Debrief: L&T Health Insurance: There’s an elephant in the room!

24 Jan,2013

By Anil Thakraney


Must say ‘Likh ke doge kya?’ is an interesting idea L&T Health Insurance has come up with. It’s based on a good consumer insight; we all like to talk big and loose, but when asked to put that on paper, we flee. Based on this theme, L&T Health Insurance promises to respond to your claims within six hours, or they are happy to be penalised.


There are a few commercials on air, the one I saw features three situations. Mom tells kid that if he eats spinach, he’ll come first in class. The bratty kid wants that promise in writing. A couple of uncles snigger at a young punk, saying he’ll never become an engineer. The dude demands that comment be put on paper. A lady wants her husband to take her on an exotic holiday, promising she’d never ask for anything again. Of course, the man wants that commitment in writing. Arrives the L&T Health Insurance man with the ‘six-hour response’ promise.


It’s a decent effort, and the ads are fun to watch. The promise addresses the consumers’ biggest worry, that of poor response on claims filed, so the strategy is sound. However, there’s a problem: The six-hour factor gets lost in all this writing business. In fact, I would have developed the entire campaign based on the six-hour deal, and that would have made the communication focused and stronger. While ‘Likh ke doge kya?’ brings in its own uniqueness, they have ignored the elephant sitting in the room: SIX HOURS. Tch, tch, tch.


Also, must say the L&T Health Insurance chaps have very, very cunningly covered their backsides. The claim is they shall RESPOND within six hours, and not settle your claim. And that response could well be: ‘Aap kataar mein hain’! 🙂


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Rating: (On a scale of 1-5): 2.5 Good consumer insight but key promise overlooked. 


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