Aviva urges Couples to Make a Commitment to Secure their Hearts Together

Aviva, an insurance player in the Indian market, has launched a communication campaign for their new product– Aviva Heart Care: a heart insurance plan for couples. The launch campaign also introduces Aviva’s new global positioning of ‘Good Thinking’ in India. Good Thinking is all about presenting solutions that result in good customer outcomes. These good outcomes are based on encouraging customers to plan well for their life goals – be it health, a child’s future, a family’s security or a business’s growth. The idea is to enable customers to stay committed to these goals by ensuring that there are no gaps in the plan. Taking forward this brand philosophy, with Aviva Heart Care, Aviva not only brings heart health to the forefront but also urges couples to make a commitment to secure their hearts together.

Anjali Malhotra, chief customer, marketing and digital officer, Aviva Life Insurance, says: “For the country that has gained fame as the cardio-vascular ailments capital of the world, there was not a single heart disease dedicated plan. So, we launched the first ever dedicated heart-plan for couples. The launch campaign is deliberately kept very un-insurance like with couples nudging each other towards common health goals.”

Conceptualised by Contract Advertising, this campaign is based on the insight that concerns for heart health start to appear when we reach the age of 30. That’s when we consciously start making changes to our lifestyle. A lot of healthy options enter our lives and homes, such as, healthy food, an exercise regime and quitting unhealthy habits. There’s a clear intent to take care of the heart, but there’s still no plan to insure it. The campaign highlights this gap in the plan and communicates that along with healthy lifestyle choices, we need a solid heart insurance plan.