MAM

Niva Bupa's new campaign encourages customers to enjoy life

This is the first campaign from the company since it rebranded itself as Niva Bupa in July.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/11/24/max-health.jpg?itok=uMeH1WE2

Mumbai: Niva Bupa Health Insurance Company Ltd (formerly known as Max Bupa Health Insurance Company Ltd) has announced a new brand campaign titled ‘Zindagi Ko Claim Kar Le.’ This is the first campaign from the company since it rebranded itself as Niva Bupa in July this year.

With the new campaign, Niva Bupa brings a fresh perspective to the category narrative which implies that health insurance is for freedom and not constraints. The company aims to democratise health insurance and play the role of an enabler which would eliminate the fear element often associated with the health insurance category, it said in a statement.

“At Niva Bupa, the brand philosophy is to humanise and de jargonise the health insurance category and play the role of an enabler that gives consumers the confidence and freedom to claim the countless magic moments that life has to offer," stated Niva Bupa senior VP and head of marketing Nimish Agrawal. "‘Zindagi Ko Claim Kar Le’ is a way to urge our consumers to live life to the fullest and leave the worries to us, should any unfortunate incident happen.”

The campaign has been created by Glue Creatives and captures real-life situations in the lives of consumers. It showcases how health insurance enables people to accumulate experiences and build memories. The TVCs comprise a series of three films, directed by Shlok Sharma. “It is rare to get a script that brings out such a sincere product in such an interesting way. Add to that, the range that we have covered in the films around the product makes it truly engaging. These films by Niva Bupa got me very excited at their approach of being light-hearted with such convenient, user-friendly features at their core," said director Sharma.

The brand campaign will kick off with a phygital media mix across traditional channels like TV, print, and radio along with digital platforms. The high decibel campaign covers 100+ town clusters with its radio reach. The TV plan covers 35+ channels which include leading news channels such and popular television shows. The print plan covers 15 cities and 35 town clusters across leading publications. The ad will also be run during primetime on movie channels such as Star Gold, Zee Cinema, with a total of 9300+ spots spread over three weeks, said the brand in a statement.

“In the insurance category, what works more than the individual products is the brand promise. So, once we had cracked the proposition ‘Zindagi Ko Claim Kar Le,’ we knew we were onto something good," said Glue Creatives founder and creative director Gautam Mehtta. "Co-creating the world of Niva Bupa where individuals are out pursuing life experiences was great fun with the very supportive clients at Niva Bupa and a fabulous director like Shlok, who understands the nuances of keeping the storytelling very relatable and real."

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/02/car-boli.jpg?itok=MWOf9m7T
Yellophant Digital bags digital marketing mandate for CarBoli

Yellophant Digital, an alliance of Merge Infinity Global, acquired the mandate for CarBoli, an online portal for selling pre-owned cars.

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/02/jagatjit_industries.jpg?itok=Qj2mXOlk
Pulp Strategy wins digital mandate for Jagatjit Industries

Mumbai: Producer of IMFL brands in India, Jagajit Industries Ltd (JIL) has awarded its digital mandate to independent digital agency Pulp Strategy. JIL is an integrated distillery manufacturing potable alcohol in Asia, with in-house facilities for producing molasses and non-molasses-based potable...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/02/greencell.jpg?itok=FcDY4tVU
McCann Worldgroup bags branding mandate for GreenCell's shared e-mobility biz

Mumbai: E-mobility company GreenCell Mobility (GreenCell) has announced the appointment of global marketing services company McCann Worldgroup to manage the brand design & communication duties for its yet-to-be-launched B2C brand. McCann Worldgroup will manage the business from its Mumbai...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/02/alex_hesz.jpg?itok=r0eySwcA
dentsu International appoints Alex Hesz as global chief strategy officer

Mumbai: London-based dentsu International has announced the appointment of Alex Hesz as global chief strategy officer. Partnering with global CEO Wendy Clark and the dentsu international executive team, Hesz will shape and define the strategy, priorities, and long-term direction of dentsu...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/02/havas_group_1.jpg?itok=qKVUfSdK
Havas Group India restructures Havas Worldwide (Creative) leadership

New Delhi: Havas Group India has elevated Arindam Sengupta as chief client officer of Havas Worldwide India and head – Group Integration, here on Thursday. He was previously managing partner - West & South. The announcement is part of the phased restructuring of the Havas Worldwide (Creative)...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/02/urban_company_2.jpg?itok=m6bvzzHF
Urban Company launches free-video consult for appliance repairs

Mumbai: Tech-enabled home services marketplace Urban Company has now launched free video consultation for consumers for all its appliance repair services. The company will now help consumers to understand the exact issue and provide a diagnosis and cost estimate all through a video call.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/02/battlegrounds_1.jpg?itok=sFJth1YR
Battlegrounds Mobile India tackles obsessive gaming in new campaign

Mumbai: Online gaming has taken off in a big way in India, becoming a virtual social gathering for gamers and even a collective obsession for many. However, the fun and entertaining activity also has the potential threat of turning into an addiction that could lead to serious long-term effects. It...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/01/pg.jpg?itok=_9ifKynD
P&G Health raises awareness on Anaemia with a Guinness World Record

Procter & Gamble (P&G) Health & the Federation of Obstetric and Gynecological Societies of India (Fogsi) have created a unique world record for the largest number of videos of people saying the same sentence uploaded to Facebook in one hour.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/01/stash.jpg?itok=fH_REP9t
Stashfin unveils new brand identity with revamped logo

Singapore-based neo banking startup Stashfin has unveiled a new brand logo post an analysis of various customer segments and growing innovations in the technology industry.

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required