Campaign India Team
Oct 10, 2013

Chola MS Health Insurance promises to be by your side when you need it most

Watch the TVC created by Interface Communications

Chola MS Health Insurance has launched a new television commercial conceived by Interface Communications. The film went on air on 4 October.

It opens with an ambulance rushing a man to hospital on a rainy night, accompanied by his worried wife. Upon reaching the hospital, she is about to pay the ambulance driver when two executives - an Indian and one of oriental lineage (Japanese) - assure her that they will take care of it. They do the same when she is about to pay at the hospital’s cash counter, displaying a Chola MS ‘Treatment Approved’ document on a tablet. The Chola MS duo stand by her as her husband gets treated. They stay on till he gets discharged while the brand’s message ‘With you when you need us most’ gets delivered.

Neeraj Moorjani, head of marketing, Chola MS, explained that the brief was to ‘create an endearing communication’, based on the insight that when a dear one is hospitalised, one needs to deal not just with running around but also take care of the financial cost of treatment.

“It’s in these moments that you need experts who can take care of your financial worries when you need it the most. Backed by uniquely Indian empathy and Japanese efficiency and experience of handling 7.2 million health customers, we are the best partner for you when you need us most,” he added.

Elango M, VP, Interface Communications, Chennai, said, “The brief was to create a commercial that would differentiate the brand at an emotional level while continuing to sell the grossly under-penetrated category. The campaign should endear the brand to the insurance buyer and keep him receptive to a Chola MS agent.”

The agency spoke with people who have been through hospitalisation recently before conceiving the film, Elango revealed.

“Besides what the patient himself goes through, it was equally stressful for the closest family. They all felt that the trauma was made more bearable by the presence and help of someone who cares - siblings, friends or relatives. We wanted Chola MS to be that brand which stays by their side when they needed the support most - by taking care of the expenses - allowing them to take care of their loved ones better. The fact that Chola MS covers a lot more than just hospital expenses helped us firm up the idea in to a script,” he added.

Besides TV, the campaign will be seen on digital, print (magazines), radio and OOH media.

Credits

Agency: Interface Communications
Creative: Dominic Kyle, Balasubramanian
Account management: Rangesh AB, Arun BK
Agency films team: Alpa Jobalia, Ashish Barot
Production house: Opticus Picture Copmany
Director: Bipin Nadkarni
Producer: Pushkaraj Kelkar
Director of photography: Ravi K Chandran
Music: Rohan Vinayak
Lyrics: Swanand Kirkire

Source:
Campaign India

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