Insight:  
In India, the complexity of health insurance deters widespread adoption. Recognizing this, Royal Sundaram identified a need for simplicity and accessibility to promote health security across diverse demographics.

Strategy:  
We adopted a communication strategy that reframed the low cost as an advantage, focusing on the high value offered. The message "priceless priced right" was crafted to convey that while the insurance is accessible, the protection and peace of mind it provides are invaluable, emphasizing that essential health coverage should be within every Indian's reach.

Creative Solution:  
The campaign creatively highlighted the concept of accessibility, emphasizing that quality health insurance is not only a necessity but a right for every Indian. This approach reinforced the value of the insurance as indispensable, aligning with the idea that it's thoughtfully priced to be within reach for everyone, making it a symbol of care and protection for the entire nation. Extending this - we made sure our communication and visual imagery was accessible and understandable to every Indian regardless of education, age or income.