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Insurance Samadhan is technology-enabled insurance grievance redressal platform solving problems of policyholders who experience wrong selling, fraud or claim rejection in health, life or general insurance. Functioning in an industry that mostly communicates with consumers with regards to selling a policy and paying premiums, Insurance Samadhan wanted to build conversations around difficult experiences consumers go through because of a false promise, fraud or incorrect information, and create awareness and educate people about a samadhan (solution) for their woes.

With the purpose of driving consumer engagement, awareness, user acquisition and adoption, Insurance Samadhan partnered with Nukkad by Stage, a content marketing platform.

The objective of Nukkad was two-fold:

  1. Business-driven: Generating leads, new user/case registrations, customer feedback generation, driving users to the website, ultimately leading to increased adoption
  2. Brand reach: Increase brand awareness, educating consumers and deep understanding of the offering

The platform integrated Insurance Samadhan’s key offerings in the weekly show on financial literacy, ‘P Bole Toh Paisa’, where the host simplified the complex topic of insurance and the ways to tackle grievances through a one-month campaign.

Nukkad by Stage designed the month-long, four-episode weekly show as thus:

  1. Acknowledgement of grievances; Laying down the problem statement: The first episode seeded the conversation on wrong selling and fraud. It encouraged them to share their stories. ultimately driving the user to state the problem statement and introduce Insurance Samadhan.
  2. Establishing brand credibility and trust: This episode featured real-life stories of users who faced insurance grievances and were offered a solution by Insurance Samadhan, thus helping establish build brand credibility and educating customers.
  3. Integrating current offerings: Built-in Insurance Samadhan’s Covid offering designed to help in times of need in the episode.
  4. Lasting impact: Final episode was designed to establish Insurance Samadhan as go-to in case of claim rejection.

All episodes were followed by polls to collect customer feedback that further enabled Insurance Samadhan to customise its offerings.

The example of one of the episodes:

Through the content initiative, the brand was able to build engaging conversations amongst users and Insurance Samadhan across the campaign with over one crore (10,738,128) reach, 44 lakh+ (44,59,760) views and 50,000+ (50,093) engagement.

74.5% of the audience engaged belonged to the 30+ age group and key demographics — Uttar Pradesh, Maharashtra, Delhi, Madhya Pradesh, Gujarat, Rajasthan, Bihar, Haryana and Punjab.

The campaign was able to generate 300+ new leads and 120+ cases were registered. A total claim of 1 crore+ registered on the platform.

The platform garnered close to 4,450 poll engagements and 46,000 link clicks on the landing page.

Vinay Singhal, Co-Founder and CEO, Stage, said, “At Stage, we strongly believe that there is a Bharat in every metro and India in every small town. Hence, our approach to content marketing believes in striking a chord with consumers via deep conversations and adding real value to their everyday lives. We go beyond the traditional ways of building brand recall and integrate client’s messaging deep into our content that helps users remember the brand amid a plethora of content he is exposed to via multiple platforms. For Insurance Samadhan, we were able to deliver not just increased brand awareness but also impact business metrics and drive user acquisition.”

Deepak Bhuvneshwari Uniyal, Co-Founder, Insurance Samadhan, said, “I thank the team for a fabulous and successful campaign. Right from the ideation stage, they worked very closely with us and built a very innovative campaign that not only helped us build the brand but also enabled customer acquisition. They are a very passionate team and I look forward to creating such great campaigns with them in the future.”

How has your content initiative made a difference to the brand’s purpose? Have a case study to showcase your great work and get noticed? Write in to Tejal Parmar at