Reliance General Insurance has launched a new kind of health insurance policy - Reliance Health Infinity Insurance, and to announce the same it has also come up with the ‘Zyaada Se Bohot Zyaada’ campaign.
As per the company, the new policy comes packed with benefits which are beyond the standard policies available in the market.
The integrated campaign communicating this policy is captured through a series of digs at popular reality shows. Created by ^atom network, the campaign landed the need for extra through "Zyaada se bohot Zyaada". It also roped in director and screenwriter Rensil D'Silva, to create spoofs like 'Desi Idol', 'Master Cook' and 'Fish Tank'.
Anand Singhi, Chief Distribution Officer, Reliance General Insurance, said, “Emergence of new types of diseases, use of modern treatments and increasing medical inflation have given rise to evolving and unique healthcare requirements of modern customers. Our newly launched Reliance Health Infinity policy is a premium insurance product that offers customers more with a Rs 5 Crore coverage and is loaded with benefits like Global Treatment, OPD and Unlimited Restore that one can customize to meet their medical needs without any compromise and hassle. In our marketing communication approach, we wanted to take a brand messaging route that is light, fun yet strikes a chord among our TG. With the “Zyaada se bohot Zyaada” campaign, we have therefore tried to convey our message in a fresh way by taking funny digs at popular reality shows that are very relatable. These interesting ad videos thus effortlessly inform our TG about our products and induce curiosity."
Yash Kulshresth, Chief Creative Officer at ^atom Network, said, “People don't remember product windows. They remember one or two things out of any ads. We attempted to convey the 'Zyaada' offerings without diluting the entertainment quotient to drive the stickiness. We cashed in on the season's flavour - Indian reality shows, where more often than not, we see judges asking for more talent or equity. With versatile casting and seamless direction by Rensil D'Silva, we're excited to see how this communication impacts the audience.”
Reliance General Insurance Brand Team: Surabhi Kanjilal, Rahul Sharma, Shilpa Bopanna, Nishita Parekh
Chief Creative Office ^atom: Yash Kulshresth
Associate Creative Director: S Ravikrishnan,
Creative Team: Narendra Bhalerao, Yash Ghone, Anil Nair, Sourabh Dhabhai, Ashmita Singh
Account Management: Ruhee Chamadia, Jessica Panchal, Arnav Arora
Director: Rensil D’Silva
Producer: Archana Iyer
Production House: Ignition Films