Future Generali India Insurance touches the heart-strings of dog parents with new campaign, Marketing & Advertising News, ET BrandEquity

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A still from the ad.Future Generali India Insurance Company (FGII) has unveiled its latest campaign ‘Oh My Dog!’, with the aim to create awareness around the importance of purchasing dog health insurance cover.

The digital campaign consists of an ad film that shows how good dogs can make bad decisions and get hurt and hence dog parents should be safe by getting health insurance for their dogs.

The 360-degree campaign was conceptualized by Mullen Lintas. As part of the campaign, the brand is focusing on targeted Instagram and Twitter marketing. For Twitter, it has collaborated with celebrities who are dog parents and who will post several tweets to create intrigue. On Instagram, FGII has created a filter that captures the funny thoughts of dogs in a thought bubble.

Ruchika Malhan Varma, chief marketing officer, Future Generali India Insurance, said, “As a brand that is focused on having a pulse on its customers evolving needs and providing innovative solutions across their life cycle, we realized the place a dog holds in a household today—that of a family member. This meant bringing forth an unfelt need – just as one would protect a loved one with health insurance, a pet parent can also consider purchasing a dog health insurance cover for safeguarding their four-legged doggie family.””However, here is the twist. Insurance is a serious matter while we associate dogs with mischief and play. Hence, to drive home the importance of dog health insurance cover we decided to launch a playful digital campaign that showcases the mischiefs that dogs get into while also being value accretive,” she added.

Garima Khandelwal, chief creative officer, Mullen Lintas, said, “Dog insurance is a first mover advantage in India for Future Generali India Insurance. We have a lot more dog parents, which means more pet stores and pet products around us today and it’s a fresh category for mass media that is catering to this spike, and as an insight for the offering, it’s something that works across borders. To be relatable and sharply land the need for insurance for your furry babies was the only lookout.”

“Cute dogs being silly with a catchy track that was a fit for this film. The challenge was to shoot these situations such that it doesn’t harm or pose any threat to the 14 dogs on set, involving immense pre planning and many cheats on post. The campaign hashtag ‘Oh My Dog’, is a memorable hook to witnessing a dog land in trouble, without any intention to, of course,” Khandelwal added.

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