Policybazaar’s latest ad highlights how access to health insurance can help people avoid taking extreme measures, but leaves the viewer indifferent
The film opens with a contractor and his assistant at a government office, trying to offer bribe to a lady officer to get their tender (presumably for some illegal work) passed. They try all sorts of tactics, including enquiring about the officer’s husband’s health (who is admitted in the hospital for an operation), offering ‘help’ by way of a box of money on the table. The lady officer curtly sends the two packing with their box of money, informing them that instead of being compelled to take ‘help’, she has already purchased health insurance from Policybazaar.com.
25-45 year-olds who do not have health insurance but are aware of the rising medical expenses.
To make the consumer aware of the perils of procrastinating the buying decision of health insurance and in turn increase the penetration of health insurance in the country.
The Appeal Functional
According to a National Sample Survey Organisation survey (January, 2013-June,2014) one out of five people did not have sufficient corpus to pay their medical expenses and had to borrow money from friends or family. Taking a cue from this insight, the campaign highlights how health insurance can help people avoid taking extreme measures.
The brand, in most of its previous campaigns, has worked around the ‘products comparison’ premise. It has educated its viewers about various insurance policies available in the market and how a customer can chose the one that suits his/her requirements. However, with the new ad, it has taken a step back to prompt people to buy insurance to begin with, based on the need premise.
Tone of Voice Serious Verdict
Policybazaar ads have come a long way, from Ullu mat bano to the comparison ads to the storytelling ones. In its latest advert, it has roped in actors Tisca Chopra and Pankaj Tripathi. The actors are par excellence and the setting (government office) is scripted to perfection, but the storyline somehow fails. We have seen too many campaigns which talk about the ingrained social evil in India — bribery. Yes, people are hard-pressed for money today considering the rising cost of medical treatment, and that is where health insurance comes in. But to juxtapose this concept with the idea of bribery in a government office setting feels a little forced.
Also, the fact that the morally upright lady officer uses a run-of-the-mill feature phone was, quite frankly, a bit too clichéd if it were meant to be a symbol of her character. Does the opposite hold true then — that people with smartphones are questionable?
However, what is different in this ad from others in the category is that it does not create fear or panic among its viewers. Most insurance campaigns feed on one’s fear of losing a family member or what they are going to do after the main breadwinner dies. They tell their viewers to be ready for the unthinkable. Here, Policybazaar stands out by being a little more upbeat in its outlook, without going the other extreme of financial advertising — that of being overly emotional and over-promising. But all said and done, the ad doesn’t do much for a viewer. You don’t smile when the protagonist leads the discussion; neither do you cringe when the bribe is offered. But you do question the creative route.
Campaign: Majboori Nahi, Health Insurance Chuniye
Production House: K Silent Productions