Campaign urges women to be mindful of their unique health needs while purchasing insurance
MUMBAI, Mar 8 (The CONNECT) – Future Generali India Insurance marked International Women’s Day 2024 with the launch of the #DontBeAPlus1 campaign that aims at raising awareness about the necessity of having a comprehensive cover addressing the varied needs of women across different stages of her life, rather than being relegated to the status of a ‘plus1’ in a man’s health insurance policy.
Unveiling the #DontBeAPlus1 campaign, renowned author, columnist, and women’s rights advocate Twinkle Khanna emphasised the importance of women taking control of their health and financial well-being.
The campaign seeks to address gender disparity in health insurance and underscores the importance of women taking charge of their health and well-being by securing insurance coverage tailored to their specific needs.
Ruchika Varma, Chief Marketing Officer, Future Generali India Insurance, said, the campaign was devised as the company’s market insights suggested that there is a gap between what women need in their insurance policy and what is currently being offered.
Given their distinct anatomies, women’s health needs vary from those of men, their health protection requirements differ and hence they need products that caters to their unique needs. “With #DontBeAPlus1, we are encouraging women to give due importance to their specific health needs while signing up for an insurance policy,” Varma said.
With a view to bridging the demand gap, Future Generali India Insurance has launched a comprehensive insurance plan “HEALTH POWHER” to empower women and cater to their varied health needs.
Twinkle Khanna, said, “I think it’s great that Future Generali is helping women focus on their health by offering comprehensive women insurance solutions and they are leading the way in supporting their independence too. I’m excited to be part of this campaign, where women are taking care of themselves.”
Ram Cobain, Chief Creative Officer, Mullen Lintas, said “What looks jarring in fiction doesn’t raise an eyebrow in real life. We played on this absurdity to highlight how women are added as ‘+1s’ in men’s health insurance. Our idea was launched on Women’s Day with a social disruption. Twinkle Khanna, our brand champion, changed her Instagram bio to ‘Kumar’s +1’ before explaining why she did so, via the film. ‘Don’t be a Plus One’ isn’t just a campaign; it is a movement to get women to reconsider their health cover. After all, women’s bodies and needs are different from men – their health insurance better be, as well.”
Agency Credits
• Chief Executive Officer: Hari Krishnan
• Chief Creative Officer: Ram Cobain
• Executive Director: Sharon Picardo
• Executive Creative Director: Kapil Ojha
• Creative Team: Ashwin Joharapurkar, Sneha Rajan, Alekh Kudtarkar, Kartik Kumar, Akshta Nigudkar
Vice President: Ankit Shastri
• Sr. Brand Services Manager: Thej Kiran
• Brand Services Manager: Abhijeet Shinde
• Associate Vice President Planning: Sanjna Saxena
• Brand Planning Manager: Divya Rao
• Production House: Oink Films
• Director: Shirsha Guha
• Executive Producer: Ramya Rao
#DontBeAPlus1 – Future Generali to Women
