Aditya Birla Health Insurance launches #FitnessKaUltimateInfluencer Campaign

Aditya Birla Health Insurance Company Ltd. (ABHICL), the Health Insurance subsidiary of Aditya Birla Capital Limited, a significant non-banking financial services company has announced the launch of its campaign #FitnessKaUltimateInfluencer to communicate the benefits of Activ Fit - an insurance plan that is tailored specifically for the young and healthy audience. It has partnered with popular fitness influencer and actor, Ali Fazal, for the same.

#FitnessKaUltimateInfluencer depicts Activ Fit, the newly launched insurance plan by ABHICL, as an ultimate influencer for fitness, enabling the young generation to adopt a holistic fitness regime and get rewarded for their healthy behaviour.

The campaign has been designed keeping the young and healthy customer segment at the center. The films have been shot in a reel format to engage with the audience in their media consumption space. The films begin with an exercise tutorial reel with leading fitness influencers showcasing the benefits of exercising and jogging for staying fit. Ali Fazal then makes an appearance by photobombing himself into the reel and introduces ABHICL’s health insurance plan, Activ Fit, as #FitnessKaUltimateInfluencer. He then moves on to, talking about the product benefits for the customers.

Key features of Activ Fit:

·         10% instant and early bird discount

·         Up to 50% HealthReturns

·         100% unlimited sum insured refill and many other rewards

Mr. Mayank Bathwal, CEO, Aditya Birla Health Insurance said, “Millennials today account for over 34% of our population. We at ABHICL, see a huge potential in this under-penetrated segment. #FitnessKaUltimateInfluencer has been created to establish positive engagement with the young population by informing them about Activ Fit, a plan especially designed for the young and healthy.  It rewards their healthy lifestyle with attractive and instant discounts along with HealthReturns^TM and plays the role of an ultimate influencer of fitness in their lives. The campaign re-affirms our commitment of being a "HealthFirst" company that aspires to go beyond traditional health insurance practices.”

ABHICL is also leveraging Augmented Reality (AR) to provide an immersive Activ Fit AR Experience wherein Ali Fazal engages with users to elaborate on #FitnessKaUltimateInfluencer campaign & the benefits of the Activ Fit plan. This initiative will enable ABHICL to achieve higher customer engagement as people will be able to share their AR experience on social media platforms.

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