In order to create awareness about Chola Healthline insurance, introduced in July 2014, Chola MS General Insurance has launched a new 360 degree campaign. Chola Healthline insurance was launched as part of their ‘grow retail health’ strategy by the company. All efforts are aimed at creating engagement with the audience that is measurable and impactful.
The team has created a stylish and confident character called ‘Choice Chinnappa’. The campaign has been launched on TV, Radio and Digital media.
The advertisement starts with a character Chinnappa who, on being asked his name answers the nurse that ‘I am Chinnappa, Choice- Chinnappa.’ He says that he likes choice in everything and that’s why he chooses Chola Healthline insurance because it offers him freedom of Choice - Choice of Treatment, Choice of Hospital and Choice of Room. The TVC ends with the tagline, ‘With you when you need us most.’
Interface communications, part of FCB Ulka has created the TV campaign. Mindshare is the media agency while Inception is the Digital agency for Chola MS.
Speaking about the campaign Neeraj Moorjani, Head - Marketing, CLM and Corporate Communications, Chola MS said, “Our brief to the agency was to communicate the USP of Chola Healthline Insurance – Choice; choice of treatment, choice of hospital and choice of room, through an execution not seen in the category so far. Humour is a great unusual way to connect with the audience for a rather serious subject of insurance. I hope the risk pays off. Chinnappa in many ways embodies the prospective customer for Chola Healthline – Cool, Confident, Discerning and Intelligent.”
Speaking about the thought process behind the campaign, Elango M, Vice-President, Interface Communications said, “In a low involvement category that too highly competitive, the challenge is to win attention and be memorable. So we took the product benefit of choice and added a good a good helping of humour in execution. I think we have a winner campaign for Chola MS.”
The TV campaign is being supported through the reminder amongst the actual consumption audience (people commuting by car for work) in top 33 cities through FM Radio. The company is also planning to sponsor a talk-show called ‘Slice of Health’ which discusses various issues related to holistic healthcare. This program is scheduled to be on air in the weekday/weekend morning drive time on Big FM, Radio City and Radio One across 16 cities.
While the digital campaign been built around the pillars of YouTube and social media. The company took a foray into this media last year and has created properties on Facebook, Twitter, Google+ and now LinkedIn. The company also runs a social blog called ‘Slice of Health’ which aims to engage with the digital audience about various interesting facts and tips pertaining to health care. So, while watching the trailer of the next movie release or one of the interesting clippings on technology or new age media the audience may be served an advertisement where the beloved Choice Chinnappa is talking about Chola Healthline.