Client
Star Health Insurance
Date | Duration
2023
Creative Director
Rita Dhankani
Executive Producer
Mehul Mahicha
Challenge
We were tasked with creating a series of films highlighting Star Health’s new UPI feature, a convenient and easy-to-use feature for their users.
Star Health wanted us to emulate their tagline, “Easy-peasy, renewals made breezy with STAR Health Insurance’s new UPI QR Payment Solution.” within the scripts, giving their audience a sense of their breezy experience.
We needed to illustrate the swift transactions by drawing parallels with everyday tasks that, often in theory take a minute but practically feels like forever.
While we had to craft multiple different scenarios for this, the main message coming through had to be clear – “Star Health’s renewal is faster in comparison to most things in general life.”
Ideation
Each film was tailored to spotlight specific details that Star Health wanted to emphasize, which we made sure to stamp the notice on for the audience.
For instance, one of the films showcases how easy it is to subscribe to insurance via a QR code on a phone, another focuses on using a laptop, while the third demonstrates the process with a physical letter.
These films vividly illustrate how users could swiftly and effortlessly make payments using Star Health’s advanced features.
So when crafting the storylines, we made sure they revolve around relatable everyday situations, mainly to show how the protagonists seamlessly navigate the payment process.
This ensures that the audience gains a clear understanding of the time that is required compared to their daily tasks. The narratives were designed not only to highlight these details but also to showcase the platform’s user-friendly nature.
Production
Once we finished the scripts and visual scripts, he hopped on to production keeping the client’s brand guidelines, users, film purpose, and platforms in mind.
The characters were designed to bring in the Indian appeal through their features, attire, spaces, scenes, and core habits. For example, in the cricket story, our main character was depicted as a diehard cricket fan, dressed in fan gear with face paint, immersed in an ambiance that mirrors the fervor many Indian cricket fans share.
Our main objective was to maintain a balanced pace throughout, preserving the essence of the product’s “It only takes 3 seconds” feature, where the daily tasks and the timers were in highlight to match it. For this, we made sure to keep the visuals simple and minimalistic so that the audience could easily understand the feature.
A key challenge here was capturing the characters’ sense of urgency through animation and timing while ensuring the message remained clear within the time constraints of each film.
Outcome
The films left a remarkable impact on the Star Health audience, marking a lasting impression.
Not only did our films create a buzz around the very convenient UPI feature but they also effectively conveyed Starhealth’s message, effectively boosting awareness and engagement.
They also had a significant impact on Star Health’s marketing efforts, a full-rounded outcome through and through!
Credits
Client
Star Health Insurance
Brand Director
Kashyap G
Agency
Vivi5 Studios
Creative Direction
Rita Dhankani
Executive Production
Mehul Mahicha
Line Producer
Souharddya Basu
Script
Tanvi Shenoy, Anisha Das, Rita Dhankani
Storyboard and Character Design
M Anantha Krishnan
Animatics, Look & Feel and Composting
Chinmay Desai
Animation
TinyDreams Media
Animation Director
Rita Dhankani, Mehul Mahicha
Sound Studio
VoiceBox Productions