Policybazaar.com has rolled out a film featuring actors Tisca Chopra and Pankaj Tripathi.
Tripathi enters Chopra's office with his assistant. He informs the lady that he has heard about her husband not feeling well. He then offers her cash for his treatment with the hope of the lady taking it and in return passing a tender. Chopra doesn't. She says she doesn't need to because of a health insurance she purchased from Policybazaar.com.
Dhruv Sarin, head, health insurance, Policybazaar.com, said, “The medical inflation in India is increasing at an alarming rate, owing to higher medical bills. Roughly around 70 per cent of medical expenses are borne out of pocket in India. Moreover, the health insurance penetration in India is abysmally low. Through the campaign, we are pushing customers to realise the immediate need of buying health insurance to safeguard against any unforeseen medical events. As per the survey conducted by the National Sample Survey Organisation from January 2013 to June 2014, 1 out 5 people did not have sufficient corpus to pay their medical expense and had to borrow money from friends or family."
Sai Narayan, associate director and head of marketing, Policybazaar.com, added, “With the rise in number of lifestyle and environmental diseases, it is very important to invest in a good health insurance that covers most aspects of unexpected hospitalization. Not having health insurance or inadequate cover can leave you vulnerable. The cost of medical treatment either eats all the savings or people end up borrowing. Our new campaign focuses on how having a health Insurance will empower you to do the right things for your family.”
He added, “In all our earlier campaigns, we have emphasized on the comparison before buying, however, with this campaign, we have gone one step ahead and tried to push the customers to buy an adequate health insurance policy. The campaign is mainly aimed at spreading awareness amongst first time buyers. Majboori Nahi, Health Insurance Chuniye is the creative rendition and the thought behind the campaign.”
The campaign was conceptualised by Policybazaar.com's in house team. It went live on digital on 15 January and will go on air on TV on 19 January.
Conceptualised by: Policybazaar.com
Associate director and head of marketing: Sai Narayan
Marketing manager: Samir Sethi
Production house: K Silent Productions
Writer/creative director: Riazat Khan
Director: Anand Karir
Executive producer: KC Pandey