Why did Future Generali decide to launch health insurance for dogs?
A conversation with CMO Ruchika Varma following the insurance company’s ongoing digital campaign for this intriguing product.
Dogs are no longer man’s best friend. They have become one of the most important beings in their lives, if not the most important, and watching them suffer is unbearable. But, what can you do when being mischievous just happens to be in their nature and the unfortunate side effects of that are hurt and hurt.
This is where Future Generali India Insurance (FGII) wants to come into the picture. The insurance company, founded in 2000, launched a new health insurance policy for dogs. It will compete with Bajaj Allianz General Insurance Company, The New India Assurance Company and Oriental Insurance in this segment.
“India is the largest growing market for pets in the world, with 85% of the total market dominated by dogs…. For us, the current size and potential of this segment is so strong that we were very keen to present a comprehensive health protection solution for this segment,” says Ruchika Varma, Marketing Director of Future Generali (FGII).
To kick off this campaign, the insurance company first got Indian cricketer Rohit Sharma to tweet stuff that just wasn’t him. “…people thought his account was hacked, they created memes, he got picked up by posts, he trended on Twitter that day,” Varma remarks and says it was all designed to leave Sharma reveal his dog had taken over his Twitter account.
The “mean dogs” star in Future Generali’s first publicity film for its dog health insurance coverage. Made by Mullen Lintas, it shows us dogs at their playful best and also how it leads to injury…Future Generali’s dog health blanket is billed as the best friend a pet owner could ask of their furry companions.
“To be relatable and highlight the need for insurance for your fur babies was the only watch. Cute dogs being silly with a catchy track was a choice for this film. The challenge was to film these situations in a way that they didn’t harm or pose any threat to the 14 dogs on set, involving immense pre-planning and a lot of on-set cheating. The OH MY DOG campaign hashtag is a memorable catchphrase to see a dog land in trouble, without any intention of course,” said Garima Khandelwal, Creative Director, Mullen Lintas, in a press release for this “Oh My Dog”. .
“Insurance has traditionally been a push product, but for a niche category like dog health insurance, it’s extremely important to create traction,” Varma remarks and says Future Generali had a three-pronged goal for the campaign. .
First, he wanted to publicize the category. Second, he wanted to do it in an innovative way that is relevant to pet owners and inspires them to take action. Third, he wanted to run the campaign in a positive and palatable way.
“At the time of conceptualization, our idea was to create an emotional connection with the viewer by leveraging the mischievous yet relatable experiences that every pet parent faces at some point, and these are situations they dread. , and it was this thought that gave us the online campaign of ‘Oh My God’”, reveals the director of marketing.
Pet parents are a niche category and targeting them with relevant communication is a task. What is Future Generali’s strategy here? Varma responds, “…through a highly targeted multi-channel digital strategy that covers aspects such as social media, contextual advertising through native and programmatic campaigns.”
The brand will have a presence on online pet supply stores and is considering “geofencing plans – if someone goes to a pet salon or vet, Future Generali is targeting audiences through such plans… seeks to amplify the campaign across the entire pet ecosystem, i.e. through pet trainers, veterinarians and canine influencers.
The initial objective of any brand behind a new product is to generate awareness. What happens once it’s done? In insurance companies focus on one specific feature of a plan, will Future Generali’s dog health insurance follow the same path? “Once we’ve created a certain level of awareness, we’ll dive into specific feature-focused communication,” Varma responds and says they’ll be promoting those features “through a very targeted marketing plan that covers no only digital but also pet ecosystems and canine influencers.
Will this marketing plan also cover the Indian Premier League, on TV or OTT, as the league’s massive reach can sometimes prove to be a gold mine for consumer awareness and consideration? “While IPL is a great platform to reach the masses, for this particular product, our priority is to reach a more personalized segment of pet parents and users than the masses. Therefore, IPL is not part of our media plan,” he replied.
Please note that the health plan does not come with tax breaks, so if you are worried about your dog’s health, go ahead and don’t think about the money you can save.