Chola MS, the general insurance firm has launched a new TVC to support the Chola Healthline range of health insurance policies.The ad film was conceptualised by Interface Communications, Chennai. The launch is being supported by a 360 degree media campaign.
Shot and featuring a character similar to Rajnikant from the South, Chola MS' TVC features 'Choice Chinnappa'. The character states that he likes choices in everything be it 'ayurveda or allopathy', a small hospital room or a big one, 'this hospital or that hospital'; all of which are entertained by the brand's range of health insurance policies. The ad film ends with a voiceover sharing the contact details to know more about the policies and a brand sign off with the tagline 'With you when you need us most'.
Neeraj Moorjani, head – marketing and customer lifecycle management, Chola MS said, “Our brief to the agency was to communicate the USP of Chola Healthline Insurance – Choice. Choice of Treatment, Choice of Hospital and Choice of Room through an execution not seen in the category so far. Humour is a great unusual way to connect with the audience for a rather serious subject of insurance. I hope the risk pays off. Chinnappa in many ways embodies the prospective customer for CholaHealthline – Cool, Confident, Discerning and Intelligent.”
M Elango, VP, Interface Communications, commented, “In a low involvement category that's also highly competitive, the challenge is to win attention and be memorable. So we took the product benefit of choice and added a good helping of humour in execution. I think we have a winner campaign for Chola MS.”
Dominic Kyle, creative director, added, “We needed to present the core proposition of the product, which is ‘choice’, to an audience who almost always react rather passively to the high-on-emotion but low-on-energy insurance communications they’ve been fed with. Clearly, to break through this passivity barrier and create resonance and response, we needed to break away from the stereotypical advertising dominating this category. Hence the Choice Chinnappa campaign. Choice Chinnappa is representative of a character that all of us want to be – someone with the power to get what he wants.”
Client: Cholamandalam MS General Insurance Company
Agency: Interface Communications
Client team: Vedanarayanan Seshadri, Neeraj Moorjani, Nikhil Shah, Nirmal John
Creative team: Dominic Kyle, Balasubramanian
Account management: Elango M, Rangesh AB, Arun BK, Amrath Sait
Films: Alpa Jobalia, Sukirth Rao
Production house: Dream Cuts
Director: Alok Kulkarni
Producer: Jai Tank