 "L&T ad: when health insurance truly takes on your burden")
Here’s a story of a man who bought a medical insurance policy. He thought, in an age when medical and hospitalisation costs can cripple your bank balance, it was the prudent decision to make
The consumer buys a policy, feeling better for the investment, feeling gratified that he has done the responsible thing.
A year later, he is unwell and his GP advises a number of tests. The results force the GP to advise hospitalisation and a procedure.
[caption id=“attachment_597706” align=“alignleft” width=“380”]  AFP[/caption]
The consumer is not worried about the attendant costs; after all, he has invested, sensibly, in a policy just for a day like this.
The consumer seems to have no concern for worry. He has his policy documents, a card which seems to allow him to be admitted to a hospital without the payment of deposit, and so on.
Then the problem hits him. The hospital asks him to pay a deposit as the insurance company hasn’t approved of his claim yet. The consumer contacts his agent, the company concerned, and so on, to no avail.
Finally, the consumer pays the deposit, clears the bill and attempts to recover his expenses from the insurance company after discharge from the hospital.
Who hasn’t heard a story like this one?
Impact Shorts
More ShortsL&T Insurance has. And they’ve decided, with their communications partner Salt Brand Solutions, that there’s a business opportunity in promising the consumer that their commitments and promises are just that - commitments and promises.
Here’s a look at one of the TVCs from the campaign they’ve created to hit home the point.
The film begins with a mother telling her son that, if he ate his green vegetables, he would come first in class. The son immediately asks her if she would say the same thing to him - in writing.
The crux of the commercial is to highlight the fact that there is a difference between just being ‘assured’ something verbally and the same assurance being made in writing - which is what L&T Insurance says that they will do.
The film is clear on specifics:
That the company will respond in 6 hours
That if the company does not respond in 6 hours, they will be liable to pay a penalty and, finally,
That L&T will commit to this in writing
In a cluttered environment, with competing insurance companies making similar claims and similar ‘promises’, what this commercial does is to say that, all things being the same, their promise is different.
They’ll keep it.
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