No Back­ing Off

The brand’s lat­est dig­i­tal cam­paign, #Nev­erGiveUp, is a pre­cur­sor to Apollo Mu­nich’s new can­cer-spe­cific plan - ‘iCan’.

The Brand Reporter - - ADVERTISING - By Su­nit Roy su­nit.roy@afaqs.com

There is al­ways a bal­ance one must strike when run­ning some­thing on dig­i­tal, es­pe­cially on so­cial me­dia, where peo­ple watch and share in­ter­est­ing con­tent.

If a video has to be viewed un­til the end, the story has to be pow­er­ful and en­gag­ing enough. Apollo Mu­nich Health In­surance’s lat­est dig­i­tal cam­paign - #Nev­erGiveUp - fea­tures such a film that’s both thought-pro­vok­ing and in­spi­ra­tional. Re­mind­ing can­cer pa­tients and sur­vivors to keep the fight­ing spirit alive, the #Nev­erGiveUp cam­paign takes view­ers through the tri­als and tribu­la­tions that be­fall can­cer pa­tients and their fam­i­lies.

The #Nev­erGiveUp cam­paign is a pre­cur­sor to the launch of Apollo Mu­nich’s new can­cer-spe­cific plan - iCan. It’s quite pos­si­ble that af­ter be­com­ing emo­tion­ally in­vested in the story for over three min­utes, view­ers will not shy away from the brand mes­sage. In fact, the ad pro­vides some much-needed clo­sure and a sense that here is some­thing that will help peo­ple not to give up.

“While iCan will give pa­tients and their fam­i­lies fi­nan­cial se­cu­rity, our new dig­i­tal cam­paign is an en­deav­our to give them emo­tional strength and re­mind them to #Nev­erGiveUp as the bat­tle against can­cer can be long and hard,” says Nandini Ali, chief mar­ket­ing of­fi­cer, Apollo Mu­nich Health In­surance.

“One of the first ca­su­al­ties of this (can­cer) bat­tle can be giv­ing up on hope through the long process of treat­ment. ‘#Nev­erGiveUp’ is a beau­ti­ful re­minder of find­ing a smile in the most un­ex­pected places. Through this cam­paign, we not only aim to cre­ate aware­ness about can­cer in so­ci­ety but also give peo­ple the strength to deal with it,” Ali adds.

The heart-warm­ing video is of a mother and her son, whose fa­ther is suf­fer­ing from can­cer and is hos­pi­talised. The cam­paign has been writ­ten and con­cep­tu­alised by Tri­ton Com­mu­ni­ca­tions and is pro­duced by Keroscene Films.

The brand in­tends to take the #Nev­erGiveUp idea for­ward with more af­fir­ma­tive videos and con­ver­sa­tions as well as through on-ground ac­ti­va­tions.

HOPE AND FAITH

Speak­ing about the in­sight on which the cam­paign is based, Ul­las Cho­pra, na­tional creative direc­tor - Tri­ton Com­mu­ni­ca­tions, says, “Bat­tle, Fight, Con­quer - are the words of­ten used when it comes to can­cer. It is seen as a unique dis­ease that’s not about ‘man­ag­ing’ but a fight for sur­vival. The most im­por­tant thing in this fight is ‘Hope’ - be­lief and faith are key. This is what nat­u­rally led us to the creative idea to in­spire and make peo­ple be­lieve that the fight can be won. It emerged from the prod­uct name it­self - iCan, a reaf­fir­ma­tion of faith.”

iCan, a life­long re­new­able can­cer in­surance plan, cov­ers all kinds and stages of can­cer.

iCan, a life­long re­new­able can­cer in­surance plan, cov­ers all kinds and stages of can­cer start­ing from de­tec­tion to treat­ment hospi­tal­i­sa­tion, out­pa­tient or even ad­vanced ther­a­pies like pro­ton. It also cov­ers stages of re­mis­sion and rec­cur­rence.

“Keep­ing in line with our brand pur­pose of ‘Mak­ing In­dia Health Con­fi­dent’, we con­duct reg­u­lar mar­ket re­search to un­der­stand con­sumer sen­ti­ments and de­ter­rents in health­care fi­nanc­ing. Our lat­est in­no­va­tion, iCan has been de­vel­oped with an un­der­stand­ing that can­cer is one of the most dreaded dis­eases in In­dia to­day and both its in­ci­dence and treat­ment costs are in­creas­ing at an alarm­ing pace. While pa­tients suf­fer from can­cer, their fam­i­lies suf­fer the con­se­quences. It causes deep fi­nan­cial and emo­tional trauma to the en­tire fam­ily. Hence, iCan is our in­no­va­tive so­lu­tion to of­fer com­plete fi­nan­cial pro­tec­tion that will seam­lessly sup­port the pa­tient and their fam­ily to win against can­cer,” says Ali.

While rolling out a cam­paign for such a sen­si­tive sub­ject is quite an up­hill task, the big­ger chal­lenge that the creative team had was that be­cause of the amount of neg­a­tiv­ity as­so­ci­ated with can­cer, peo­ple do not want to en­gage with the sub­ject.

“We had to cre­ate an idea that wouldn’t am­plify fear. In­stead, we wanted to fo­cus on hope and pos­i­tiv­ity. And leave the au­di­ence feel­ing in­spired and pos­i­tive,” says Cho­pra.

WELL STRATEGISED?

We asked the ex­perts if such ‘callto-ac­tion videos’ would in­flu­ence view­ers/con­sumers or will they think twice be­fore trans­act­ing and spend­ing money on buy­ing/re­new­ing their health in­surance poli­cies.

Ronita Mi­tra, for­mer se­nior vice pres­i­dent and head of brand, me­dia, dig­i­tal, and con­sumer in­sights at Voda­fone, who re­cently launched a strate­gic mar­ket­ing con­sul­tancy firm, Brand Ea­gle, feels that the film cap­tures the prob­lem very well, but it falls short on the prod­uct in­te­gra­tion - the prod­uct prom­ise.

She says, “It ap­pears to be a salience build­ing film on the back of a big prob­lem. The film keeps you en­gaged through­out mainly be­cause of the in­no­cent por­trayal of the child’s role in con­vey­ing the mes­sage around hope and re­silience. I don’t see a risk in the au­di­ence not watch­ing the film till the end, the first time. How­ever, the prod­uct in­te­gra­tion is weak and lacks cred­i­bil­ity. The call-to-ac­tion is not com­pelling enough. The fi­nal mes­sage be­ing com­mu­ni­cated is am­bigu­ous - there was a big op­por­tu­nity for the brand to es­tab­lish how it stays with the pa­tient, how it helps cre­ate hope. But the film is heav­ily skewed to­wards the sto­ry­telling.”

Ashish Khaz­anchi, man­ag­ing part­ner, Enor­mous, says, “It’s a no­ble ef­fort, but doesn’t re­ally do it for me be­yond scratch­ing the sur­face. The pain of a can­cer fam­ily is im­mense and it’s great that the brand is try­ing to ad­dress that and give them hope and in­spi­ra­tion to carry on the fight. How­ever, the nar­ra­tive feels a lit­tle con­structed and there­fore, in­sin­cere to me. The ly­ing mir­ror cam­paign of HDFC, for in­stance, does the job sim­ply and more im­por­tantly, with deeper in­sight and em­pa­thy.” ■

“We con­duct reg­u­lar mar­ket re­search to un­der­stand con­sumer sen­ti­ments and de­ter­rents in health­care fi­nanc­ing.” NANDINI ALI

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