Campaign India Team
Mar 02, 2016

Apollo Munich Health Insurance promises double the cover, says it with humour

Watch the two TVCs conceptualised by Cheil India here

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.  
 
Credits
 
Client: Apollo Munich Health Insurance
 
Creative agency: Cheil Worldwide SW Asia (Cheil India)
Creative team: Sagar Mahabaleshwarkar, Vijay Simha, Aneesh Jaisinghani, Pankaj Kumar
Account management: Kundan Joshee, Mudit Trivedi, Siddharth Kapoor, Medini Pateria
Account planning : Ayan Banik, Hina Kataria
 
Director (films): Satyajeet Kadam
Source:
Campaign India

Related Articles

Just Published

5 hours ago

Twitter ad revenue bolstered by return of events

Advertisers return to Twitter as product launches and live events begin to resurface worldwide.

5 hours ago

Amazon triples net income, nears $100 billion in ...

International operations turned a profit of $407 million, while revenue for the company's 'other' category, which is mainly its advertising services, grew 50% year over year.

5 hours ago

Facebook ad revenue boosted by commerce uptick

APAC led user growth, as Mark Zuckerberg said Facebook benefits from people and businesses "relying" on its platforms to stay connected and make money during Covid-19.

5 hours ago

Alphabet profit skyrockets as advertisers flock to ...

Brand advertising on YouTube rebounded in the third quarter of 2020, contributing to an enormous profit for its parent company.