Prudential Health India has launched ‘Sense Banta Hai’, its first brand campaign.
Created by TBWA\Lintas, the digital-first campaign features actor Sharib Hashmi across three films. Each film starts with a familiar customer situation. It then connects that situation to one of the insurer’s offerings.
Turning Insurance Complexity Into Everyday Situations
The first film focuses on Child Protect. It follows a parent thinking about longer-term health protection for a child.
The second features a person recovering from a fracture. The character struggles to locate a physical medical bill. The situation introduces Pre-Post Express Pay.
The third film focuses on a family interpreting a medical report in different ways. It eventually highlights the importance of consulting a doctor after a health check-up. As health insurance becomes increasingly competitive, simplifying the category could become as important as differentiating the product itself.
Making Product Benefits Easier to Remember
For marketers, the campaign tackles a familiar insurance challenge. Product features can be difficult to communicate without overwhelming consumers with terminology.
‘Sense Banta Hai’ instead uses humour and recognisable situations as entry points. Each story creates a problem first, then presents the relevant offering as the response. The three-film structure also allows Prudential Health India to build multiple product associations under one campaign thought.
The Last Word
For complex categories, relatability can be a stronger communication tool than explanation. Prudential is making the consumer situation the starting point for the product story.