MUMBAI: In today’s world of fast-paced lives, hectic schedules and everything at our fingertips, health has become a major issue. Most of us find it hard to make time for regular fitness activities. Unhealthy lifestyles and dietary choices are leading to an increase in silent killer diseases like high blood pressure, diabetes and heart ailments etc.
This has resulted in making health insurance as the fastest growing segment in the Indian Insurance sector. Where compared to FY 2004 the premium collected by the category was Rs 13.7 billion (Rs. 1370 crore) has risen to Rs 30,000 crore in FY 2017. Despite this scenario, only 27% of the total population of India is covered under the various health insurance schemes, with the majority covered under either government or employer programs, only 3% of population has opted for voluntary private health insurance.
Aditya Birla Health Insurance has entered the health insurance market with an aim to expand the category to wider customer segments, beyond the ones that health insurance companies traditionally have marketed to through a full range of offerings by providing “Health Insurance for All”. By focusing on ‘health’ in health insurance, our business model has been built around the philosophy of “health first” – to promote healthy living which is against the current practise of focusing on insurance only.
This includes -
• For Health Active - A Comprehensive Incentivized Wellness Program that will attract the young and health conscious and will motivate, guide and reward them to stay healthy
• For Health Ailing - A Chronic Care Management Program starting Day 1 for individuals dealing with chronic lifestyle conditions such as diabetes, high blood pressure, asthma and high cholesterol
Product campaign “Sehat hai toh Zindagi Behad Hai” which is launched across national television today, seeks to create relevance of the key role that Aditya Birla Health Insurance can play in the life of a customers by being a ‘Health Companion’ and not just another payer of health care expenses. It is our brand belief that; the healthiest version is the best version which helps to fulfil life goals of an individual.
Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group, said, “The health insurance industry is currently synonymous with Mediclaim and the reimbursement of hospitalisation expenses. Aditya Birla Health Insurance wishes to change that perception with its never-before products that promote health and health insurance, for all. Our campaign is designed to provoke mass India to self-realise the importance of health assurance and health insurance, while highlighting our very differentiated features that enable and encourage to do so”
Agnello Dias, Chief Creative Officer, Taproot Dentsu, says “The Aditya Birla Health Insurance campaign followed an unusual process of not only casting real, non-actors but also shooting them live reacting to the stimulus for the first time in real time. Raw human truths may not always be overly dramatic but sometimes they can be unexpected due to being non-scripted, the attempt is to capture those realities.”
Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, says, “Two strong product offerings from Aditya Birla Health Insurance have been brought to life in a distinctive way through the launch of this campaign. Through using real people and their reflections. What does health mean to them? If waiting could be measured in a number, then what would it be? Questions like these allow for the brand to carve a differentiated space for itself, in the real world.”
Creative Execution:
The films open with the brand’s voice, asking real people [not actors] questions like, ‘Aapke liye sehat ka kya matlab hai’ and ‘Agar intezaar ek number hota, toh wo kya hota?’ People of all ages, from diverse walks of life then share their points of view with the brand. From the spontaneous to the inspiring ['Sehat to me means dancing', 'Sehat means performing at my best every day’] and from the thought-provoking to the poignant [I’m waiting for a normal life because my blood pressure is high, I’m waiting for a miracle because my wife’s hospital bills exceed my monthly salary] a variety of answers form the body of the film. Towards the end of the film the brand comes in, encouraging consumers to take a simple step towards enhancing and protecting their health. Their answers are linked seamlessly to Aditya Birla Health Insurance and the brand’s distinctive product offerings.
