Future Generali India Insurance Company Limited (FGII) has launched the ‘Once in a Blue Moon’ marketing campaign, which challenges Indian shoppers’ perception on the utilization of health insurance as a one-off exercise. The marketing campaign brings to life the importance of on a regular basis health administration, delivered by FG Health Absolute – A complete health product, aimed toward holistic healthcare and wellness.
In the traditional course, prospects buy a health insurance product with the assumption that they may use it “someday”. This marketing campaign turns that class assumption round utterly and urges folks to use FG Health Absolute, each day, due to its intensive wellness advantages like each day health monitoring, anytime psychological health steerage, wellness content material by consultants, free health test up and reductions on health manufacturers.
The marketing campaign presents a new manner to take a look at the class and its utilization, by strategically aiming to deliver a shift from ‘One day, I will use this product’ to ‘Making my premium work for me every day’. Through the marketing campaign, the model emphasises the significance of buying ‘FG Health Absolute’, probably the most complete particular person and floater health coverage being provided by Future Generali, which covers not solely sicknesses but additionally on a regular basis wellness actions. The marketing campaign is strategically designed to boost consciousness amongst Indian shoppers, who’ve by no means skilled this type of a health insurance product earlier than.
Conceptualised by Mullen Lintas, the movie asks the pertinent query – Why do folks use their health insurance solely as soon as in a blue moon? prompting people to decide on a cowl that gives each day health advantages and companies. The video makes use of an attractive format to convey the message that ‘Prevention is better than Cure’ and that one ought to spend money on a product that encourages energetic health administration each day main them in the direction of a wholesome way of life. The TVC and movie have been launched throughout platforms creating a 360-degree strategy for the marketing campaign.
Ruchika Malhan Varma, CMO, Future Generali India Insurance stated, “Being a ‘Life-Time Partner’ for our customers, we invest heavily in understanding their needs and developing innovative propositions that address their evolving asks. Accordingly, we recognized a propelling customer need for an all-encompassing health cover leading us to conceptualize a comprehensive health product, an offering that can be effectively used every day, every week and month. Contrary to popular belief, insurance is a partner for life, not just a one day requirement. Through its distinct positioning as ‘The Everyday Health Insurance,’ FG Health Absolute promotes regular health management practices to aid customers in adopting a healthy lifestyle. It goes a step further and nudges members to live a healthier life through the elaborate wellness loyalty and rewards programme.”
Garima Khandelwal, Chief Creative Officer, Mullen Lintas stated, “’Once in a Blue Moon’ campaign for FG Health Absolute goes on to ask the very pertinent question of why people use their health insurance rarely, prompting individuals to choose a cover that offers daily health benefits and services. The insight focused on highlighting all the “accidents” that occur solely as soon as in a blue moon, just about as usually as one makes use of one’s health insurance at present. The group highlighted the identical sharply and creatively, with the intent to land the differentiation and in addition do it within the tonality of the model, which is distinct from the competitors.”
FG Health Absolute rewards members for a wholesome way of life, providing them choices corresponding to reimbursement or premium low cost for using the reward factors, creating a stability between bodily and psychological wellness, offering particular remedy for psychological OPD by reinstatement if the quantity is exhausted, providing further profit for woman baby beneath maternity profit and complete cowl for new-born infants, beneath the mom’s coverage. The plan additionally provides diagnostic and health monitoring, teleconsultation, wellness content material and nice reductions on health manufacturers, making it the #TheEverydayHealthInsurance.
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