Farhan Akhtar brings forward the Apollo Munich's Health Wallet
The health insurance company has roped in brand ambassador Farhan Akhtar in a series of TVCs to bring alive the unique features of Health Wallet, recently launched under Winsure category
Apollo Munich Health Insurance rolled out #BeWinsured ad campaign to highlight the unique benefits of its Health Wallet plan, recently launched under a new category ‘Winsure’. The campaign is conceptualised by Cheil India.
Each 20 seconder ad ends with the brand pay off—‘When your health insurance pays for the unusual – you are not insured, you are winsured’. #BeWinsured is a 360- degree campaign that will be leveraged both on traditional mediums like television, outdoor, radio along with key social media platforms of Youtube, Facebook, Twitter etc.
Health Wallet not only addresses the current needs of the customers by paying for their hospitalisation but also covers their OPD expenses that are usually not covered by health insurance policies. Interestingly, Health Wallet also ensures affordability of continuing the policy in later years.
This Health Wallet plan comes with the ’Reserve’ benefit. True to its name, this feature creates a reserve kitty for the customers that can be used for a variety of out-of-pocket expenses. That’s not all, it also allows the user with the flexibility of paying for ‘non-payable items’ that are generally excluded from any health insurance. As a unique offering, it pays for other medical expenses that are not covered under any other medical insurance such as dental treatment, spectacles, Alzheimer’s etc. Last but not the least, customers can even use this reserve amount to fund for co-payment and deductible cost.
Hence the new health insurance category Winsure has been built on the premise of wide-ranging benefits Health Wallet offers. It’s a win when doctor consultation for prescribing spectacles is covered by health insurance and it’s also a win when cost of spectacles is also covered. It’s a win when customers’ money is working for them today, and also a win when their health insurance can pay for 50 per cent of their premium tomorrow (post five continuous renewals). It’s a win when health insurance pays for allopathy the world believes in, and also a win when it funds for ayurveda and homeopathy.
On the idea behind the campaign, Nandini Ali, Chief Marketing Officer, Apollo Munich Health Insurance, said, “Keeping in line with our brand promise of ‘Let’s Uncomplicate’, we conduct regular market research to understand consumers’ sentiments and the gaps w.r.t. healthcare financing and we aim to bridge the same with our innovative health insurance solutions. Our latest innovation Health Wallet, introduced under the winsure category is a derivative of some very pertinent consumer insights (a) pressure on individuals to pay for day to day healthcare expenses like doctor consultancy, pharmacy, diagnostics etc. from their own pockets (b) affordability of health insurance premiums post retirement, and (c) need for an interesting healthcare financing tool for youngsters.”
Ali further added, “To take this product to the masses, we have crafted #BeWinsured campaign along with our brand ambassador Farhan Akhtar. We have taken the celebrity route to strengthen the impact of our communication. With his attitude of challenging the status quo, commitment and versatility, he has succeeded and emerged as a winner across various spheres of life; he is an inspiration to millions and people across age groups resonate well with him. Considering low involvement and a general apathy, we have stayed away from the insurance category code and used straight and simple communication to strike a chord with audiences at large. The TVCs have been given a direct and interactive treatment with a genuine, positive and upbeat tonality.”
Talking about the campaign, Vijay Simha Vellanki, Group Creative Director, Cheil, said, “In a low-interest category like Health Insurance, the challenge is to overcome “here comes another health insurance product.” So we needed something definitive, something that makes people sit up and take notice. ‘Winsure’ does exactly that. And each film simplifies an otherwise complex product, with all honesty. To bring alive this, we partnered with FarhanAkhtar, who represents everything that a health brand should embody – fit, active, positive, and trustworthy. So who better to speak for Health Wallet than he!”
The TVCs:
Health Wallet covers doctor consultation & pharmacy bills -
Use Reserve kitty & pay only half of your premium (post 5 years) -
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