Narayana Health Insurance has unveiled ‘Narayana Aditi’, a new health insurance product aimed at addressing the challenge of low health coverage in India. With fewer than 30% of the population currently insured and only 28% of necessary surgeries being performed due to financial limitations, Narayana Aditi merges insurance coverage and surgical benefits into one affordable, comprehensive package.
Campaign Overview
To simplify the message of health insurance, Narayana Aditi has introduced the “Go From ‘Ayyo’ to ‘Oh!'” campaign, developed by DDB Mudra. The campaign effectively captures the emotional journey from financial distress to relief—using “Ayyo” to represent anxiety over hospital bills and “Oh!” to signify the comfort of realizing those expenses are covered.
Coverage and Benefits
Backed by Narayana Health, the Narayana Aditi plan offers extensive coverage—up to ₹1 crore for surgeries and ₹5 lakh for medical management within the Narayana Health hospital network. Initially available in Mysore and Bengaluru, this product removes the need for third-party intermediaries, ensuring a seamless claims process. Priced affordably at around ₹29 per day for a family of four (terms apply), the plan targets India’s uninsured middle-income population.
Leadership Vision
Ravi Vishwanath, Director of Narayana Health Insurance, shared the broader vision behind the initiative:
“Our goal is to create a future where underserved communities—such as drivers, house help, and MSME owners—have access to the same high-quality healthcare and insurance as those in privileged positions. The launch of Narayana Aditi brings us closer to that dream by offering coverage of up to ₹1 crore for just ₹29 a day for a typical family of four.”
Marketing Strategy
Gunjan Khaitan Shahabadi, Head of Marketing and Category Management, emphasized the challenge of engaging the “Missing Middle”—those who lack financial security but often neglect insurance.
“Our objective was to encourage this segment to invest in insurance that shields them from unexpected medical costs. The ‘Ayyo to Oh!’ campaign delivers a clear, relatable message with high recall value, steering clear of fear tactics or clichés. This initiative positions Narayana Aditi as an affordable health insurance solution for the masses.”
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Creative Insight
Priya Shivakumar, Creative Head at DDB Mudra, explained the campaign’s creative approach:
“We uncovered a strong insight—the financial burden of a hospital bill often hurts more than the injury itself. To connect with an audience unfamiliar with insurance jargon, we spoke their language. Using expressive, everyday phrases like ‘Ayyo’ and ‘Oh!’, we conveyed complex ideas simply and powerfully. By crafting a story without dialogues, relying solely on these expressions, we delivered an emotional yet entertaining message that resonated with our audience.”
Agency Credits
- Agency: DDB Mudra
- Creative Team: Priya Shivakumar, Muraleekrishna Koyamparambath, Darineh Zal
- Business Team: Sujay Ghosh, Arjit Upadhyaya, Tarun Satyanath
- Strategy Team: Menaka Menon, Sanjana Chetan
- Production House: Film Dojo
- Director: Arun Francis
Conclusion
In conclusion, Narayana Aditi stands as a transformative step toward bridging the healthcare gap in India by providing affordable, comprehensive coverage to the underserved middle-income segment. Backed by Narayana Health, this innovative insurance plan not only offers significant financial protection—up to ₹1 crore for surgeries and ₹5 lakh for medical management—but also simplifies the often-complicated insurance process. The “Go From ‘Ayyo’ to ‘Oh!'” campaign, crafted by DDB Mudra, effectively captures the emotional relief of financial security, making health insurance both relatable and accessible. With its affordable pricing and commitment to inclusivity, Narayana Aditi promises to reshape the future of healthcare access for millions across the country.
