Humorous campaign by DDB Mudra highlights affordable coverage for Indian families.
Mumbai: In India, less than 30% of the population has health coverage, and only 28% of needed surgeries are performed due to financial constraints. Narayana Health Insurance Limited’s new “Narayana Aditi” Health Insurance product offers a unique, affordable solution by combining coverage and surgery benefits into a single product.
To combat fear-mongering and fact-heavy insurance ads, Narayana Aditi was launched with the humorous “Go From ‘Ayyo’ to ‘Oh!'” campaign created by DDB Mudra. Addressing the pain of hospital bills, the campaign uses the local expression “Ayyo” (expressing distress) to “Oh!” (relief) when patients realize they’re covered by “Narayana Aditi” Health Insurance.
Disrupting India’s traditional healthcare model, Narayana Health Insurance introduces Narayana Aditi – a unique health insurance product Backed by Narayana Health Offering comprehensive coverage up to Rs.1 crore for surgeries and Rs. 5 lakhs for medical management at Narayana Health network hospitals. Currently available for purchase across Mysore and Bengaluru, Aditi eliminates third-party hassles for a seamless experience. Available for roughly just Rs 29/day for a family of four, subject to terms and conditions, Narayana Aditi targets India’s missing middle offering unparalleled value.
“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.”
Agency Credits
Agency: DDB Mudra
Creative: Priya Shivakumar, Muraleekrishna Koyamparambath, Darineh Zal
Business: Sujay Ghosh, Arjit Upadhyaya, Tarun Satyanath
Strategy: Menaka Menon, Sanjana Chetan
Production House: Film Dojo
Director: Arun Francis
Link to film: