection against the high healthcare costs but also restores a policyholder’s sum insured when it gets exhausted in the policy period, for any other illness in the same policy year.”
The brand claims that it’s keeping its brand philosophy of ‘Let’s Uncomplicate’ intact. The current campaign aims to explain health insurance simply and succinctly so people can choose the right policy for oneself and family.
Apart from the TVCs, Apollo Munich Health Insurance is promoting its #
DontThinkTwice campaign heavily on YouTube, on Facebook Page and Twitter, along with WhatsApp engagement with all stakeholders.
BW Reporters
The author is principal correspondent at BW Businessworld and Digital Market Asia. He writes on marketing & advertising.
