Edelweiss Tokio Life Insurance launched an advertising campaign last month, created by Contract Advertising. Through ad films with humourous plots, the TV leg of the campaign emphasises that the brand puts consumer needs first - and will understand those needs before offering an insurance solution best suited to those needs. This is in line with the brand's stated proposition of 'Insurance se badhkar hai aapki zaroorat'. Two TVCs feature a person seeking advice from a specialist, but receiving incorrect advice.
One film shows a patient going for an eye check-up, but the doctor asks him to do various health tests, such as an x-ray and blood test, rather than focusing on the actual problem. When the patient interrupts the doctor and asks for a remedy for his eye, he asks him to wash it with water.
A second TVC features an employee seeking a solution for his computer from the company's IT expert. Before he can complete explaining the issue, the IT expert asks him repeatedly to restart his machine. Annoyed by this, the man loses his cool and states that he can't restart his computer because it isn't starting, to begin with. The films end with a voice over explaining the benefits of opting for Edelweiss Tokio Life Insurance.
On the thought behind the films, Shabnam Panjwani, head, marketing communications, Edelweiss Group, said, “Our research has shown that there is a huge gap in the insurance industry in understanding the needs of the consumer and selling of insurance policies. Consumers perceive insurance as a complex financial instrument and therefore they tend to gravitate to the company that understands their needs and accordingly suggests them the right products. Most of the insurance companies fails to understand the actual need of the customers and focus on how to maximize the sale of their products This is the first communication campaign from Edelweiss aimed at the mass retail audience. I believe this campaign will go a long way in establishing Edelweiss Tokio Life as well as Edelweiss brand awareness amongst the retail target Group.”
Deepak Mittal, managing director and chief executive officer, Edelweiss Tokio Life Insurance, added, “We have extensively trained our staff to understand the customer needs and to address it accordingly. I believe that this customer-oriented approach will be a key differentiator for us and will lead to a highly satisfied insurance consumer base.” The campaign went on air in mid-October.