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Star Health Tells Four Families' Stories Through Sound In "When India Looks Up In Worry"

Ad Tribe! Bureau2 min read
A tearful woman looks up in a hospital corridor, from the Star Health When India Looks Up In Worry film

Star Health and Allied Insurance has launched a new brand campaign, When India Looks Up In Worry, Star Health Answers, built on the claim that it settles a claim every eight seconds. The 30-second film follows four families in different parts of India through a medical emergency.

  • Brand: Star Health and Allied Insurance
  • Line: When India looks up in worry, Star Health answers
  • Agency: KekuMeku Media; director: Satyajeet Kadam
  • Formats: a 30-second film, a 15-second cut and digital adaptations
  • Languages: nine, including English, Hindi, Tamil, Telugu, Kannada, Bengali, Marathi, Malayalam and Odia
  • Media: TV, digital, cinema, outdoor and social
  • Proof points: a claim every 8 seconds, more than 1.6 crore claims settled, more than 16,000 network hospitals

What Happens In The Star Health Film

Four families in different parts of the country face a medical emergency, and the film tells their stories through sound as much as picture. It moves from these individual moments of worry to a wider image of the country assembled from policyholders' faces.

Himanshu Walia, whole-time director and chief marketing officer of Star Health, said the real test of a health insurance policy is how it responds when a claim is made, and that worry in that moment looks the same whether a family is in a metro or a small town.

Why A Claims Number Leads The Campaign

Health insurance advertising usually sells cover; this campaign sells the payout. Walia said settling a claim every eight seconds is not just a number, because each one is a family that could focus on recovery instead of the cost of care. It is the right proof for a category where trust breaks at the claim desk, not at the point of sale.

The nine-language rollout is the other half of the idea. Star Health is marking 20 years this year, and a film about the same worry in every region only works if it speaks every region's language. Walia tied the push to the national goal of Insurance for All by 2047.

The English film is on Star Health's YouTube channel. More campaigns.

#Star Health Insurance#Insurance Advertising#campaign films#Regional Language Advertising
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