Bharti AXA: Proving that selling health insurance doesn't always need the 'warning bell'

This case study describes how AXA, the health insurance company, reached Indian consumers by adopting a light-hearted yet educational tone, rather than the usual alarmist strategy.

Bharti AXA: Proving that selling health insurance doesn't always need the 'warning bell'

Suchitra Sukumar

Campaign details

Brand owner: Bharti AXA General InsuranceLead agency: PublicisBrand: Bharti AXA Health Insurance PlanCountry: IndiaIndustry InsuranceChannels used: Internet - display , Internet - general, Internet - microsites , Internet - search , Social media , Television - direct response, Word of mouth, advocacyMedia budget: 3 - 5 million

Executive summary

This case study describes how AXA Health Insurance managed to get Indian consumers to come to them by using light-hearted videos...

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