Reliance General Insurance talks of new policy with spoof film 'Fish Tank'

Reliance General Insurance has launched a health insurance policy – Reliance Health Infinity Insurance – with an integrated campaign communicating this policy is aptly captured through a series of funny and effective digs at popular reality shows.

Created by ^ a t o m network, the campaign landed the need for extra through "Zyaada se bohot Zyaada". It also roped in Bollywood director and screenwriter Rensil D'Silva to create spoofs like 'Desi Idol', 'Master Cook' and 'Fish Tank'.

Speaking on the policy and the campaign, Anand Singhi, Chief Distribution Officer, Reliance General Insurance, said: “Emergence of new types of diseases, use of modern treatments and increasing medical inflation have given rise to evolving and unique healthcare requirements of modern customers. Our newly launched Reliance Health Infinity policy is a premium insurance product that offers customers more with a ₹5 Crore coverage and is loaded with benefits like Global Treatment, OPD and Unlimited Restore that one can customize to meet their medical needs without any compromise and hassle. In our Marketing communication approach, we wanted to take a brand messaging route that is light, fun yet strikes a chord among our TG. With the “Zyaada se bohot Zyaada” campaign, we have therefore tried to convey our message in a fresh way by taking funny digs at popular reality shows that are very relatable. These interesting ad videos thus effortlessly inform our TG about our products and induce curiosity."

Explaining the thought behind the campaign, Yash Kulshresth, Chief Creative Officer, ^ a t o m Network said, “People don't remember product windows. They remember one or two things out of any ads. We attempted to convey the 'Zyaada' offerings without diluting the entertainment quotient to drive the stickiness. We cashed in on the season's flavour - Indian reality shows, where more often than not, we see judges asking for more talent or equity. With versatile casting and seamless direction by Rensil D'Silva, we're excited to see how this communication impacts the audience.”