PhonePe has unveiled a campaign for its insurance offering addressing the biggest pain point for most – that of expensive premium payouts. The brand has come up with the option of a monthly premium payment plan.
The rationale is that most customers end up taking insufficient cover or none at all given the cost; but with a monthly premium payment plan, the burden is minimised.
The three-film campaign takes the exaggerated humour route to show patients with no insurance paying the price when ill.
A man stands before the billing desk at a hospital, with an arm and a leg in a cast. When told there is no bargaining on the cost of treatment, he pulls out the cast on his arm, asking to only be billed for the leg. He confesses that he did not buy health insurance because it was expensive. Enter PhonePe.
The other films follow on similar lines. A patient sits on a hospital bed. When the doctor tells him that he has been in coma for 19 days, he falls unconscious realising the cost of treatment.
A third film has a patient, still in his hospital gown, trying to walk out despite protests from the nurse as his treatment is not complete – because he does not have insurance and has run out of money.
Credits
Marketing Team: Neha Jishtu, Ishika Chakraborty, Yatithi Vidhlani, Nigel Joy, Kunal Jain, Arpan Chakraborty, Himani Aggarwal, Loveleen G, Priyanka Jain
Creative partners: The Script Room – Rajesh Ramaswamy, Ayyappan Raj, Sudhir Rajasekharan, Namrata Mohindra, Alex Ebenezer
Production: Early Man Films – Abhinav Pratiman, Amarjeet Phukan
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