The pandemic forced Indians to zoom into the fragile nature of life. However, India still boasted of a large population that was passive towards health insurance. With insurance penetration levels at 0.98% Bharti AXA intended to challenge this lackadaisical attitude and urge people to opt for health insurance
Defining the problem area
The many reasons Indians don't buy insurance are attributed to having
no money - I need money for other priorities,
no worry - where they think that insurance is not for them as nothing could ever go wrong and
no time - I do not have time to go through all the hassle,
no understanding - it is far too cumbersome and complicate to understand insurance. Beyond this there is a subset that buys insurance but does consider buying a larger cover, or having a comprehensive policy, covering health but not considering life insurance.
Campaign Core
With pandemic serving as the background life context for many, and the need to drive urgency for buying insurance - Wait Mat Karna Late Mat Karna was coined as the overarching thought to guide the campaign efforts. The intent was to urge people that now that you see life in all its vulnerable state, it's time to safeguard your savings with insurance or its time to top up your existing cover for a robust one.
Creative Execution
The reason why one should not wait was articulated as a context precursor to Wait mat karna Late mat Karna. Rising hospitalizations costs, costs for high end surgeries, the implication of not buying insurance on your family, not settling for half insurance for your families. This was followed by adding context to the products - how the products are comprehensive and cover for all major life uncertainties.
Health and Life secure
Health and Life Secure product story was layered with both Health and Life as offerings. For the consumer who is conscious and prudent towards his family, the motivation to act is linked to the family itself. The probe point is letting him imagine - what if my health emergency becomes my family's financial emergency.
Health and Life Secure became a solution for someone looking for complete protection for his family from any degree of emergency So when you can get complete protection, then Wait Mat Karna, Late Mat Karna.
Super Smart Health Assure
Smart Super Health Assure consumer is that guy sitting on the fringe, who hasn’t bothered with health insurance yet. He is either young or married with low income. He argues that he doesn’t need insurance or also doesn’t have the funds for it. However, the concern that nags his mind, is rather elementary when it comes to protection from health emergencies. Safeguarding savings, or the lack of it makes him ruminate over the drastic impact of a health emergency on his life. We attempt to induce action by enunciating and highlighting this very concern blending into Wait Mat Karna, Late Mat Karna.
Smart Super Health Insurance
The Super SHIP audience was at a point where they might think getting a low value insurance is enough for them. What we needed them to realise is that they do not understand the width of things they need cover for, and in that situation it is better for them to get a comprehensive solution to all of their problems, instead of being caught unguarded. That situation is driven home with the urgency of Wait Mat Karna, Late Mat Karna, prompting them to take action.
Super Top Up
The Super Top-Up consumer is the one who has some degree of insurance coverage but is questioning whether his coverage is enough. He may not be protected from the major hurdles that life can throw at him in the form of critical illnesses and perhaps the current amount of insurance doesn’t cover him well enough. We pushed this questioning further and urged to get him to act upon all of this questioning through the urgency of Wait Mat Karna, Late Mat Karna.
