L&T Insurance – my:health: Will you give it in writing?

Deepali Naair, Somesh Surana and Siddhartha Singh

Campaign details

Brand owner: L&T Insurance
Agency: Salt Brand Solutions
Brand: L&T Insurance – my:health
Country: India
Channels used: Email marketing, Internet – display, Internet – general, Internet – microsites, widgets, Online video, Social media, Sponsorship – event or property, Television
Media budget: 500k – 1 million

Executive summary

This case outlines how a fledgling general insurance company put itself on the map in a highly cluttered health insurance market by applying a simple insight. Larsen & Toubro (L&T) Insurance not only promised a "6-hour service response guarantee on cashless claims or we pay a penalty," but also had it written into the policy document. The result was a spike in both total awareness and product sales.