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Saatchi & Saatchi brings a twist in Health Insurance Campaign

The campaign marks IndiaFirst’s foray into health insurance sector; watch the TVC here.

BestMediaInfo Bureau | Delhi | August 18, 2011

After IndiaFirst’s launch campaign last year marking its entry in the life insurance market, Saatchi & Saatchi recently released another campaign for the launch of its new product, ‘Money Back Health Insurance’. This marks IndiaFirst’s foray into the increasingly competitive health insurance sector.

‘Money Back Health Insurance’ provides a unique dual offering of ‘protection with returns’. Keeping this in mind, the campaign leverages the insight that young people are often not motivated to buy health insurance as they feel it is a waste of money when compared to other investments, as claims or returns are dependent on one falling ill.


Explaining the genesis of the campaign idea, Ramanuj Shastry, National Creative Director, Saatchi & Saatchi, says “Young people don’t want to spend money on things that they believe have a very low chance of giving them returns or benefits. And being young, falling sick is not something that they are overtly worried about. This, we realized, is what holds them back from buying health insurance policies. The creative idea ‘returns without the pain’ evolved from this understanding.”

The TV commercial, directed by Sujay Shetty of whodunit films, goes on-air in August capturing this idea in a humorous dramatization showing a young man who would go to any extent, even injuring himself, so that he can get some returns from his health insurance. Keeping in line with the IndiaFirst brand personality, this TVC too has the flavour of real India and reflects the aspirations and challenges of young Indians.


National Creative Director: Ramanuj Shastry

Creative Director: Rakesh Pandit

Planning: Sourabh Mishra

Account Management: Priyanka Chatterjee, Santoshdev Menon

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