In the rat race to earn more, travel more, eat more and work just a little more, one thing that is getting grossly neglected is ‘health’. Aditya Birla Health Insurance, in its new campaign, tells us ‘how health is the key to long life’.
In its new TVC conceptualised by Taproot Dentsu that features enthusiasts from different fields and professions, it tells us about the importance of health and fitness. As per the company’s statistics, the premium collected in the health insurance sector was Rs 30,000 crore in FY 2017, up from Rs 1370 crore in FY 2004.
Despite this scenario, only 27 per cent of the total population of India is covered under health insurance schemes, with a majority covered under either government or employer programmes. Only three per cent of the population has opted for voluntary private health insurance.
Aditya Birla Health Insurance has entered the health insurance market with an aim to expand the category to wider customer segments, beyond the ones that health insurance companies traditionally have targeted through a full range of offerings by providing “health insurance for all”.
The campaign “Sehat hai toh zindagi behad hai”, launched across national television, seeks to create relevance of the key role that Aditya Birla Health Insurance can play in the life of customers by being a ‘health companion’ and not just another payer of health care expenses.
Ajay Kakar, Chief Marketing Officer, Financial Services, Aditya Birla Group, said, “The health insurance industry is currently synonymous with mediclaim and reimbursement of hospitalisation expenses. Aditya Birla Health Insurance wishes to change that perception with its never-before products that promote health and health insurance for all. Our campaign is designed to provoke mass India to self-realise the importance of health assurance and health insurance, while highlighting our differentiated features.”
The film opens with the brand’s voice, asking real people (not actors) questions like, ‘Aapke liye sehat ka kya matlab hai’ and ‘Agar intezaar ek number hota, toh wo kya hota?’ People of all ages, from diverse walks of life, then share their points of view with the brand.
From the spontaneous to the inspiring ('Sehat to me means dancing', 'Sehat means performing at my best every day’) and from the thought-provoking to the poignant (I’m waiting for a normal life because my blood pressure is high, I’m waiting for a miracle because my wife’s hospital bills exceed my monthly salary), a variety of answers form the body of the film.
Towards the end of the film the brand comes in, encouraging consumers to take a simple step towards enhancing and protecting their health. Their answers are linked seamlessly to Aditya Birla Health Insurance and the brand’s distinctive product offerings.
Agnello Dias, Chief Creative Officer, Taproot Dentsu, said, “The Aditya Birla Health Insurance campaign followed an unusual process of not only casting real, non-actors but also shooting them live reacting to the stimulus for the first time in real time. Raw human truths may not always be overly dramatic but sometimes they can be unexpected due to being non-scripted, the attempt is to capture those realities.”
Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, “Two strong product offerings from Aditya Birla Health Insurance have been brought to life in a distinctive way through the launch of this campaign by using real people and their reflections. What does health mean to them? If waiting could be measured in a number, then what would it be? Questions like these allow for the brand to carve a differentiated space for itself, in the real world.”
Chief Executive Officer: Umesh Shrikhande
Creative Team: Agnello Dias, Chief Creative Officer; Santosh Padhi, Chief Creative Officer; Pallavi Chakravarti, Executive Creative Director; Apoorva Jain: Copy Supervisor; Durvesh Gaikar, Creative Group Head
Account Team: Ayesha Ghosh: General Manager; Tapan Desai: Account Director; Urvisha Parmar: Account Supervisor
Production House: Red Ice Films
Director: Shimit Amin
Producer: Lisa D’Costa