Narayana Health allays healthcare worries in new campaign

To combat fear-mongering and fact-heavy insurance ads, Narayana Aditi has launched a humorous "Go From 'Ayyo' to 'Oh!'" campaign created by DDB Mudra. 

The campaign uses the local expression "Ayyo" (expressing distress) to "Oh!" (relief) when patients realize they're covered by “Narayana Aditi” Health Insurance.

"Our vision is to create a future where even the most marginalised sections of society, like drivers, house help and MSME owners, have the same insurance coverage and access to high-quality healthcare as those in privileged positions. The launch of Narayana Aditi Health Insurance represents a significant step towards achieving this dream. The plan offers up to Rs. 1 Cr of coverage for just Rs. 29 per day for a typical family of four,” said Ravi Vishwanath, Director, Narayana Health Insurance. 

Gunjan Khaitan Shahabadi, Head Marketing and Category Management said, "Our challenge was to convince the "Missing Middle" to invest in insurance that protects them from unexpected medical burdens. We created a simple, relevant message with high recall value, avoiding fear-mongering and clichés. The campaign "aiyyoo to ohhh" is a manifestation of this thought and ambition and aims to position Narayana Aditi as an affordable Health Insurance plan for the masses." 

Speaking on the film Priya Shivakumar, Creative Head, DDB Mudra said, “We landed on a strong insight, that, for our audience, the pain of the bill hurt more than the injury itself. But to connect with a TG that didn't speak the language of insurance, we had to find a way to speak their language. So, we decided to flip the codes of the category and change the narrative by literally saying as little as possible and yet building a wealth of emotion and context to our storytelling. With colloquial expressions like ‘aiyyoo,’ or ‘ohhoo,’ that are such a natural and expressive part of everyday conversations across India, we spoke to our audience in a way that translated the seemingly complicated into something simple and direct. By crafting a story with just these expressions and no dialogues, we were able to create communication that not only resonated with the audience but kept them informed and entertained.”