One of the very few print ads that caught my attention recently is the full page ad for Apollo Munich Insurance. Not because it is full page, but because of what it tried to hide and convey!
As Indians, we have tons of insurance companies and some of them even sound like they’re spelling-challenged, what with names like Future Generali!
But Apollo Munich’s ad was simple and addressed a facet of insurance that we Indians often overlook for more pressing requirements like lowest premium amounts and maximum benefits. The ‘Lets Uncomplicate’ message resonates brilliantly since not many of us are fully aware of what we’re entitled to, in our current insurance policies. Worse, it is usually a huge booklet that we’re asked to sign – this is something we assume is in order and do not spare time to go through it in detail. Even if we do, we perhaps need a jargon-buster dictionary to even make sense of it.
In this scenario, the Apollo Munich ad was perfect.
Where it seems to go horribly wrong is in the follow-up message. Or the complete lack of it.
I recall seeing the first ad a few days back. It also had a website URL. I saw the same ad again today in Bangalore Mirror and noticed the URL…again.
I decided to see what is their agenda for the ‘Lets Uncomplicate’ bit. Can they really?
‘Designed’ by Quasar, as a simple right-click on the flash-based website helpfully points out, it actually says, ‘Our new site is under development’…after a small, but helpful flashy thingy that says, among other things that,
1. ApolloDKV is now ApolloMunich
2. Lets take the X out of Y
3. And yes, Lets Uncomplicate
And, the television spot of the campaign is embedded for a watch. I did watch it, of course – the print ad’s stark, hard-hitting meaning is exchanged for happy looking people, mostly in groups, looking even more happier as the music soars.
While it is unfair on my part to further judge the television spot and its connection with the impressive print ad (depends on many other factors, I agree), what did look incongruous is the fact that there’s virtually no continuity in the message between the promotional material and the website. What exactly do they mean by ‘Lets Uncomplicate’? How does that reflect in their policies? Does it, at all? If yes, how different is that from other insurance players in the industry?
A link to ApolloDKV reveals another website, with a completely different look (obviously) and no traces of the Lets Uncomplicate theme that brought me to their website in the first place. In fact, ApolloDKV’s website looks excatly like every other insurance brand website in India – magazine-style clutter, happy looking people and a generous sprinkle of words like ‘health’, ‘sum insured’ and ‘cashless’, among other jargon. So much for the intention of uncomplicating!
I really wonder – couldn’t they have waited to get a new website in place before going on the promotional offensive? That too with such a promising and fresh message? If they had connected the theme with a follow-up explanation on how they intend to make it happen in reality, that would have been a fantastic combination! Alas…