Nobody finds insurance simple. The brand film explained it the way a parent explains the world to a child. Simple hai.
Chola MS is the Murugappa group's general-insurance company, a joint venture with Japan's Mitsui Sumitomo, covering motor, health, travel and more. Insurance is a category people buy without ever quite understanding it. The brief was a brand film that made the company's story feel as clear as its promise.
If insurance is hard to explain, explain it the way a parent explains the world to a child. The brand film tells the company's story at that register, simple enough for a kid to follow, and lands on the line the brand already owns: Simple hai. Three TVCs then proved the promise in daily life, making getting insured feel as simple as ordering food online or getting dressed in the morning.
The films were produced with Popcorn Films, with copy by Karthik Radhakrishnan. My job was keeping all four films at one register: the story told simply, and the promise kept everywhere it appeared.