A full page ad in The Times of India does not automatically guarantee impact and memorability. Maruti EECO anyone? The one that made an impact recently was the full page ad for Apollo Munich Health Insurance. The promise of a simple health insurance product was brought alive well.
From the font of the key number, this appears to be a JWT ad. Now as a late entrant in the already cluttered Insurance category it is critical to make a differentiated offering. Something to build salience. While the promise of an ‘uncomplicated’ insurance is likely to resonate only too well with consumers, the ad leaves a lot unanswered. How exactly do they make Health Insurance uncomplicated? Recently, Bharti Axa General Insurance took a similar stance – attempting to re-position competitive offers as insensitive towards the consumer and Bharti Axa as the one that takes the stress out of insurance. They outlined the promise of ‘cashless facility’ and ‘no medical checkups upto 55 years of age’ as the justification for the claim. Such promises (in fact similar promises) get a mention in the press ad. Yet the simplicity and starkness of the print ad execution makes it work.
Does the same idea & personality get transferred on to the other touch points? Can’t say from the website since it is not ready yet. I would imagine the financial services segment relies heavily on information from the company website, online reviews and blog posts to form an opinion and make the final decision on purchase. The website (designed by Quasar) only points to the old website of Apollo DKV, which naturally has no reference to the new claim.
The TVC is slick, well executed (India’s first locally produced installation-art based film, say the YouTube blurb) but again – only offers claims: let’s take the fear out of faces, jargon out of words, bitter out of medicine and the trouble out of treatment. And the shiny-happy people kind of treatment is very different from the no-nonsense, business like competitive stance of the print ad.
Maybe this phase is about setting up the theme and the actual facts of how they ‘uncomplicate’ will soon be revealed. And they will be different from what we’ve already heard before in this category?