Future Generali India Insurance Company (FGII), a private general insurance company in India, has recently launched its D.I.Y Health #MakeYourChoice campaign, aiming to promote the proposition of “The choice should be yours.” The campaign comprises three 45-second videos that target different segments of the audience by portraying relatable slice-of-life situations.
Through the D.I.Y Health campaign, FGII aims to empower customers with the “power of choice,” allowing them to design their health insurance coverage according to their specific needs. By customizing their health policies, customers can align them with their health goals and ensure maximum value for their investment.
Each of the three films in the campaign showcases an important feature and target audience, presenting simple stories that emphasize the significance of choice and why it matters.
Commenting on the campaign, Ruchika Malhan Varma, chief marketing officer, Future Generali India Insurance Company, said, “As a ‘Lifetime partner’ to our customers, we remain heavily invested in understanding their evolving needs and providing them with innovative solutions that address them. Our customer insight bought forth a growing need for customization and the ability to design a policy suited to the unique health needs of each individual.
This motivated us to create a proposition with comprehensive features that help customers pick and choose from a wide array of features comprising 17 base features and 20 optional product features to choose from as part of our D.I.Y Health policy.”
“Our campaign celebrates the element of choice for our customer be it in life or insurance. Crafted around unique insights, it draws parallels between the life of the user and the most relevant health insurance feature to them, in a way that resonates with the viewer immediately,” she adds.
The campaign, developed by the creative agency Mullen Lintas Mumbai, celebrates individuals who actively exercise their power of choice, encouraging them not to simply follow the crowd, both in life and when purchasing insurance. FGII plans to amplify the digital-first campaign across various online platforms, reaching a wide audience.
“What good is a choice if it isn’t yours and yours alone? This is where we wanted to steer the conversation with this campaign. Because D.I.Y Health aptly gives you that level of power to choose. Also, we realized that each of the choice components that one can add or drop in the insurance spoke to different people across various life stages.
Hence, to push the relatability quotient further, we crafted multiple insightful stories with situations and examples that I am sure most people may have definitely come across at some point in their own lives,” Kapil Ojha, executive creative director, Mullen Lintas added.