Narayana Health Insurance, led by its visionary Chairman and Founder, Dr. Devi Shetty, has announced the launch of a groundbreaking campaign for Aditi, an innovative health insurance product designed to make quality healthcare accessible to underserved populations across India. The campaign emphasizes the belief that healthcare is a right for everyone, regardless of economic status.”Our vision is to create a future where even the most marginalized sections of society—drivers, domestic workers, and MSME owners—have the same insurance coverage and access to high-quality healthcare as those in privileged positions,” said Ravi Vishwanath, Director, Narayana Health Insurance. “With Narayana Aditi Health Insurance, we take a significant step toward this goal. The plan offers coverage of up to Rs. 1 crore for just Rs. 29 per day for a typical family of four.The campaign addresses a critical issue: for many low-income groups, the cost of healthcare is often more daunting than the treatment itself. Narayana Health Insurance, in collaboration with its creative agency partner DDB Mudra, crafted a message targeting the “Missing Middle”—low-wage workers, domestic help, and small business owners who often fall through the cracks of traditional healthcare coverage.”Our challenge was to persuade this segment to invest in health insurance that shields them from unexpected medical expenses,” said Gunjan Khaitan Shahabadi, Head of Marketing and Category Management. “We focused on delivering a simple and memorable message, avoiding fear tactics. The campaign slogan, ‘Aiyyoo to Ohhh,’ captures the journey from worrying about medical bills to feeling reassured and protected.”
Narayana Aditi Health Insurance conveys a straightforward and powerful promise: “You don’t need to fear medical bills anymore.” This clear and relatable message is designed to make health insurance both accessible and desirable. Through impactful visuals, simple language, and an emotional connection, the campaign emphasizes that Narayana Aditi Health Insurance is a product designed to protect everyone from the financial strain of medical emergencies.With the launch of Narayana Aditi Health Insurance, the company aims to reshape perceptions of health insurance by offering affordable and comprehensive coverage for all Indians. This initiative aligns with IRDAI’s vision of “Insurance for All” by 2047, reinforcing Narayana Health Insurance’s commitment to increasing health insurance penetration across the country.By addressing the financial fears associated with healthcare and providing a practical solution, Narayana Aditi Health Insurance represents a bold step toward ensuring that no one is left behind when it comes to accessing quality medical care.