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Apollo Munich to spend Rs 15-20 cr on Optima Restore

12-January-2012
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Apollo Munich to spend Rs 15-20 cr on Optima Restore

Insurance company Apollo Munich is aggressively promoting its new product, Optima Restore, and has earmarked Rs 15-20 crore as marketing spends.

A three-series TV campaign has also been rolled out, which has been conceptualized and created by JWT.

Optima Restore gives benefits to customers by restoring their insurance amount once the whole premium is burned up. So, if a person has bought Optima Restore insurance for a minimum of Rs 3 lakhs, and he it gets used because of some illness, then the company will restore the same amount for its customer.

Optima Restore offers another multiplier benefit to the customers who follow a healthy lifestyle. If the insured has had a claim free year, Apollo Munich will increase the basic sum insured by fifty percent and if the second year too is claim fee, then the basic sum insured is doubled. This benefit is offered at no extra charge.

Commenting on the launch of Optima Restore, Antony Jacob, CEO, Apollo Munich Health Insurance said, “It has taken us seventeen months to develop Optima Restore after doing a research in the Indian market of what the customers want. So we have brought a product made in India, made for India. We expect it to become our new flagship product and the benefits we are offering with the products are unbelievable.”

Adding further on the marketing strategy for the product, Jacob said, “We are doing a 360-degree holistic marketing campaign. We have come up with three new TVCs and also going to do print ads. We have charted out an entire marketing strategy for the month of January to March. Our marketing spends for this product is about Rs 15-20 crores.”

To promote their product, Apollo Munich has come out with three television ads created by JWT. All the three ads talks about how unbelievable is the new product from Apollo Munich than that of the shocking scenes happening there.

The first ad is that of an old man and fairly young girl waiting at the railway station for the train. Suddenly the lady hears the train’s honk and walks two steps forward, opens her empty suitcase, gets into it and shuts it. The old man isn’t shocked by this girl’s behavior and looks into the camera to say, “You know this new plan from Apollo Munich, if you use up all your insurance amount in the middle of the year they restore the entire amount back without any charge. Unbelievable! He locks the suitcase and takes it with him inside the train. So the ad says that the old man finds the benefits from Apollo Munich’s Optima Restore is unbelievable than the shocking thing that the girl did.

The other three ads too show different surprising scenes but the protagonists find the Optima Restore plan to be unbelievable than that of the scenes happening there.

Commenting on the ads Chirag Bhasin, Creative Director, JWT said, “The brief given to us was that Apollo Munich is coming out with an unbelievable product and want unbelievable ads for the product. If you see the ads, it’s of a very different genre. Every ad has the protagonists looking at shocking or surprising scenes but not finding it unbelievable than the product offered by Apollo Munich.”

Adding further on the ad spends, Bhasin said, “For all the TVCs and some print ads which have been done, spends have come to around Rs 1 crore.”

Credits:
Agency: JWT
Creative Directors: Chirag Bhasin, Anirudh Verma

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