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Future Generali India Insurance unveils campaign to highlight importance of ‘dog health insurance’

The 360-degree digital campaign, conceptualised by Mullen Lintas, strikes the chord with dog parents by bringing out a ‘slice of life’, quirky, yet relatable moments that they might have witnessed

Click on the Image to watch the TVC.

Future Generali India Insurance (FGII) has announced the launch of ‘Oh My Dog!’, a digital campaign to create awareness around the importance of purchasing dog health insurance cover towards protecting our furry friends.

The 360-degree digital campaign, conceptualised by Mullen Lintas, strikes the chord with dog parents by bringing out a ‘slice of life’, quirky, yet relatable moments that they might have witnessed as a dog parent.

Dogs can often go barking up the wrong tree or hurt themselves frolicking in the mess. Which is why they need to be protected just like one would protect their families against uncertainties.

To really drive home the point, FGII is kicking up a storm on both Twitter and Instagram. For its Twitter campaign it roped in celebrities who are known for their affection towards their furry friends and thus aligned with the idea of purchasing dog health insurance cover to protect their much-loved pets.

Rohit Sharma’s tweet:

A series of mischievous tweets create intrigue while truly encompassing the relationship that pet parents have with their dogs. On Instagram, FGII is engaging followers with a filter-based idea to capture the funny thoughts of their dogs in a thought bubble. The idea is that you can let your dogs do mischief as long as they are secured with the right health insurance cover.

Ruchika Malhan Varma, Chief Marketing Officer, Future Generali India Insurance said, “As a brand that is focused on having a pulse on its customers evolving needs and providing innovative solutions across their life cycle, we realised the place a dog holds in a household today – that of a family member. This meant bringing forth an unfelt need – just as one would protect a loved one with health insurance, a pet parent can also consider purchasing a dog health insurance cover for safeguarding their four-legged doggie family.”

“However, here is the twist. Insurance is a serious matter while we associate dogs with mischief and play. Hence, to drive home the importance of dog health insurance cover we decided to launch a playful digital campaign that showcases the mischiefs that dogs get into while also being value accretive.”

Garima Khandelwal, Chief Creative Officer, Mullen Lintas, added, “Dog insurance is a first mover advantage in India for Future Generali India Insurance. We have a lot more dog parents, which means more pet stores and pet products around us today and it’s a fresh category for mass media that is catering to this spike, and as an insight for the offering, it's something that works across borders. To be relatable and sharply land the need for insurance for your furry babies was the only lookout. Cute dogs being silly with a catchy track that was a fit for this film. The challenge was to shoot these situations such that it doesn’t harm or pose any threat to the 14 dogs on set, involving immense pre planning and many cheats on post. The campaign hashtag Oh My Dog, is a memorable hook to witnessing a dog land in trouble, without any intention to of course.”

With FG Dog Health Cover, dog parents will be able to choose their veterinarian, budget their pet care costs, and avoid dipping into their emergency funds all the while giving their dogs the care that they deserve.


Agency Credentials

Agency: Mullen Lintas

Creative Team: Garima Khandelwal, Ripanka Kalita, Adwait Kulkarni, Alekh Kudtarkar, Shashank Salaskar, Chandni Dave, Johns Joy, Nidhi Sadhwani, Aman Sharma, Raj Chavan

Planning Team: Ekta Relan, Tania Dey

Account Management: Hari Krishnan, Priya Balan, Samir Sagar, Megha Jaiswal, Vrudhingat Bhoir

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