HDFC Ergo General Insurance, a private sector general insurance company, recently launched Optima Secure, a new health insurance product that seeks to redefine the value that customers get from their insurance plan.
Mullen Lintas Mumbai has conceived an integrated advertising campaign that aims to highlight the key features and benefits of HDFC Ergo's latest product.
With this multi-film campaign, the agency has positioned HDFC Ergo's Optima Secure as an insurance product that offers several benefits.
Mehmood Mansoori, President Shared Services and Online Business, said, “The global pandemic has reiterated uncertainty that surrounds one’s health and the importance of having adequate health insurance. The need of the hour is to bring products that helps customers not only in present but also takes care of their future and addressed their pain points during claims. We at HDFC Ergo have always believed in providing innovative solutions to our customers. Optima Secure has been introduced with unique features that have never been seen before in the industry. With this campaign, we aim to communicate the unique benefits offered by Optima Secure policy in a simple yet entertaining way. We are confident that the campaign will motivate the customers to choose a policy that offers such wide-ranging benefits while providing a great value for money.”
The witty campaign films revolve around the idea of 'truth', and make a bold, assertive claim of how with HDFC Ergo's Optima Secure one can get double the coverage at no additional cost. Each campaign film uses an unbelievable backdrop that is a stark contrast to the ultimate truth communicated in the end.
Azazul Haque, CCO, Mullen Lintas, said, "The benefits given by HDFC Ergo's Optima secure were never seen before in the category of health insurance. So we needed to deliver it in a never-seen-before way. This is why we decided to have an extremely clutter-breaking execution. Be it the stories or the backdrops, we chose something never seen before. From Aliens to Ghost stories, everything about this campaign has been never seen before. Just like the benefits offered by the product."
The campaign is already live across multiple mediums including, outdoor, radio and digital.
No bhoot kaal:
Nothing alien about it:
Agency: Mullen Lintas
Creative: Azazul Haque, Garima Khandelwal, Sarabjit Singh, Saurabh Sabikhi, Vipul Kundra, Sunny Kumar, Aswirbaad Das
Planning: Ekta Relan, Vinit Jani
Account Management: Hari Krishnan, Priya Balan, Samir Sagar, Nehali Dattani