Max Bupa promotes everyday use health insurance plan to millennials

MUMBAI: Health insurance player Max Bupa has rolled out a new brand campaign that talks about its latest digitally-enabled everyday use health insurance plan ‘GoActive’ and aims to change the way Indians perceive health insurance, making it a part of their daily lives vis-à-vis a service that may or may not be used even once a year. 

Complementing the disruptive product ‘GoActive’, which is a simple unified plan that covers majority of health needs on-the-go including OPD, personal health coaching, health checks, hospitalisation and much more, the new campaign attempts to redefine how health insurance brands typically interact and engage with their customers.

The new TVC gives both — traditional health insurance policies, and GoActive – a human avatar to demonstrate their engagement and contribution to our daily lives. In the opening sequence, traditional health plans are depicted as furniture by virtue of their rare usage, whereas GoActive has been personified as a young, fit, interactive and engaging persona that stays with you 365 days a year, covering many more health aspects what traditional plan did not cover. The new campaign features actor and TV host, Aparshakti Khurrana, who personifies the new age health insurance plan.

Created by Contract Advertising, with an aim to promote healthy living and familiarising the nation with the digitally enabled Everyday Use Health Insurance Plan, the commercial will run across both tier 1 and 2 markets.

Contract Advertising India chief creative officer Ashish Chakravarty mentions, “Usual perception of health insurance is something that you buy and then put it in some file. Customers then almost forget about it unless there is a need for a big medical treatment. Max Bupa GoActive is a unique product that has been designed so that it is relevant and can be used almost every day of the year. So was born the idea of health insurance as a person who is with you in more ways than one.”

The campaign aims to bring in more young Indians into the health insurance fold, a change that is one of the effective ways to drive the country’s health insurance penetration, leveraging humour. The campaign leverages humour to connect with today’s evolving, younger audiences. Customers today want their health insurance plans to be more inclusive and cover health needs of more frequent nature, besides hospitalisation. Today’s tech savvy generation also needs everything at their fingertips – almost demanding a fully integrated digital product that offers everything on-the-go. The campaign focuses on these aspects to talk to the customers with what they really want.

Max Bupa SVP – marketing and head digital sales Anika Agarwal says, “The brief for the creative agency was to break the stereotype and reimagine what health insurance should do. Make people realise that GoActive will work with you 365 days a year for all your health needs on the go – related to illness and wellness. It is designed for today’s digital audiences and so the campaign will be aired on high affinity TV channels and will have a big online and digital play including mobile, to reach out to our target audiences.”

Despite India’s falling health graph, the country still has one of the lowest health insurance penetration levels in the world with less than 20 per cent of the population with any form of health insurance. Young Indians, in spite of their lifestyles and increasing incidence of illnesses, generally do not feel the need for health insurance owing to how they still see it as a financial decision that can be deferred, a contingency investment only for old age and a recurring expense with uncertain usage, while you are in the pink of health.

The three-week campaign with 40-second and 20-second ad spots will go live across leading television GECs, news channels, movie channels and leading regional channels, print publications and OTT media platforms in multiple languages such as English, Hindi, Marathi, Telugu and Kannada. Social amplification of the TV commercial will be done through digital platforms like YouTube, Facebook and OTT platforms such as Netflix, YouTube, Truecaller, etc. 

Latest Reads
L’Affaire, a luxury lifestyle Soiree by Godrej Group set to create a surreal experience this February

L’Affaire, a luxury lifestyle platform by the Godrej Group, is back with its third edition and is all set to bring together the who’s who from across Mumbai.

MAM Marketing MAM
RuPay becomes title sponsor for Pro Volleyball League

RuPay, the flagship product of National Payments Corporation of India (NPCI), acquired the title sponsorship rights of India’s newest franchise-based sports league, the Pro Volleyball League, which is set to start on 2 February.

MAM Marketing Brands
Ipsos India in overdrive with Mystery Shoppers

Barely two months since Ipsos launched Mystery Shopping in India, apart from marketers who are capitalizing on the opportunity for securing unbiased feedback from customers to improve products and services, there is also an interesting opportunity emerging from the consumer’s standpoint.

MAM Marketing MAM
Kalyan Jewellers hosts exclusive evening with Shweta Bachchan Nanda at Ahmedabad showroom

Kalyan Jewellers, India’s trusted and leading jewellery brand today hosted an exclusive evening for some lucky customers from the city.

MAM Marketing MAM
One Take Media Co acquires 3D Animation Show Nori-Roller Coaster Boy

One Take Media Co(OTMC), pioneer in Movies, OTT, VAS, kids contents expands its catalogue with the acquisition of sought after Nori–Roller Coaster Boy from Xrisp, South Korea.

MAM Marketing MAM
Rishi Vasudev to head Myntra-Jabong fashion and lifestyle division

Just a week after naming Amar Nagaram as the head of Myntra-Jabong, Filpkart has now promoted its fashion department head Rishi Vasudev to handle the additional responsibility of the fashion and lifestyle categories of its fashion portals Myntra and Jabong.

MAM Media and Advertising People
Pankaj Vasani wins ICAI’s “chief financial officer of the year” award 2018

Publicis Groupe’s Executive President & CFO, South Asia, Pankaj Vasani, has been awarded “CA CFO of the Year in the Media & Entertainment Sector” by the Institute of Chartered Accountants of India (ICAI) at the 12th ICAI’s Leaders & Business Excellence Awards held in Mumbai on 19...

MAM Media and Advertising Media Agencies
Bajaj Auto launches new brand identity ''The World’s Favourite Indian''

Bajaj Auto Ltd, India’s leading automobile company, has released its new identity as “The World’s Favourite Indian” to announce its dramatic transition from a domestic scooter maker to a global motorcycle powerhouse in only 17 years.

MAM Marketing Brands
Seven talented children emerge as the winners of the first edition of the IDBI Federal Quest For Excellence

After receiving thousands of entries from across the country and even internationally, IDBI Federal Life Insurance today announced the names of the seven talented children who have been selected as the winners of the first edition of the IDBI Federal Quest For Excellence #YoungChamps programme.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories