Make the meaning survive beyond the approved artwork

In 2019 I approved a regional-language campaign concept that made cashless service sound as though a customer would never have anything left to pay. A selected comprehension review with sixty readers showed that thirty-eight took away that broader meaning. The wording I had liked was shorter and more reassuring than the actual proposition. We withdrew it before wider release and worked with professional owners on a clearer explanation. In a subsequent review with the same readers, forty-six could describe the conditional nature of the service; fourteen still could not. That was a reason to continue improving the material, not a claim that the whole market now understood it.

I lead twenty-four marketing employees through three heads at Vezrqathi Health Assurance in Kozhikode, with eleven agency colleagues counted separately. My annual marketing remit is ₹17.2 crore and excludes commissions, underwriting and claims. The insurer’s ₹1,230 crore gross written premium describes a different financial measure. I report to the CEO and contribute management evidence when directors ask about communication and campaign spending. I have no statutory seat or beneficial holding. The distinction matters because marketing can explain an approved insurance proposition, but cannot use confident wording to create a benefit or settle a customer’s entitlement.

My later work questioned two other convenient shortcuts. In a small randomised invitation comparison, thirty-three requests in the additional-campaign group were not thirty-three requests proven to have been caused by that campaign. The usual-communication group produced twenty-seven. We kept the limited comparison visible and deferred a larger spending decision. A review of seventy partner placements then found twenty-four carrying superseded promotional material. Nineteen were corrected and five withdrawn, leaving sixty-five current placements rather than a claim that all seventy had been repaired. I would consider a CMO mandate that treats understanding, evidence and version control as part of the customer promise. For an outside-board contribution, I still need preparation and appointment assessment before turning management experience into a claim of readiness.

Current focus

Health-insurance communication that remains intelligible, evidenced and current after distribution.

Conversations I welcome

Insurer CMO mandates and a prepared first outside-board contribution after relationship and capacity review.