HDFC Ergo has rolled out a two-film campaign featuring brand ambassador Nawazuddin Siddiqui in a double role. The films also feature veteran actor Piyush Mishra.
Conceptualised by Mullen Lintas, one film (above) is for the brand's health insurance service while the other is for car insurance. The idea behind the films is to get people to ask the right questions about their insurance plans.
Speaking with Campaign India, Mehmood Mansoori, president - shared services and online business, HDFC Ergo General Insurance, said, "The core premise of the campaign is predicated on the aspect that culturally we are very curious and inquisitive when it comes to buying any product. But when it comes to buying insurance, people either do not ask questions or aren’t asking the right questions. The current pandemic has made people somewhat aware of the importance of insurance. But when it comes to buying a policy, consumers usually tend to go for products recommended by their trusted acquaintances. Some consumers are also keen to know the features a policy has to offer and seldom ask about the features and services essentially required while making a claim. These thoughts often lead the consumer to choose an insurance policy that may not be best suited to secure their financial requirements in the hour of need."
He added, "Consumers should also focus on knowing the essential services offered by the insurer like the number of cashless hospitals or garage, claim settlement ratio, to name a few and ask questions that will help them take it easy in unprecedented times. This was a powerful thought to put out a campaign that would educate consumers to ask the right questions to make an informed decision while buying an insurance policy."
On the humour route being undertaken by HDFC Ergo in this campaign, he said, "Insurance is a serious category, and historically it has been promoted by creating a sense of fear in the minds of their consumer. However, at HDFC Ergo we believe that our customers should take it easy even in their hour of need and hence we have taken a very friendly approach to educate the customers in an entertaining way. We feel that this is the right way to strike a chord and convey the message without instigating fear in the consumer’s mind to realise the importance of insurance."
Azazul Haque, CCO, Mullen Lintas, said, "The campaign revolves around the simple idea that we ask too many questions when it comes to health related issues or while we are buying car or any motor vehicle, but while getting isurance for the same we don't ask relevant questions. The idea is to push the consumers to ask the right questions regarding insurance as HDFC Ergo will have all the right answers. In the creative execution, we wanted to continue with the same quirky brand tonality and with the idea of showcasing Nawazuddin in characters we have never seen before. So again he comes in double role, and Piyush Mishra comes as a surprise entry in the campaign. The famous duo of Nawazuddin and Piyush Mishra is not seen together for many years now. So bringing them together makes the campaign clutter breaking and extremely memorable."
The campaign is running across TV, radio, OOH, digital and print.