Grey unveils TVC for Bharti AXA General Insurance

MUMBAI: Grey Bangalore has conceptualised a new television commercial for Bharti AXA General Insurance Company.

According to Grey, the new TVC brings humour to serious insurance issues.

Also, the TVC communicates the product‘s ability to offer the highest number of illness cover in India--covering 20 major critical illnesses and helps customers by paying lump-sum compensation even before hospitalisation.
Bharti has launched a nationwide mass media campaign with its Bharti AXA Smarthealth Critical illness insurance policy and the new TV campaign created by Grey is aimed at the 30 - 50 demographics.
"The campaign is based on the consumer insight that most people buy health Insurance in the hope that it will help them financially especially in case of major life threatening diseases that come with high hospitalization costs. But one is most often unaware of how many such illnesses their policy really covers," the company said.
The objective of the campaign is to educate the customers on the importance of investing in a specialised cover, said Bharti AXA General Insurance CEO and MD Amarnath Ananthanarayanan.

Added Grey executive creative directors Sham Ramachandran and Vishnu Srivastav, "Here‘s a product which the consumer buys in good faith and in most cases only to realize later that it‘s not what he thought it would be. The consumer has become numb to the various inclusions, exclusions, terms and conditions. Our attempt has been to capture the plight of this consumer using inverted humour. It was important to get the casting spot-on so that the humour does not get exaggerated and take away from the seriousness of the subject."

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