MUMBAI: Aditya Birla Health Insurance Co. Limited (ABHICL), the health insurance subsidiary of Aditya Birla Capital Limited (ABCL), has announced the launch of its latest campaign – “Rakho Poora Khayal”– an awareness campaign that urges women to complete the protection circle by influencing and purchasing health insurance for themselves and their families. This high-octane campaign has been launched across ABHICL’s social media platforms. The campaign promotes the brand belief that the healthiest version is the best version, which helps to fulfil life goals of an individual and their families.
The campaign narrative states that women are constantly concerned about the well-being of their family and their contribution towards taking care of family’s health is unmatched. Therefore, through this campaign ABHI aims at motivating and urging women to complete the health protection circle by helping to choose the right ‘health’ insurance for themselves and their families. The purpose of Aditya Birla Health Insurance as a brand is to motivate people to focus on the wellness and health element of health insurance.
ABHI does not believe in preaching to people about what it believes to be right for them. Instead, through its communication, the brand poses relevant questions regarding health and wellness with intent to motivate women to think about the role health insurance can play in their life and self-realize their needs. The brand believes when people self-realize their needs they are more committed to taking action towards fulfilling them. This video embraces the same brand philosophy of self-realization.
Aditya Birla Capital Limited chief marketing officer Ajay Kakar said, “As a brand, we are committed to provoking our customers to self-realize their protection needs and to opt for the right health insurance solution. At Aditya Birla Capital our constant endeavour is to share all perspectives on life and money with our customers so that they can make an informed decision for what’s right for them and their family. With ‘Rakho Poora Khayal’, we intend to leave women with the following questions, ‘Are you doing enough to protect your health?’ ‘Is your family completely protected?’ A self-realization will help them veer the family conversation and discussion towards taking adequate protection for their and their family’s health.
Aditya Birla Health Insurance CEO Mayank Bathwal said, “The role of health insurance in the larger scheme of keeping the family healthy has not been explored. Traditionally, health insurance communications have seemed to communicate directly with the men of the house. This has further played a role in establishing health insurance as a finance tool for serious health problems which is perceived to be outside the domain of women. Through ‘RakhoPooraKhayal’ initiative, our attempt is to raise awareness among Indian women to be the ‘Total Health Guardian’ of their family and complete the circle of protection. This campaign aligns with ABHI’s purpose of inspiring individuals and families to put their ‘Health First’ and our philosophy of ‘Health Insurance for all’
The film has been conceptualized and implemented by Abstract Films. The storyline and narrative have been directed by Rohan Joseph and Vinod Rakhade of Abstract Films. The social media roll-out is being handled by Mindshare.
