Some briefs ask you to make people feel good. Others ask you to make people face an important truth. The Religare Health Insurance Super Mediclaim campaign was the second kind.
In 2019, Scarecrow partnered with Religare Health Insurance to launch a four-film campaign for the new Super Mediclaim product range. These plans covered serious illnesses like cancer, heart conditions, and surgical expenses. One key product was Cancer Mediclaim, which covered all types of cancer, including early-stage cancer and carcinoma in situ.
The Challenge
Most people know health insurance is important. But still, they often delay buying it. Our job was not just to explain the product. We wanted people to stop for a moment and ask themselves, “Have I really thought about this?”
We knew cancer was a difficult topic to talk about. Yet, it was an important one. Serious illnesses are affecting people in their thirties and forties. This conversation could not be postponed.
The Work
The campaign ran on television and digital platforms. The YouTube masthead placements helped it reach a large audience. But the real impact did not come from media spending. It came from honesty.
Each film avoided comforting messages. Instead, it encouraged people to take responsibility for their health and their family’s future.
This idea continued from Religare’s earlier “Be Responsible” digital campaign in 2017–18, which highlighted the rising cases of cancer and heart disease among younger Indians. Super Mediclaim became the next step in that conversation.
We Believe
The best health communication does not just sell a product. It starts a conversation. If even one family watched these films and finally discussed something they had been avoiding, the campaign achieved its purpose.