Narayana Health Insurance has rolled out a campaign 'Go from Aiyyoo to OHH,' introducing Narayana Aditi - one of their health insurance offerings. 

Conceptualised by DDB Mudra, the campaign comprises a film. Built on the insight that high hospital bills are as hurtful as the injury or the sickness, the film showcases a family getting their son discharged from the hospital after his treatment. As they are waiting in the line to clear the payment, the father is worried about the exorbitant bill that he will be charged. Much to his surprise, the health expense is already covered under his insurance package which makes him go from 'aiyyoo' to 'ohh.' 

What we think about it: The campaign doesn't complicate the message by using any insurance lingo which will make it difficult for the audience to understand. Just by using colloquial expressions like ‘aiyyoo,’ and ‘ohh,’ the ad is able to send the message across. The narrative also stand out from the usual health insurance ads.

Ravi Vishwanath, director, Narayana Health Insurance, said, "Our vision is to create a future where even the most marginalised sections of society, like drivers, house help and MSME owners, have the same insurance coverage and access to high-quality healthcare as those in privileged positions. The launch of Narayana Aditi Health Insurance represents a significant step towards achieving this dream. The plan offers up to Rs. 1 Cr of coverage for just Rs. 29 per day for a typical family of four.”

Gunjan Khaitan Shahabadi, head marketing and category management, said, "Our challenge was to convince the "Missing Middle" to invest in insurance that protects them from unexpected medical burdens. We created a simple, relevant message with high recall value, avoiding fear-mongering and clichés. The campaign "aiyyoo to ohhh" is a manifestation of this thought and ambition and aims to position Narayana Aditi as an affordable Health Insurance plan for the masses!" 

Priya Shivakumar, creative head, DDB Mudra, said, “We landed on a strong insight, that, for our audience, the pain of the bill hurt more than the injury itself. But to connect with a TG that didn't speak the language of insurance, we had to find a way to speak their language. So, we decided to flip the codes of the category and change the narrative by literally saying as little as possible and yet building a wealth of emotion and context to our storytelling. With colloquial expressions like ‘aiyyoo,’ or ‘ohhoo,’ that are such a natural and expressive part of everyday conversations across India, we spoke to our audience in a way that translated the seemingly complicated into something simple and direct. By crafting a story with just these expressions and no dialogues, we were able to create communication that not only resonated with the audience but kept them informed and entertained.”