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Building Trust
Liberty General Insurance’s maiden campaign assures speedy claim settlement

Manita Nath

Consumers often struggle to get their due claims from insurance companies. These denials leave the consumers on the hook for unexpected expenses or with a big fight on their hands. Liberty General Insurance’s maiden campaign Milega Milega aims to promise skeptical consumers’ that their claims won’t get stuck in fine print.

Conceptualised by PointNineLintas, in the TVCs of motor and health insurance, the protagonist hopes his antics will ensure the claim payment he rightfully deserves, only to end in disappointment. The films concludes saying that with Liberty, one doesn’t need to go through such pain, as one can be sure of speedy claim settlement and fair play.

Pankaj Arora, president - personal lines, banks and affinity and marketing, Liberty General Insurance,says the Milega Milega campaign is all about building trust among the customers. “Our market research found out that there is a trust deficit with consumers not sure that the insurance company will honour the claim. The concept behind the ad is to give customers the comfort that we are here to pay any legitimate claims.” he adds.

Explaining the brief behind the campaign, Raman RS Minhas, group creative director, PointNineLintas says, “The word claim has become synonymous with unsure – that is the default thinking in consumers minds today. The films are conceived to disrupt that thinking in a very quirky yet relatable manner, while associating the brand with the magical word that consumers want to hear - Milega.”

After being in the business for five years, Milega Milega is the debut campaign of Liberty Health Insurance. “We have seen Insurance companies taking the route of fear and seriousness in their communication. We took a different route because we want to talk about how insurance is important but not sell it with a fear psychology. So, we chose humour to assure comfort to our consumers,” sign off Arora.

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