Bengaluru, India 20th February 2025: Narayana Health Insurance, under the visionary leadership of its Chairman and Founder, Dr. Devi Shetty, announced the launch of its campaign for Aditi, an innovative health insurance product designed to bridge the gap in healthcare accessibility for India’s under-served populations. The campaign is aimed at making quality healthcare and insurance available to everyone, regardless of their economic standing.
“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.”, said Ravi Vishwanath, Director, Narayana Health Insurance.
Bridging the Gap to the Missing Middle
The key insight of the campaign is that, for the target audience, the cost of healthcare is often more intimidating than the treatment itself. The real challenge of the campaign lies in communicating the importance of health insurance to audiences who are often left out of traditional healthcare conversations—the ones who are stuck in the middle—comprising low-wage workers, domestic help and small business owners. Narayana Health Insurance, in collaboration with its creative agency partner DDB Mudra, set out to craft a message that would resonate deeply with these groups. From dreading to take a quick peek at the bill to sighing a huge relief, Narayana Aditi Health Insurance assures everyone that their family can have access to quality care without worrying about the financial burden it may cause.
“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!” mentioned Gunjan Khaitan Shahabadi, Head Marketing, and Category Management.
A Unique Approach
Narayana Aditi focuses on a simple, relatable and powerful message: “You don’t need to fear medical bills anymore”. This straightforward, no-nonsense approach aims to make the concept of health insurance both accessible and desirable, showing that it is an essential tool for protecting one’s health and family from unexpected medical burdens.
The creative approach of the campaign leverages an impactful visual device, simple language, and emotional connection to drive home the message that Narayana Aditi Health Insurance is a product that works for everyone, providing total protection from medical expenses.
A Step Toward Industry Growth
With Narayana Aditi Health Insurance, the brand aims to offer a fresh perspective on insurance that speaks to the heart of what people need — they provide access to affordable quality healthcare to all Indians. Their goal is to not only raise awareness of Narayana Aditi Health Insurance but also to increase health insurance penetration in India as a whole, in line with IRDAI’s vision of Insurance for All by 2047