Arati Rao
Sep 01, 2011

IndiaFirst marks foray into health insurance with new TVC

WATCH the TVC created by Saatchi & Saatchi

wide player in 16:9 format. Used on article page for Campaign.

A new TVC by Saatchi & Saatchi marks IndiaFirst’s foray into the sector of health insurance. The brand has entered the life insurance segment last year.

The ad shows a man who tries desperately to injure himself so he can claim the benefits of the policy, without realising that the ‘Money Back Health Insurance’ scheme offers protection and returns.

Ramanuj Shastry, national creative director, Saatchi & Saatchi, said, “Young people don’t want to spend money on things that they believe have a very low chance of giving them returns or benefits. And being young, falling sick is not something that they are overtly worried about. This, we realised, is what holds them back from buying health insurance policies. The creative idea ‘returns without the pain’ evolved from this understanding.”

Client: IndiaFirst
Agency: Saatchi & Saatchi, India
National creative director: Ramanuj Shastry
Creative director: Rakesh Pandit
Planning: Sourabh Mishra
Account management: Priyanka Chatterjee, Santoshdev Menon
Production house: Whodunit Films
Director: Sujay Shetty 

Campaign India

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