Narayana Well being Insurance coverage has launched ‘Narayana Aditi’, a medical insurance product designed to handle low well being protection in India. With lower than 30% of the inhabitants coated and solely 28% of required surgical procedures carried out resulting from monetary constraints, the plan combines insurance coverage protection and surgical procedure advantages right into a single, reasonably priced product.
Narayana Aditi launched the “Go From ‘Ayyo’ to ‘Oh!'” marketing campaign, created by DDB Mudra, to simplify medical insurance messaging. The marketing campaign highlights hospital invoice issues, utilizing “Ayyo” (misery) to “Oh!” (reduction) when sufferers realise their bills are coated.
Narayana Aditi, backed by Narayana Well being, presents protection as much as Rs. 1 crore for surgical procedures and Rs. 5 lakh for medical administration at Narayana Well being community hospitals. Presently out there in Mysore and Bengaluru, it eliminates third-party involvement for a streamlined course of. Priced at roughly Rs. 29/day for a household of 4 (phrases apply), it goals to supply well being protection for India’s uninsured middle-income phase.
“Our imaginative and prescient is to create a future the place even probably the most marginalised sections of society, like drivers, home assist and MSME house owners, have the identical insurance coverage protection and entry to high-quality healthcare as these in privileged positions. The launch of Narayana Aditi Well being Insurance coverage represents a big step in the direction of attaining this dream. The plan presents as much as Rs. 1 Cr of protection for simply Rs. 29 per day for a typical household of 4.”, mentioned Ravi Vishwanath, director, Narayana Well being Insurance coverage.
Gunjan Khaitan Shahabadi, head advertising and class administration mentioned, “Our problem was to persuade the “Lacking Center” to spend money on insurance coverage that protects them from surprising medical burdens. We created a easy, related message with excessive recall worth, avoiding fear-mongering and clichés. The marketing campaign “aiyyoo to ohhh” is a manifestation of this thought and ambition and goals to place Narayana Aditi as an reasonably priced Well being Insurance coverage plan for the lots!”
Talking on the movie Priya Shivakumar, artistic head, DDB Mudra mentioned, “We landed on a robust perception, that, for our viewers, the ache of the invoice damage greater than the harm itself. However to attach with a TG that did not communicate the language of insurance coverage, we needed to discover a option to communicate their language. So, we determined to flip the codes of the class and alter the narrative by actually saying as little as attainable and but constructing a wealth of emotion and context to our storytelling. With colloquial expressions like ‘aiyyoo,’ or ‘ohhoo,’ which can be such a pure and expressive a part of on a regular basis conversations throughout India, we spoke to our viewers in a method that translated the seemingly sophisticated into one thing easy and direct. By crafting a narrative with simply these expressions and no dialogues, we have been in a position to create communication that not solely resonated with the viewers however stored them knowledgeable and entertained.”
Company Credit
Company: DDB Mudra
Artistic: Priya Shivakumar, Muraleekrishna Koyamparambath, Darineh Zal
Enterprise: Sujay Ghosh, Arjit Upadhyaya, Tarun Satyanath
Technique: Menaka Menon, Sanjana Chetan
Manufacturing Home: Movie Dojo
Director: Arun Francis
Written with the View : afaqs
