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JWT delivers 'Unbelievable' for Apollo Munich

The three-part TVC aims to educate Indian consumers about the insurance company's new offering Optima Restore

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JWT delivers 'Unbelievable' for Apollo Munich

JWT delivers 'Unbelievable' for Apollo Munich

The three-part TVC aims to educate Indian consumers about the insurance company's new offering Optima Restore

Ananya Saha | Delhi | February 13, 2012

publive-imageFlashback two years ago: The health insurance industry was viewed with a lot of skepticism. Apollo Munich decided to un-complicate things with simplistic underwriting procedures and hassle-free claims.

Cut to the present: The company recently undertook a research study – an analysis of 250 products across the globe, 17 months of research and actuarial intelligence – to understand what the consumer was looking for in the category. Research findings led to 'Optima Restore', a second generation insurance product that provides a multiplier as well as a restore benefit for policyholders, a first of its kind for the industry.

“Optima Restore is certainly a game changing product in the health insurance category and a fantastic example that truly stands for being 'uncomplicated'. Our brief to JWT was simple – show a hard-to-believe situation that pales in comparison to Optima Restore,” said Antony Jacob, Chief Executive Officer, Apollo Munich Health Insurance.

JWT came up with the 'Unbelievable' campaign that brings to Indian audiences astonishing acts that are as unbelievable as the features of Optima Restore. The 'Unbelievable' campaign for Optima Restore comprises a three-part TVC which is airing on all leading entertainment, news and business channels.

The three TVCs highlight the unique products that Apollo Munich has recently dished out. Shot in Europe, featuring foreign contortionists, the three advertisements break the clutter of insurance ads currently on air.

Sanjeev Bhargav, Head of JWT Delhi, said, “If you look at the history of Apollo Munich, they have always created amazing products. And our communication for them has always reflected this ethos. Munich has brought out an incredibly powerful product that is too good to be true. The ads that we have created this time around for them exhibit the power of 'unbelievable.'”

The 90-second 'Contortionist' ad, the 45-second 'Balloon' ad and the 45-second 'Magnetic Man' also have shorter, edited versions. The 360-degree holistic marketing campaign includes print advertising and outdoor media.

The campaign was conceptualised by Creative Directors Chirag Bhasin and Anirudh Verma, and the films directed by Shujaat Saudagar.

The TVC:

Credits:

Creative team: Anirudh Verma, Chirag Bhasin, Luke Dewars

Client Servicing: Rajendra Singh, Charu Bhatnagar, Rohit Verma, Siddharth Kapoor

Producer: Ashit Ghelani (Boot Polissh Films)

Director: Shujaat Saudagar

Ananya@BestMediaInfo.com

Info@BestMediaInfo.com

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