New Apollo Munich Health Insurance campaign urges people to pause and think

Continuing on the thought of "Let's Uncomplicate", the new campaign for Apollo Munich Health Insurance cleverly uses its own past commercials, as well as animation in some new ones to get people to pause and think about health insurance. The ads have been created by JWT.

WATCH the TVCs (story continues below)

Antony Jacob, chief executive officer, Apollo Munich Health Insurance, said of the communication task, "The last quarter of every financial year is typically a time for investment planning for most working professionals. However, given the slew of investment options and the fact that Health Insurance isn’t really a financial instrument, it just doesn’t figure in the priority list. Mostly, health insurance is thought of only in times of serious medical crisis. Therefore the task for the brand was to create immediacy around health insurance and arrogate it to Apollo Munich Health Insurance. The creative challenge was to communicate the argument in a simple yet disruptive manner in a media environment of insurance clutter and, more importantly, in a situation where health insurance doesn’t even exist in the evoked set."

Commenting on the creative rendition of the communication task, he said, "The last quarter of a financial year is filled with advertisers asking consumers to buy something or the other. So, the task for us was to give such a treatment to our films which would be clutter breaking and at the same time be uncomplicated for our target audience to understand. The creative idea for the campaign was borne out from a simple insight that people would rather ignore the very need for health insurance, mostly in the guise of the lame of excuse of ‘not finding the time’ for it, than take that critical step. So in close association with JWT we have decided to ‘CREATE’ time for one to think about the criticality of health insurance, by using the idea of ‘PAUSE’, and planting the message within."

He went on to add, "The electronic teaser commercial was the first of its kind where we have paused our own commercials and requested audience to pause and think about health insurance. This is followed by 4 interesting films on our daily priorities and needs while the creative are named after our Heart, Brain, Kidney and Tax savings. This series of 15 second animated TVCs was created wherein different styles of animation formats were used. The TVCs made for the campaign are breakthrough animated films in Indian advertisement industry since such animation has never been used in India. It has helped us to get noticed in the already cluttered advertising space."

Credits:Agency: JWT India

Creative: Swati Bhattacharya, Chirag Bhasin, Anirudh Verma, Luke Dewars

Account management: Rajendra Singh, Charu Bhatnagar

Film Production: Film Farm Production

Director: Anupam Misra

Voiceover for film and radio: ‘Sud’