Shephali Bhatt
Jan 28, 2013

Tata AIG’s Mediprime offers cashless claim approval in four hours

WATCH the ad film created by Law & Kenneth

Tata AIG General Insurance has released a campaign for its health insurance plan Mediprime.

The campaign, spread over TV (90 per cent) and digital (10 per cent), has been created by Law & Kenneth.

The film opens in a jogging park where a certain Sharma-ji tries to catch up with the protagonist, Rohit, to tell him about an agent who sold him an excellent health insurance plan. Sharma-ji adds that the plan has a wide cover. He is hell bent on giving the agent's number to Rohit but fails to impress him after Rohit asks him whether the agent will promise cashless claim approval in four hours. A voice over informs us that Tata AIG Mediprime passes cashless claims within four hours of informing, after all requisite documents are submitted.

Gunjan Ghai, vice president - marketing and e-commerce, Tata AIG General Insurance, said, "People deem health insurance to be an emergency product and feel they don't require it in regular life. It is largely seen as a tax instrument. We wanted to commit ourselves to the category and communicate that in the time of need, our promise will be served."

Ghai explained the media plan, sans print: while TV would build reach, digital is being banked on for consumer engagement.

The campaign will be on air till the end of February. A regional campaign to create incremental reach in the South is also in the offing.

Since its introduction in February 2012, the health insurance plan has done better business in the South and West, Ghai stated.


Client: Tata AIG
Client team: M. Ravichandran, president – Insurance, Gunjan Ghai, vice president - marketing and e-Business, Pankaj Chaudhary, senior manager - marketing
Agency: Law & Kenneth
National creative director: Charles Victor
Chief operating officer: Rana Barua
Agency films: Umesh Patel
Account planning: Ketaki Rituraj
Account management: Sanghamitra Khatu, Saumya Poddar
Production house: Show & Tell
Director: Nitish Sharma
Producer: Shivi Arora
Media agency: Madison Communications 

Campaign India

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