Chola MS Health Insurance plays the 'reassurer with a soul' card
Conceptualised by Interface Communications, the TVC is all about timely insurance support backed by Japanese efficiency and Indian empathy
BestMediaInfo Bureau | Delhi | October 10, 2013
Cholamandalam MS Health Insurance Company, a joint venture between Murugappa Group and Mitsui Sumitomo Insurance Company, Japan, yesterday unveiled a new multimedia 360 degree communication campaign. The TV commercial, conceptualised by Interface Communications, went on-air on October 4, 2013 and will go on till December 31, 2013.
Neeraj Moorjani, Head Marketing for Chola MS Health Insurance, said “Our brief to the Interface team was to create an endearing communication on a simple insight that when your dear one is hospitalised, you have to deal not just with running around to provide the best healthcare but also to take care of the financial worries due to high cost of treatment. It's in these moments that you need experts who can take care of your financial worries when you need it the most. With an empathetic understanding of Indian customers and Japanese efficiency, we are the best partner for you when you need us most.”
Leveraging the insight that 'hospitalisation is as traumatic for the family as it is for their ailing loved one, Interface came up with 'The Reassurers' TVC.
The commercial shows an Indo–Japanese duo (representing the company's Indo-Japanese partnership) taking care of a patient and his worried wife from ambulance to ambulation. The presence of the duo metaphorically implies that Chola MS will be there for them when they need it most – backed by a uniquely Indian empathy, superior Japanese efficiency and the experience of handling 7.2 million health customers.
“This TV commercial is mounted on a life insight of how, during a hospitalisation, even family members experience as much trauma as the patient they are attending to. And when people who care are around, it makes the experience more bearable,” said Dominic Kyle, Associate Creative Director, Interface Communications, Chennai.
The TV campaign will be backed by a digital campaign, magazines, radio, outdoor and activations.
The TVC:
Credits:
Agency: Interface Communications, Chennai
Creative: Dominic Kyle, Bala Subramanian
Account Management: Rangesh AB, Arun BK
Agency film team: Alpa Jobalia, Ashish Barot
Production House: Opticus Picture Company
Director: Bipin Nadkarni
Producer: Pushkaraj Kelkar
Director of Photography: Ravi K Chandran
Music: Rohan Vinayak
Lyrics: Swanand Kirkire