Bharti AXA infuses humour to sell insurance

WATCH the new TVC, created by Grey Bangalore, focusing on the critical illness policy

Bharti AXA infuses humour to sell insurance


Bharti AXA General Insurance unveils new campaign as part of the company’s strategy to focus on the unique critical illness policy. Grey Bangalore has worked on the campaign which adds a dash of humour to carry forward the insight of “more illness cover”. 
Watch the TVC here (story continues below)
Dr. Amarnath Ananthanarayanan, chief executive officer and managing director, Bharti AXA General Insurance pointed out that the objective of the campaign is to clearly educate our customers on the importance of investing in a specialized cover. 
“Our market research on health users clearly showed a need gap that a consumer actively sought a health insurance cover that provided more illness cover. This prompted us to dwell on the insight of 'why should a consumer be stuck with a limited insurance cover when he can actually get more?' Our creative route outlines the proposition of highest number of critical illness cover through humour rather than the more commonly used insurance imagery of morose pictures of suffering .We believe this will increase engagement with consumers and  drive the point clearly,” explained Jyothsna Pai, vice president – marketing, Bharti AXA General insurance.
Speaking on the new campaign, Hari Krishnan, vice president – South, Grey said, “There is way too much depression and veiled threats all around when it comes advertising for this category. Most brands are constantly trying to inject fear into the consumer.” 
Echoing a similar view, Sham Ramachandran and Vishnu Srivatsav, executive creative directors, Grey added, “This is a product which the consumer buys in good faith and in most cases only to realize later that it’s not what he thought it would be. The consumer has become numb to the various inclusions, exclusions, terms and conditions. Our attempt has been to capture the plight of this consumer using inverted humour. It was important to get the casting spot-on so that the humour does not get exaggerated and take away from the seriousness of the subject.”
The new campaign is aimed at an age segment of 30 - 50 years. The campaign will run nationally across World Cup cricket matches and major channels in prime time slots for a period of four weeks. Simultaneously, via outdoor, across key cities in India, for a period of 8 weeks. 
A social media campaign is also being launched as a follow up saluting the spirit of survivors of critical illnesses. Anyone who has survived a major illness can upload his/her story on a microsite and encourage others in a common predicament to fight and survive. This is propagated through television and on  social media.
Agency: Grey
Client: Bharti AXA General Insurance 
National creative directors: Malvika Mehra & Amit Akali
Executive creative directors: Sham Ramachandran & Vishnu Srivatsav
Account management: Hari Krishnan, Vice President South; Elizabeth Pulimood, AVP/Client Services director
Production house: Full Circle
Director: Ginu John   
Campaign India

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