HDFC ERGO Health Insurance has acquired Apollo Munich Health Insurance Company and rolled out a campaign ‘bad news - good news’, to communicate the same.
Conceptualised by Mullen Lintas, the campaign features actor Nawazuddin Siddiqui. The films are based around patients who encounter health emergencies. Siddiqui has a double role of a journalist - one who reports ‘bad news’ of unfortunate events that individuals have to face as a result of a health emergency. The other delivers ‘good news’ of Apollo Munich now being renamed to HDFC ERGO Health and the benefits available for the customers as a part of the acquisition.
Anuj Tyagi, MD and CEO, HDFC ERGO Health Insurance, said, “The acquisition of Apollo Munich Health Insurance by HDFC, led to the creation of a new entity, HDFC ERGO Health Insurance. This merger will provide significant benefits to our existing and prospective customers. Trust, transparency and fairness across all stakeholders are at the core of the entire HDFC Group and is a promise by HDFC ERGO Health leadership to each one of our policyholders. Our new TVC has been strategically executed to ensure customers are made well aware of the benefits this acquisition has to offer them. We hope to deliver this ‘good news’ and make our existing and new customers feel better.”
Azazul Haque and Garima Khandelwal, CCO, Mullen Lintas, said, “Our task was to create a high impact campaign to convey the biggest news in General Insurance of Apollo Munich being renamed to HDFC ERGO Health and the benefits this acquisition will offer the consumers. We wanted to give the brand a unique idea and put out a clutter breaking campaign. The starting point was that people only think of Health Insurance when they come across any an unfortunate incident related to health around them. And to convey this news, we roped in Nawazuddin Siddiqui. Thus the campaign idea of ‘bad news - good news’ was born. We are sure this campaign would do just that and also build a strong resonance of HDFC ERGO Health with Health Insurance.”
Along with the films, the campaign is also spread across radio, OOH, print and digital.
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The agency has been working on the account since 2004