MUMBAI: In its endeavour to emphasise and bring to attention how widespread serious illnesses are and how expensive it is to treat them, Religare Health Insurance has gone live with its first ever YouTube mast-head video. The message is that lack of proper financial planning and absence of adequate health coverage spiral into financial distress.

In order to highlight these underlying issues, the company has created a thought-provoking video that has received over 8 million views in a single day.

With the campaign, Religare Health Insurance apprises its audiences that some critical health issues such as cancer or coronary heart ailments have become far more common than we think.

Titled 'Be Responsible', the campaign urges people to be more responsible towards their loved ones by insuring their health; thus making them financially independent to manage any health-related misfortune.

Religare Health Insurance business head of digital and business development Sachin Maheshwari says, “We have observed that even first time buyers of health insurance are usually of relatively progressed age. This is because customers believed that they would not encounter any serious medical condition in their younger years. This campaign is part of our sustained efforts to apprise customers with facts that would enable them to secure themselves with a health insurance as early in their lives as possible.”

Religare Health Insurance wishes to bring a change in this behaviour and resolves to educate the younger audience which is why this day-long campaign was executed on the YouTube platform. It’s the first time a health insurance brand has taken a stance like this.