Bharti AXA's new efforts on newer platforms!

Internet today is the 'go-to' medium for most brands and has become one of the most effective tools for them to connect with their audiences. By extension, social media, such as, Facebook, Twitter and YouTube, have captured the attention of the youth, especially, working professionals. In keeping with the times, Bharti AXA General Insurance (BAGI) has launched a first-of-its-kind viral marketing-digital campaign in the insurance industry, capitalizing the most potent communication medium today – the digital platform, with an intent to communicate the need-of-the-hour for insurance – to create an awareness of the importance of a critical illness health insurance policy.

Adgully caught up with Jyothsna Pai, VP - Marketing and Corporate Communication, Bharti AXA GI to know more about the campaign.

Sharing her thoughts about the rationale behind the campaign, Pai said, "The idea was to disapprove the mind-set of the people who think that health insurance only covers the hospital expenses. The fact is that Health Insurance can also pay much more than only hospital expenses".

The campaign is designed and conceptualised by iStrat, which was acquired by Publicis Groupe some time back. The brief given to agency was very simple. It stated that 'Health Insurance' can also help you when you are ill; also apart from hospital bills it could cover many other expenses with respect to your daily bills.

As a part of the campaign, seven quirky videos have been developed that narrate the predicaments of ordinary people who suffer from critical illnesses and are forced to work while they are ill, owing to financial commitments. The videos take a humorous slice-of-life look at people from different walks of life – women, entrepreneurs, working professionals, with the aim of driving home the point that a critical illness could hit any one of us.

Though its a 360 degree campaign, it is focused towards digital, that holds 60 percent share of the entire marketing budget, more than other mediums. The videos are being promoted on Facebook, YouTube and Twitter. Elaborating more on the marketing front, Pai said, "Our focus is more towards digital as the aim is also to promote through our newly launched website. When it comes promoting through TVC, we have targeted a lot of niche channels that include some news channels, hindi/english movie channels,  and infotainment channels like Discovery". Also, according to Pai, the reason behind inclining more towards digital is the fact that the target audience lies between the age-group of 25 to 44 who are quite 'digital savvy'.

Bharti AXA GI’s critical illness policy provides lump sum compensation that can take care of financial commitments, such as, vehicle loan EMIs, children's school fees or credit card payments.