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  • FGII launches a campaign to encourage the ‘Power of Choice’

    Published on June 13, 2023

    Mumbai : Future Generali India Insurance Company (FGII), one of India’s leading private general insurance players, has launched its D.I.Y Health #MakeYourChoice Campaign to encourage “The choice should be yours” proposition. The campaign comprises of three videos of 45 seconds duration each, targeting different segments with relatable slice-of-life situations.

    By allowing customers to exercise the ‘power of choice,’ Future Generali’s attempt is to give consumers the choice to be the architect of their health insurance needs. D.I.Y Health gives consumers a chance to customise their health policy such that its best suited to their health goals and provides maximum value for their investment. Corresponding to this first of its kind initiative in the industry, the D.I.Y Health #MakeYourChoice Campaign has been designed as a celebration of choice and the flexibility it provides. It is brought alive through three unique films highlighting an important feature and cohort, with each telling a simple story of choice and why it matters.

    FGII has created an advertisement that allows insurance agents to customise and include their contact information in the ad, which features charismatic Aparshakti Khurana or the talented Masaba Gupta.  A special microsite has been developed by FGII that enables agents to create their own personalised ads in a few simple steps. Taking D.I.Y Health’s modularity feature to the next level, the microsite enables agents to connect with customers in a more personalised and interactive manner. Thus, advancing the concept of customisation that gives the power of personalisation to the customers.

    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 helps 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.

    She further adds “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.”

    Kapil Ojha, Executive Creative Director, Mullen Lintas, said, “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.”

    The three films

    The three stories celebrate individuals who seek to exercise their power of choice and not just go with the flow – whether in life or while buying insurance. The films have been accentuated by a very powerful yet minimal background score – adding the right emotion to the light-hearted tone of the campaign.

    First film: Choose or Drop Critical Illness Booster

    The film showcases a middle-aged confident modern woman embracing her health and fitness priorities.

    Second film: Choose or Drop Maternity Benefit

    The film celebrates the choices of a young married couple who have decided to not have children. The plot revolves around a relatable conversation between a couple before attending a family function.

    Third film: Choose or Drop Accident Booster

    The film showcases an accident-prone brother and a concerned sister. A quirky situational take that in understanding that some people are accident prone, and thus an accident booster is appropriate for them.

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