Apollo Munich eyes disruption in the Health Insurance space
The Union Budget 2018 has been hailed as giving some much-needed fillip to India’s insurance sector. The Government will be merging three insurance companies – Oriental Insurance, National Insurance and United India Assurance – into a single insurance company and listing it on the bourses. This is being seen as a positive move by industry experts. Various government insurance schemes have been extended to cover more poor households – be it in terms of health insurance or life insurance.
Apollo Munich Health Insurance is in bullish mode and in the lead up to the Budget presentation on February 1, 2018, rolled out its #BeWinsured campaign to highlight the unique benefits of its unique Health Wallet plan, recently launched under a new category ‘Winsure’.
Health Wallet, a next-gen health insurance plan, not only addresses the current needs of the customers by paying for their hospitalisation, but also covers their OPD expenses that are usually not covered by health insurance policies. Interestingly, Health Wallet also ensures affordability of continuing the policy in later years.
Conceptualised by Cheil India, the campaign features brand ambassador Farhan Akhtar in a series of TVCs that bring alive the unique features of Health Wallet. Each 20 seconder ad ends with the brand pay off: ‘When your health insurance pays for the unusual – you are not insured, you are winsured’. A 360- degree campaign, #BeWinsured is being leveraged both on traditional mediums like television, outdoor, and radio, along with key social media platforms of YouTube, Facebook, Twitter, etc.
Commenting on the insight behind the campaign, Dr Nandini Ali, CMO, Apollo Munich Health Insurance, said, “Keeping in line with our brand promise of ‘Let’s Uncomplicate’, we conduct regular market research to understand consumers’ sentiments and the gaps with regards to healthcare financing and we aim to bridge the same with our innovative health insurance solutions. Our latest innovation Health Wallet, introduced under the Winsure category, is a derivative of some very pertinent consumer insights (a) pressure on individuals to pay for day to day healthcare expenses like doctor consultancy, pharmacy, diagnostics, etc. from their own pockets, (b) affordability of health insurance premiums post retirement, and (c) need for an interesting healthcare financing tool for youngsters.”
The category Winsure has been conceived on the Win-Win premise and Health Wallet is the first product in this category. It’s a Win when health insurance covers hospitalisation, it’s also a Win when one’s health expenses are covered even when one is not hospitalised. It’s a Win when unused cover amount carries forward as Reserve benefit and also a Win when the Reserve amount earns cumulative bonus. It’s a Win when customers’ money is working for them today, and also a Win when their health insurance can take care of their premium tomorrow (from the Reserve benefit post 5 continuous renewals). It’s a Win when health insurance pays for allopathy the world believes in, and also a Win when it funds for alternate medicine. With Health Wallet, one never loses.
Dr Ali further added, “Considering low involvement and a general apathy, we have stayed away from the insurance category code and used straight and simple communication to strike a chord with audiences at large. The TVCs have been given a direct and interactive treatment with a genuine, positive and upbeat tonality.”
On the choice of Farhan Akhtar as the brand ambassador, Dr Ali said, “We have taken the celebrity route to strengthen the impact of our communication. With Farhan’s attitude of challenging the status quo, commitment and versatility, he has succeeded and emerged as a winner across various spheres of life; he is an inspiration to millions and people across age groups resonate well with him.”
Elaborating on the execution of the campaign, Vijay Simha Vellanki, Group Creative Director, Cheil, said, “Since it was the launch of a revolutionary health insurance product with multiple benefits that have never been talked about, we tried to keep the treatment of these films very sharp and in-the-face. And putting Farhan Akhtar in the thick of things also gave us the opportunity to use his persona to ride home the message clearly with more punch and authenticity.”
He added, “In a low-interest category like health insurance, the challenge is to overcome ‘here comes another health insurance product’. So, we needed something definitive, something that makes people sit up and take notice. ‘Winsure’ does exactly that. And each film simplifies an otherwise complex product, with all honesty. Each distinctive feature became our trigger to talk to our audience in a one-on-one manner. So, ‘Don’t just be insured, be winsured’ became our war cry for the brand.”
The Health Wallet plan pays for other medical expenses that are not covered under any other medical insurance such as dental treatment, spectacles, Alzheimer’s, etc. Moreover, customers can even use the reserve amount to fund for co-payment and deductible cost.
“We expect #BeWinsured campaign to help us enhance the brand and product recall while positively impacting sales and creating a rub off effect on our other health insurance plans,” Dr Ali concluded.
Creative Agency: Cheil
Chief Creative Officer: Sagar Mahabaleshwarkar
Creative Team: Vijayasimha, Mithun Purkayastha, Suketu Gohel
Account Management: Abhishek Sen
Strategic Planning: Megha Deorani
Production House: Film Philosophy
Producer: Payal Davda
Director: Shiraz Bhattacharya
Music Director: Subhajit Mukherjee
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