Apollo Munich Health Insurance launched a two-film campaign for its Optima Restore plan, conceptualised by Cheil India.
Optima Restore claims to offer cover within the claim period in case of a second illness for self or family member, even if the insured has exhausted the cover. In case of no claims, the cover is increased by 50 pc the next year, and doubled if there is no claim for a second successive year.
In a lighthearted vein, the films seek to convey the benefits of the plan.
One of them (above) features a banana peel on the road, introduced as a potential hazard to someone who steps on it. An injured man with bandaged hands and legs approaches it. As he is about to step on it, the product benefit is spelt out.
Another film features a fully loaded burger that could harm the heart of someone who consumes it. The character about to take a bite is a recuperating patient, who has already exhausted his health cover. Enter Apollo Munich Optima Restore.
Vijay Simha, group creative director, Cheil India, said, “While most insurance brands invoke fear or bamboozle you, with Apollo Munich we chose to keep it real. The campaign idea came from a simple observation that things that cause damage to your health don’t really know or care about your financial situation. They simply strike. It’s really up to you to be prepared with the right health cover. So we decided to tell this story in all its simplicity.”
Antony Jacob, CEO, Apollo Munich Health Insurance, said, “‘The ‘Don’t Think Twice’ campaign informs consumers that Optima Restore provides much needed respite from the predicament of ‘which health cover is best for me’. Optima Restore benefits policyholders at all times, with its ‘Restore’ and ‘Multiplier’ features - whether they bust their sum insured limits or don’t claim at all.”
The campaign which broke on digital in mid-February, started airing on TV on 21 February 2016.
Client: Apollo Munich Health Insurance
Creative agency: Cheil Worldwide SW Asia (Cheil India)