MAM
Zee puts 360? spin on ‘India’s Best’
MUMBAI: Zee is pulling all the plugs to make sure that ‘India’s Best -Cinestars Ki Khoj makes it to the super big league. Besides pumping in big moolah (Rs 1 billion), the Subhash Chandra promoted channel has lined up a slew of promotional activities to make sure that the contest has fantastic brand recall.
“Never before has an event of such a magnitude been held anywhere in the world. Mumbai is the capital of entertainment and youngsters from all over the country come in hordes to try their luck but we are taking the film industry to them,” asserts Essel Group’s corporate communications head Ashish Kaul.
And it’s not mere bombast. The logistics for the ground event and the back-end work is expected to cost up to Rs 300 million.
Held in 20 cities across the country, the event is divided across five phases. Accompanying the three day ‘mela’ in each city are a series of action packed promotional activities.
“The biggest promotional push that we have given to our event is the series of five TVC’s, which is being aired across the Zee platform. Specifically designed catering to 16-28 age group, these TVC’s have doubled up as an excellent communication device. The TVC is top priority on all our channels and we air about 400-500 spots every day. Roughly, on each C&S channel in our bouquet, we have a TVC aired every half hour,” informs Zee network vice-president marketing Ajay Trigunayat.
“In tandem with that we have a site dedicated to India’s Best www.indiasbest.com. I believe that it also has caught on to the fancy of our TG. We have almost a million hits everyday. That apart we have taken up toll free number, where the interested contestants can call,” says Trigunayat.
The company has deliberately gone slow on other mass media advertisement. “After the kind of promotional blitz that we have flooded across the channels, we realise that the ads on other mass media avenues would only help us marginally. So, apart from single ads in the local dailies, a day before the event, we don’t go out of our way. Instead we have adopted what we term as ‘shock’ promotions,” informs Trigunayat.
What constitutes ‘shock’ promotion is a series of on ground promotions planned by the broadcaster. The organisers have hired about 200 floats, which will go around promoting the event in 42 cities at key youth high traffic locations. “We have also hired jeeps with the floats to promote our hunt in the hilly and difficult terrain,” offers Trigyunat.
They have bought a few radio spots and organisers have also – as an experimental option – created special ads for cinema halls. The promos are aired in select multiplexes and cinema halls across the country. The broadcaster has also hired a biker group that goes around promoting the hunt, along with few walkers on stills.
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
● Easier comparison of policy features
● Direct access to premium details
● The ability to review inclusions and exclusions at your own pace
● Fewer chances of making a rushed decision
● More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
● The scope of cover
● Waiting period terms
● Exclusions
● Room eligibility conditions
● Sub-limits, if any
● Claim-related terms
● Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
● Who can be covered under the plan
● How the sum insured works for the family
● Whether day care procedures are included
● How pre-existing illness rules are explained
● Whether add-ons are optional or built in
● How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
● Treatment-specific limits
● Room rent restrictions
● Co-payment clauses
● Disease-wise waiting periods
● Claim deductions linked to the hospital category
● Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
