Following a multi-agency pitch, TBWA\India’s Chennai office has won the creative mandate for Star Health Insurance, a specialist health insurance company. The account is pegged at an estimated Rs 8 crore.
Anand Roy, associate vice president of marketing, Star Health Insurance, said, “Although health insurance as a category has been growing at CAGR 35%, penetration of the category is as low as 5%. Therefore, the task really is to grow the category and grow as a result. TBWA's disruptive thinking and their creative approach will give our brand the necessary thrust to not only consolidate our position, but also grow exponentially.”
Nirmalya Sen, managing director of TBWA\India, explained that apart from mainline, the company had also made a ‘Media Arts’ presentation at the pitch – which identifies the brand space and how the brand should behave across various touchpoints. The 360-degree approach would be employed for the campaign as well, though the communication task will be a challenge, according to Sen. “While we have created Bajaj Allianz in the country, there’s a huge difference between life insurance and health. While life insurance is one of the first investments anyone makes, health is usually viewed as an annual waste of money, because people believe nothing will happen to them; it’s a tough category to be in,” he said.
