Future Generali India Insurance has rolled out a campaign titled ‘Oh My Dog!’, to create awareness around the importance of purchasing dog health insurance. Conceptualised by Mullen Lintas, the campaign aims to tell people that much like humans, dogs too, go through vague incidents that can affect their health which needs to be covered under a good insurance plan.
The film begins with scenes of different pet dogs doing random things, with a ‘I’m a good dog’ track playing in the background. Right from shaking a showcase filled with metallic objects, hitting their heads on surfaces and sniffing around a hot toaster, to other unforeseen mishaps, the film highlights how they can be just as careless as most human beings and take decisions based on their emotions. The voice-over towards the end claims that even good dogs can make bad decisions and hence, have the right to be protected by good health insurance.
Ruchika Malhan Varma, chief marketing officer, Future Generali India Insurance, said, “As a brand that is focused on having a pulse on its customers evolving needs and providing innovative solutions across their life cycle, we realised the place a dog holds in a household today – that of a family member. This meant bringing forth an unfelt need – just as one would protect a loved one with health insurance, a pet parent can also consider purchasing a dog health insurance cover for safeguarding their four-legged doggie family. However, here is the twist. Insurance is a serious matter while we associate dogs with mischief and play. Hence, to drive home the importance of dog health insurance cover we decided to launch a playful digital campaign that showcases the mischiefs that dogs get into while also being value accretive.”
Garima Khandelwal, chief creative officer, Mullen Lintas, said, “Dog insurance is a first-mover advantage in India for Future Generali India Insurance. We have a lot more dog parents, which means more pet stores and pet products around us today and it’s a fresh category for mass media that is catering to this spike, and as an insight for the offering, it's something that works across borders. To be relatable and sharply land the need for insurance for your furry babies was the only lookout. Cute dogs being silly with a catchy track that was a fit for this film. The challenge was to shoot these situations such that it doesn’t harm or pose any threat to the 14 dogs on set, involving immense preplanning and many cheats on post. The campaign hashtag Oh My Dog, is a memorable hook to witnessing a dog land in trouble, without any intention to of course.”
The film is being aired across all media and has other legs too, including use of influencers and celebrities.