MUMBAI: Max Bupa Health Insurance has launched a new brand campaign showcasing Max Bupa‘s flagship product Heartbeat Family First which covers 5 generations.

Conceptualized by Max Bupa‘s advertising agency Lowe Lintas, the seven week multimedia campaign has been launched with a television commercial that features five generations of a single family.

Max Bupa has introduced its new brand campaign with the family theme to cater to the needs of Indian families, who want to secure the health of their loved ones. The core proposition of the campaign is that with Max Bupa, the customers have the option of buying one health insurance, for their entire family, whether small or big.

The campaign is being aired across Hindi entertainment channels as well as English and Hindi news movie and regional channels. It has a print, digital and radio plan which will be rolled out during the third week of the campaign.

The campaign is based on the insight that families‘ health is a key priority for people across India and they seek products that can meet the need of all their family members.

Max Bupa director- marketing Sevantika Bhandari said, "In India we value our families and take care of them. With the increasing health care costs, having a health insurance cover for all family members is essential. Whatever the family size, small or big, Max Bupa has a Health Insurance plan that covers up to 5 generations and 13 relationships in one policy."