OMS (Optimum Media Solutions) recently executed a campaign for Apollo DKV, where 10 celebrities spoke of their ‘health’ resolutions for the year and asked consumers to make similar resolutions. The production was done by Mudra Videotech. A second ‘burst’ is being planned by January-end.
Apollo DKV is a joint venture between Apollo Hospitals Group and DKV, a German health insurance firm. The company is a new entrant in the health insurance space, and its corporate launch coincided with the New Year.
Commenting on the campaign, Chandradeep Mitra, President, OMS, said, “Since we were launching in the New Year period, we built a topical association around health resolutions of celebrities. While an aggressive mass media campaign was being planned, the objective was to create differentiation in the cluttered insurance/health insurance space for a better connect of the brand’s positioning ‘Let’s stay healthy’ with the consumer.”
Niti Kumar, Business Director, OMS, said, “We spoke to a host of celebrities from different fields, such as Katrina Kaif, Neha Dhupia, Jackie Shroff, Shammi Kapoor, Dino Morea from Bollywood, small screen actors Ranvir Sheorey and Hiten Tejwani, socialite Shobha De and corporate leaders Deepak Parekh and P C Reddy. These 10 celebrities spoke of their ‘health resolutions’ for the year and asked consumers to make similar resolutions. The New Year resolution of these celebrities was ‘stay healthy, eat healthy and walk daily’.”
Kumar further said that a ‘second burst’ had been planned in the last week of January because of the good response the campaign had received, but it would be with a wider channel basket. “This burst will run on NDTV 24x7, Times Now, CNN-IBN and IBN 7. The vignettes of the first campaign ran on NDTV 24x7 and Times Now from December 29, 2007 to January 2, 2008, and set the tone for the brand commercial, which came on air from January 2,” Kumar added.