Insurer launches India’s first individual Covid-19 life insurance product with a quirky campaign

Mumbai, November 14, 2020 (GPN): Cutting through the cluttered digital space with a much-needed comic relief, Edelweiss Tokio Life Insurance has launched the campaign #SavingsKaSaviour for its new product offering Covid Shield+ – India’s first individual Covid-19 life insurance product.

The product aims to secure people’s dreams and aspirations from the financial impact of a Covid-19 diagnosis. The product, which carries a 1-year tenure, offers a substantial critical illness benefit, a term cover, is cost effective and gives instant decisioning without any medical examination.

Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance said, “Based on insights collected over the past few years, critical illnesses have been an area of concern for customers as they have a significant impact on savings and affect our future aspirations. The magnitude of Covid 19 far exceeds any other critical illnesses and there is a vast distortion in the private healthcare cost for treating this disease. We let these insights guide us not only in product design but also in our creative process.”

The ad film, which forms the centerpiece of the campaign, reimagines Covid 19 as Daku Corona, threatening to snatch away an unassuming child Savings from the clutches of his doting family. However, in the nick of time, a new hero – Savings Ka Saviour – comes to the fore to rescue Savings from Daku Corona.

“Customers are primarily consuming content through online media and the space has become severely cluttered. So, in dealing with a subject that has been spoken about at length over the past 7 months, we needed a fresh take that can offer relief to our audience while remaining true to our brand ethos. We have an unmoving focus on enabling our customers live #ZindagiUnlimited, which reflects in Covid Shield+ as a product. We have tried to capture that essence in this film,” Gupta added.

Link to the film: https://www.youtube.com/watch?v=DIYwL-IqBCs

Film Credits:

Ø  Creative Agency: Left of Centre Marketing

Ø  Production House: Oregano and Chili Flakes

Ø  Director: Prakarsh Gunjal

Note : Click here [AJ1] to refer to the product press release and here [AJ2] for the product brochure. ENDS

About Edelweiss Tokio Life Insurance

Edelweiss Tokio Life Insurance is a joint venture between India’s Edelweiss Financial Services Ltd and Japan’s Tokio Marine Holdings. The company established its pan-India operations in July 2011 with an immovable focus on protecting people’s dreams and aspirations. Guided by customer insights, the company has been offering need-based and innovative life insurance solutions to help customers live their #ZindagiUnlimited. With a customer-centric approach, the company endeavours to build a multi-channel distribution network to effectively serve over 4 lakhs customers across the country. As of March 2020, the life insurer has established 121 branches in 93 major cities.

Awards:

Edelweiss Tokio Life Insurance has been consistently recognized at several forums like SKOCH Awards 2019 and India Insurance Summit & Awards 2020 for Product Innovation, TISS LeapVault CLO Awards 2019 for its Sales Enablement efforts and Campaign PR Awards India 2020, E4M Indian Content Marketing Awards, & Tokio Marine’s Good Company Awards 2019 for its social initiative on organ donation.