Adgully Exclusive | A Promise of health for your loved ones: Max Bupa's Shefali Chhachhi
Speaking exclusively to Adgully, Shefali Chhachhi, Director-Marketing, Max Bupa, highlighted the objectives and key highlights behind this interesting initiative.
Speaking about the client's brief, she said, "Health Promise is a novel initiative by Max Bupa to help people put their health first. Therefore advertising was required to create awareness about need to put health first and spread the message across on benefits of healthier living."
The idea was to create a pan India movement which highlights the need to focus on health and then activate health promise amongst the target audience helping people to take care of their health. This movement will enable people to give priority to their health first and at the same time encourage them to make a health promise for their loved ones.
Talking about the objective and idea of this campaign, she said, "Through this initiative we want people to take the first step towards being healthy by stating their health concern for their loved ones and we will help them in addressing these concerns, by providing them expert advice and access to quality healthcare.
This initiative is backed by the study conducted on the insights on people's attitude and perceptions on chronic diseases. According to the Bupa Pulse Study; in India, 40 per cent of people are unhealthy and almost 1 out of every 10 is obese.
She says, "Since, we help our customers keep their "health' first, these findings were intriguing enough for us to create a platform where people take the promise for their loved ones and we help them achieve it.
Also, the idea behind launching this initiative is not only to make people realize the importance of healthier living but also encourage them to take out some time from their busy schedules and take steps to ensure a healthy living. "We strongly believe that this initiative will help in spreading the message of putting your and your families' health first," saysShefali.
Max Bupa will enable people in putting their health first by providing a platform, that is - www.yourhealthfirst.in ' a health information website, which will provide an interactive medium to share their health concerns, provide health information, actionable tips, and expert advice and also link them to specialist health care services as per their requirements.
The movement began on 18 August with the launch at Lakme Fashion Week, Mumbai and will be supported with TV, print and digital messages and a series of on ground activities to build awareness about health across India over the next few months. The aspiration is that movement will pick up pace and will continue to gather momentum in the years to come.