HDFC Ergo General Insurance has launched a campaign ahead of Raksha Bandhan that urges people to help insure the health of their domestic staff.
A campaign film #KaroSabkoInsure has been directed by Arunima Sharma, scripted by Parixit Bhattacharya, CCO, BBH India and Ayush Prasad. BBH India is the creative strategy and execution partner for the film.
The film features a male protagonist working from home as his domestic help arrives to cook. She treats him to a laddoo and he addresses her as ‘didi’, establishing a camaraderie born of a long association. As she goes about her job, she finds an envelope which she believes must belong to ‘didi’, the lady of the house, who has stepped out. The male character explains to her that it is for his didi who has taken care of him for so many years. He introduces her to her health cover from HFC Ergo. A voice over urges viewers to secure the lives of those who make our lives easier everyday.
Somesh Surana, Head – Digital Business Group & Marketing, HDFC Ergo General Insurance, said, “As a leading general insurer of India and a ‘Customer First’ organisation, we understand the need to address the health insurance requirements of the ‘missing middle,’ a vast demographic of 400 to 500 million individuals who lack adequate health insurance coverage. Aligned with IRDAI’s vision of ‘Insurance For All By 2047’, our #KaroSabkoInsure campaign strives to reach the last mile and propel financial inclusion in the country.”
The #KaroSabkoInsure campaign has been released across digital mediums including Facebook and YouTube, and will be promoted through in-cinema advertising and distribution channels and the advisors’ network of the insurance brand, informed an official statement.
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