Don’t think twice in Cheil India’s campaign for Apollo Munich’s Optima Restore plan

Life doesn’t give you second chances, or so they say. It’s especially true when it comes to health troubles. But when you have Apollo Munich’s Optima Restore on your side, you are doubly covered! So “Don’t Think Twice” says Apollo Munich’s new campaign for Optima Restore.

The campaign crafted by Cheil India aims to put Optima Restore on the minds of everyone who’s looking to buy health insurance. By communicating the unique dual benefit of the product, the campaign endeavors to make quite a dent this insurance season.

VIEW FILM ONE

VIEW FILM TWO

The first film begins to mouthwatering shots of a burger with cheese dripping all over. A deep, baritone voice, introduces it as Burger-e-nadaan – almost documentary style. The voice explains that this cholesterol-filled burger has plans to clog your veins and give your heart a rest.

That’s when we see a young, chubby man with a hand in plaster, reaching out to the burger. The deep voice explains how the man injured himself badly during his weekly shower and ended up exhausting his health insurance cover. The ad further shows how he is on the verge of needing more health insurance as a result of the burger he’s about to have.

The voice then introduces the saviour – Apollo Munich’s Optima Restore plan, which restores the full sum insured so that you are fully covered up to twice a year or enjoy double the cover later. The voice then prods, “Don’t think twice.”

The second film begins with a close up of a banana peel lying by the roadside. A deep, baritone voice, introduces it as Chatur Chilka – almost documentary style. The voice explains that this seemingly harmless banana peel has a wicked plan to make you fall and injure your spine.

That’s when we see a young, troubled man with a neck brace and a leg in braces, walking right into the path of the banana peel. The deep voice explains how the man injured himself badly during his annual trip to the gym, exhausting his health insurance cover and how, he is on the verge of needing more health insurance because of the banana peel he’s about to step on.

The voice then introduces the saviour – Apollo Munich’s Optima Restore plan, which restores the full sum insured so that you are fully covered up to twice a year. Or enjoy double the cover later. The voice then prods, “Don’t think twice.”  

Kundan Joshee, Sr. Vice President, Cheil Worldwide said, “Apollo Munich stands for ‘Let’s Uncomplicate’ and that’s what we wanted to dial up once again while building a campaign for “Optima Restore” plan. Life is surprising and it’s this unpredictability that’s being dialed up and resolved in the new campaign to make its relevance come alive. The sheer simplicity of the execution and its straightforward tonality again brings to life the straight talking brand. Look forward to lots of new things from this brand.”

Vijay Simha, Group Creative Director, Cheil India said, “While most insurance brands invoke fear or bamboozle you, with Apollo Munich we chose to keep it real. The campaign idea came from a simple observation that things that cause damage to your health don’t really know or care about your financial situation. They simply strike. It’s really up to you to be prepared with the right health cover. So we decided to tell this story in all its simplicity.”

“As a storytelling technique, we chose to cast the perpetrator, the sufferer, as well as the saviour as characters in a story. The seemingly harmless burger or the banana peel – both have their evil plans. The sufferer could be any one of us, just recovering from a health-cum-financial beating. That doesn’t exempt us from being beaten again. This is where the uniqueness of the product comes in, which no other brand can stake claim to.” added Simha.

Credits –  

Production House: Table Indian Films