L&T Insurance has released a campaign for its 'my:health' offering. The product promises service response in six hours for cashless claims, failing which the company will pay the penalty.
Created by Salt Brand Solutions, the campaign features four films on the theme: 'Likh ke doge kya?' (Will you give it in writing?)
Each film shows the phrase used in response to a claim made by someone.
In one film, a mother cajoles her son into eating green vegetables, saying it will help him top his class - a claim the son questions, with 'Likh ke doge kya?'. In another a neighbour claims a young music aspirant will never be able to follow in his engineer father's footsteps. Another situation the brand puts up is the claim of a wife, who promises that she won't demand any more exotic holidays - after the next one. Each of them is left speechless on being asked if they'll put their claims in writing. At the end of each of the films, an L&T Insurance agent speaks on the brand's cashless claim service response, and adds that he is willing to give a written guarantee.
Watch the other three films from the campaign. (Story continues below)
Siddhartha Singh, partner, Salt Brand Solutions, said, "Being a late entrant into the category, there was a need to create a distinct identity for L&T Health Insurance in the mind of the target group. Research revealed that consumers found insurance solutions transactional and felt let down when the claims had to be settled. Therefore, the idea of human assurance – the assurance from a thoughtful insurance company which wasn’t doing mere lip service but a giving the guarantee of performance."
Minakshi Achan, co-founder, Salt Brand Solutions, added, "In a category ridden with claims, here’s L&T Insurance actually going out and making a written commitment to consumers. There’s a need for credibility for the category. For a consumer, the big dissonance is in his moment of truth when he is seeking a claim. The only way to overcome this dissonance for L&T Insurance was to put their money where their mouth is and introduce a penalty clause. When you have such a strong claim of six hour response guarantee or a penalty, Likh ke doge kya literally wrote itself and captured the essence beautifully and effectively."
DDB MudraMax is the media agency on the brand. The campaign will also have a digital leg.
The films were shot in Madh Island and at L&T's office in Bandra-Kurla Complex, Mumbai, over two days. Achan said, "We knew we were onto a good thing when we found 'Likh ke doge kya' had become part of our conversations; not just part of the agency and client team but actually part of the actors' vocabulary. Every time an actor got the shot right, the director would say 'Good shot', and the actors, cast and crew would go: 'Likh ke doge kya?'"
Client: L&T Insurance (Deepali Naair, country head, brand communications)
Agency: Salt Brand Solutions
Creative: Vikrant Markal, Smita Mishra, Sanket Pathare, Anisha Sarin
Account management: Sidharth Singh, Amritroopa Salien
Production house: Soda Films
Post production: Pixion Studio
Director: Rajesh Krishnan
Media agency: DDB MudraMax