MAM

Success or Health? Asks Aditya Birla Capital’s latest health insurance campaign

TVC encourages healthier lifestyle choices to earn upto 30% returns on health insurance premium

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/01/21/abcl.jpg?itok=Tgbj-t3k

MUMBAI: Aditya Birla Health Insurance Co. Limited (ABHICL), the health insurance arm of Aditya Birla Capital Limited (ABCL), today announced the launch of its latest TVC – Game of Choice – an advertising campaign that urges people to evaluate their health goals in their quest for success. This high-octane campaign has been launched across 45+ television channels and social media platforms.

The campaign POKES, PRODS and PROVOKES people to realize how they tend to neglect their health, when faced with a choice between their life goals and fitness. It also incentivizes healthier lifestyle choices with upto 30% of health insurance premium in the form of HealthReturnsTM, as long as they put their ‘Health’ first!

Speaking about the TVC launch, Mr Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital said, “Would you rather choose health without success, or success without health? The answer isn’t that simple. Because when presented with this difficult choice, we realize that no amount of success is worthwhile without the good health needed to enjoy it. We do not want to choose one over the other and indeed, we shouldn’t have to. But we do take one for granted – our health. With this ‘Game of Choice’, we intend to provoke people into questioning their priorities and encourage them to choose health as a priority life goal, one that is equally important as their career aspirations.”

Agnello Dias, Chief Creative Officer – Taproot Dentsu said, “People are generally hazy about the link between their emotional health and physical health. Aditya Birla Health Insurance Co. Ltd’s ( ABHICL) campaigns in the past, and this one, aim to provoke hardworking professionals into asking uncomfortable questions to themselves. Answers to which, they know they have, but not too keen to confront and are therefore pushed far back into their minds. The stark, clinically real treatment chooses not to couch this reality in the delusional comfort of creative hyperbole."

Pallavi Chakravarti, Executive Creative Director – Taproot Dentsu added, “'Between being a star performer at work and being frequently or seriously ill, no one in their right mind would pick the latter. Yet, we find that in the race to choose success, health is often left behind. Trouble is, TELLING people this is preachy. But letting them DISCOVER it for themselves, is what Aditya Birla Health Insurance Co. Ltd. ( ABHICL) wanted this campaign to achieve, so that customers can use the brand to strike the right balance in their lives.”

In today’s fast-paced world, health generally tends to take a backseat, given hectic schedules and the luxury of having everything at our fingertips. With many of us finding it hard to make time for regular fitness activities, such unhealthy lifestyle and dietary choices can potentially lead to an increase in diseases such as high blood pressure, diabetes and heart ailments etc.

Creative Execution: Our TVC adopts a game show format wherein three hardworking professionals are pushed into an uncomfortable space, by getting them to choose between health and success. They find these choices extremely unfair but when pushed to choose one, all of them choose health over success. The film thus wants people to self-realize that if we want both health and success, why aren't we prioritizing our health at all.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/20/kumbh.jpg?itok=Chltbhwl
World’s largest human gathering becomes platform for innovative healthcare campaigns

India is playing host to people from over 100 countries at Divya Kumbh 2019 at Prayagraj where over 15 crore people are visiting to take a dip in the holy waters of sangam.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/20/josp.jpg?itok=7si5YaS-
Joseph Radhik, Joshua Karthik launch 4th edition of PEP Asia Summit

Joesph Radhik and Joshua Karthik are launching the fourth edition of PEP Asia on 20 February to bring together the community of portrait, photojournalism, wedding, wildlife, architectural, landscape photographers among others in India and neighbouring countries.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/20/sirona.JPG?itok=7dGxe8as
Sirona’s new campaign encourages women to ‘rise up with menstrual cups’

In a bid to encourage women to move past pads and switch to comfortable, convenient, and environment-friendly menstrual cups, menstrual and intimate hygiene products brand Sirona has launched a new video campaign.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/20/iyer.jpg?itok=g0PDCAey
DViO Digital wins creative, digital marketing mandate for Theobroma

Theobroma, a pan India chain of patisseries has chosen DViO Digital as its creative and digital marketing partner.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/20/bekc.jpg?itok=28uXTbAH
BECKFriends.com to build a global travel meets logistics business with their new partnership program

BECKFriends.com, a first-of-its-kind peer-to-peer shipping and logistics facilitator platform that integrates travel with logistics, has been recognized as a ground-breaking idea since its very beginning.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/20/saumitra.jpg?itok=bYm1kdXr
Camlin investing in product development, not TV ads

Be it the hilarious ad of its permanent markers that showed a dead man resuscitating back to life because of its indelible power or an emotional and sensitive ad of a little school kid sharing his colour set and sketchbook with a poor boy, Camlin India had once been in the race of most iconic ad...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/19/ipsos_0.jpg?itok=m1IuH7qA
Consumer Confidence slips in February: Thomson Reuters-Ipsos PCSI Study

The India Primary Consumer Sentiment Index (Consumer Confidence), as measured by Thomson Reuters in partnership with Ipsos,has shown a downward slide in February by 0.9 percentage points.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/19/ek.jpg?itok=9Dhcnw2C
Praveen Kenneth launches ‘Ek Desh, Ek Hum’ platform

The founder of Law&Kenneth and former chairman Law&Kenneth | Saatchi & Saatchi, Praveen Kenneth, has launched the platform ‘Ek Desh, Ek Hum’ with a video that stresses on the ‘Stronger Together’ theme.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/19/svg.jpg?itok=rCOq0YnY
SVG Media partners BirdEye to launch customer experience platform in India

SVG Media, a digital marketing platform from Dentsu Aegis Network Company, has announced a strategic partnership with US-based BirdEye in India.

MAM Media and Advertising Digital Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories