MAM
O&M releases new China Airlines ad campaign
New Delhi: The Delhi office of Ogilvy & Mather has created a new print and outdoor campaign for Taiwan’s leading international carrier China Airlines. The campaign focusses on the airlines’ USP of a single stopover in Taipei for any traveller to the West.
The new campaign revolves around the strategy of creating awareness about route via Taipei. “We have made travelling to the West a whole lot easier. Simply travel to the East.” is the primary message it conveys.
“Most travellers fly to USA and Canada via the Atlantic with a stopover in Europe, or via Hong Kong, Bangkok or Singapore. There is very little awareness of the Taipei option. Our job was to tell them about this option,” says O&M creative consultant, Sudip Bandyopadhyay. “The communication objective of this ad was simply to tell people that China Airlines offers a hopping flight to North America and Japan, with a single stopover in Taipei.”
Though the copy stresses on comfort via the fastest route, the airline has also mentioned other features such as frequency, flying experience, wine, etc. to complement the core idea.
The agency, which had worked on the launch campaign almost a year back, is targeting frequent travellers to Canada.
“Basically, the campaign is meant for travellers with a particular profile. For instance, we are targeting travellers from Chandigarh who go abroad often. Then there is sort of a spill over to masses as well. So the idea was to differentiate this airline through its route benefit. And this idea was presented in an interesting manner,” adds Bandyopadhyay.
The advertisement has been released in all the leading national dailies such as The Times of India and The Hindustan Times. “We have also chosen leading dailies in the southern region and this is expected to last for another two months.”
On the decision to choose depiction of a route through visuals (the campaign portrays a destination map from Delhi to various destinations), the consultant says, “The challenge was to create an ad that simply and quickly communicated what we wanted it to. So obviously a visual route was the way to go. We thought of various visual representations, but junked them because they were either too complicated or were not fresh enough.”
“Then Radhika Oberoi, the copywriter on the job, came up with the idea of a jet aircraft’s vapour trail. I saw the visual in my mind and did the layout there and then, using the split bus shelter and the press ad with the gutter space as media innovations.”
China Airlines was launched with an advertisement created by Bandyopadhyay and his copy partner as well as O&M creative consultant Ajay Gahlaut. The duo had used the phrase ‘in the blink of an eye’ and showed three split images, the first and last with eyes open and the middle one with the eyes closed.
“The second ad was a simple one which just required us to announce the arrival of the airline in India. The message was: ‘We China Airlines, now in India’ written vertically, like Chinese writing!” In-flight magazine were also used to create awareness with visuals showing `Gol-gappas with chopsticks’.
“China Airlines is a fairly new entrant into the category and is still testing the waters. However a good beginning has been made,” concludes Bandyopadhyay.
Buying family medical insurance online in India has become a common option for individuals who want to secure health coverage for multiple family members under a single policy. However, many buyers are unsure about the exact steps involved in selecting and purchasing the right plan online.
In this guide, you will know the step-by-step process of buying family medical insurance online in India, along with the key factors to review before purchasing a suitable policy.
Step 1: Assess Your Family’s Healthcare Needs
Before buying online health insurance, check the healthcare needs of all family members. Check age, existing illnesses, regular medicines, and the likely need for hospital care later. This helps in selecting a suitable sum insured, policy type, and level of cover. It also reduces the chance of buying a plan that appears suitable but does not meet actual medical needs.
Step 2: Visit the Insurance Company’s Official Website
After understanding the family’s needs, visit the insurer’s official website and read the plan details carefully. Use the official platform to review eligibility, policy wording, waiting periods, cover details, exclusions, and renewal terms.
This step gives a clearer understanding of how the policy works before payment is made. It also helps avoid confusion caused by incomplete summaries on other pages.
Step 3: Compare Available Family Health Insurance Plans
A family medical insurance policy should be compared on factors beyond the premium. Review the sum insured, hospital network, room rent limits, pre- and post-hospitalisation cover, daycare treatment coverage, and waiting periods. It is also important to check treatment sub-limits and specific policy conditions.
Careful comparison helps determine whether a plan provides balanced coverage and whether its terms are suitable for the healthcare needs of the entire family.
Step 4: Choose the Right Policy and Start the Online Purchase
Once the options have been compared, select the policy that best fits the family’s medical needs and budget. Before starting the application, review the covered members, policy term, benefits, and main conditions again. This is an important stage because errors here can lead to the wrong cover amount, an unsuitable variant, or missing details that create problems during policy use.
Step 5: Calculate the Premium Using an Online Calculator
Use the online premium calculator before making the final choice. Enter the correct details, including age, city, number of insured members, and selected cover amount. The result helps in understanding the expected premium and whether the policy fits the annual budget. This step is useful because it allows cost and coverage to be reviewed together, instead of choosing a plan only because the premium looks lower.
Step 6: Fill in Personal and Medical Details
When filling in the proposal form, provide accurate details for each insured member. This includes name, date of birth, contact details, medical history, ongoing treatment, and previous insurance information if required.
Every answer should be complete and truthful. Incorrect or missing details can create difficulty later. Before you submit the form, read every section again and correct any mistakes.
Step 7: Make Payment Through the Secure Payment Gateway
After checking the form, go to the payment page and complete the transaction through the secure payment gateway. Review the premium, policy term, and entered details once more before confirming payment.
After the transaction is completed, save the receipt, reference number, or confirmation message carefully. Keeping this record is useful if you need to track the purchase or follow up on policy issuance later.
Step 8: Download and Keep Your Policy Document Safely
Once the policy is issued, download the policy document, schedule, and any related papers without delay. Read them carefully to confirm member names, policy period, sum insured, and major terms. Save a digital copy in a secure folder and keep a printed copy if needed. Proper record keeping makes future renewals, document checks, and policy servicing easier and more organised when information is required quickly.
Conclusion
Buying health cover online becomes easier when you handle each step with attention. From checking your family’s needs to reading the final document, every stage helps you make an informed choice. A careful approach can reduce mistakes, improve your understanding of policy terms, and help you choose coverage that matches your household’s medical needs, financial capacity, and long-term healthcare planning in a reliable way for your family over the long term.
