Plum's ASMR marketing campaign changes insurance perception and promotes mental well-being

Plum is changing the way insurance is looked at and making insurance terms and jargon fun through its ASMR marketing campaign which was launched on February 5, 2024.

The series of videos produced by Plum is not just about entertaining content; it's a creative solution to address healthcare problems. Recognising the importance of sleep quality in overall health and well-being, Plum actively contributes to stress reduction through its  ASMR campaign, as per the company statement.

Shreyas Achar, Marketing Head, Plum, said, “At Plum, we playfully embrace the stereotype that insurance is often perceived as so dull that it induces sleep. We're dispelling this myth with our ASMR series, which turns insurance into an incredibly soothing experience. Plum's ASMR video goes beyond simple relaxation; it cleverly explains insurance jargon, turning complex phrases into an enjoyable audiovisual experience that redefines the traditional notion of insurance lulling you to sleep. At Plum, we're dedicated to finding unique and creative solutions to healthcare problems.”

Plum has also partnered with Neend, an app in sleep wellness. Neend's expertise in sleep wellness seamlessly aligns with Plum's vision of advancing well-being through inventive solutions, it statement further added.

Surbhi Jain, Founder and CEO, Neend said, "At Neend, we've spotted a rising trend in ASMR adoption among Indians. We are glad to join forces with Plum in this initiative and spread awareness about quality sleep by providing relaxing content. Moreover, beyond just insurance and sleep, this partnership is to address holistic well-being with our shared vision."