Chola MS introduces 'Choice Chinnappa'
Conceptualised by Interface Communications, the campaign takes the humour route to showcase the insurance brand's core proposition of choice
Aahiri Ghosh Dastidar | Delhi | October 27, 2014
Created by Interface Communications, Chola MS, the general insurance brand, has launched a campaign for its Chola Healthline range of health insurance policies that offer maximum choice to the consumer. The launch is being supported by a 360-degree media campaign that revolves around a character named 'Choice Chinnappa'.
The TVC, set in a hospital, features 'Choice Chinnappa', modeled around South superstar Rajnikant, who seeks a choice in everything. And that's why he swears by Chola Healthline insurance as it offers many choices, be it 'ayurvedic or allopathic' or 'small room or a big room'. The film ends with the tagline: 'With you when you need us most.'
Neeraj Moorjani, Head, Marketing & Customer Lifecycle Management at Chola MS, said, “Our brief to the agency was to communicate the USP of Chola Healthline Insurance, which is choice – choice of treatment, choice of hospital and choice of room, through an execution not seen in the category so far. Humour is a great unusual way to connect with the audience for a rather serious subject of insurance. I hope the risk pays off. Chinnappa, in many ways, embodies the prospective customer for Chola Healthline – cool, confident, discerning and intelligent.”
M Elango, VP, Interface Communications, said, “In a low involvement category that's also highly competitive, the challenge is to win attention and be memorable. So, we took the product benefit of choice and added a good helping of humour in execution. I think we have a winner campaign for Chola MS.”
Dominic Kyle, Creative Director, Interface Communications, said, “We needed to present the core proposition of the product, which is choice, to an audience which almost always reacts rather passively to the high-on-emotion but low-on-energy insurance communication. Clearly, to break through this passivity barrier and create resonance and response, we needed to break away from the stereotypical advertising dominating this category. 'Choice Chinnappa' is representative of a character that all of us want to be – someone with the power to get what he wants.”
The TVC:
Credits:
Creative Agency: Interface Communications
Client Team: Vedanarayanan Seshadri, Neeraj Moorjani, Nikhil Shah, Nirmal John
Creative Team: Dominic Kyle, Balasubramanian
Account Management: Elango M, Rangesh AB, Arun BK, Amrath Sait
Films: Alpa Jobalia, Sukirth Rao
Production House: Dream Cuts
Director: Alok Kulkarni
Producer: Jai Tank