Bharti AXA pushes its health solutions in 360-degree campaign

Gunjan Prasad, 23 November, 2009

New Delhi

Bharti AXA General Insurance has launched an integrated advertising campaign with the objective of establishing itself as a strong health player in the general insurance category. Focused on the company’s retail health offering, the campaign targets customers with a strong emotional connect to build brand salience and create preference using the health plank.

“Anyone who has bought heath insurance will tell you that the experience was anything but healthy. The 'conditions apply' really gets to you. This experience is the basis of our commercial, where the heart starts beating faster with every exasperating condition/demand,” said Jyothsna Pai, AVP, marketing communications, Bharti AXA General Insurance.

The storyboard of the TVC has an animated video that opens on an ECG monitor screen. The graph is seen beating normally till a voiceover asks for more documents. The graph on the monitor does a high trough-crest. The graph keeps wavering as complicated conditions to obtain health insurance are applied. The monitor returns to normal only when Bharti AXA’s logo appears and the voice-over details the value proposition of the company’s health insurance portfolio such as: ‘20 critical illnesses covered’, ‘No medical check ups up to the age of 55 years’ and ‘Cashless facility in 4000 hospitals’.

WATCH TVC now.

Said Ravi Raghvendra, creative director, Contract Advertising, “Health insurance is the fastest growing segment in the general insurance market. It has gained importance amongst consumers due to increasing medical expenses and the emergence of new health perils like chikun gunya, swine flu, etc. Therefore, consumers are willing to invest in, not only healthier living, but also on health insurance. Current health insurance premium is only 2% but the market is set to grow by 30% to reach $8 billion by 2015.”

The film has been directed by John Francis and produced by Orange Stick Productions.