Max Bupa's campaign aims to break stereotypes around health insurance
Max Bupa, one of India’s leading standalone health insurance players, today 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/ 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, Hospitalization 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 such as OPD, Diagnostics and personalized health coaching – what traditional plan did not cover. The new campaign features actor (of ‘Dangal’ fame) and TV host, Aparshakti Khurrana, who personifies the new age health insurance plan.
Max Bupa’s new 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. The campaign leverages humor to connect with today’s evolving, younger audiences. It also sets a new benchmark with respect to the disruptive treatment of the commercial and its tonality. Both, the product and the campaign, are built on strong consumer insights and offer what today’s customers want from their health insurer. Customers today want their health insurance plans to be more inclusive and cover health needs of more frequent nature, besides hospitalization. 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.
Speaking on the campaign, Anika Agarwal, SVP – Marketing and Head Digital Sales, Max Bupa, said, “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% of the population with any form of health insurance. Also, amongst Young Indians, in spite of their lifestyles and increasing incidence of illnesses, they generally do not feel the need for health insurance owing to how they still see it – 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 brief for the creative agency was simple – break this stereotype and reimagine what health insurance should do. Make people realize that GoActive will work with you 365 days a year for all your health needs on the go – related to illness and wellness. Max Bupa has always attempted to stand apart in terms of how we communicate with our audiences and this campaign outreach is also differentiated. It is designed for today’s digital audiences, 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.”
Created by Contract Advertising, with an aim to promote healthy living and familiarizing the nation with the digitally enabled ‘Everyday Use’ Health Insurance Plan – Max Bupa GoActive - the commercial will run across both tier 1 and 2 markets.
Ashish Chakravarty, Chief Creative Officer - Contract Advertising India said, “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. Here we have a unique product, Max Bupa GoActive 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. We had fun trying to conceptualize this character; should he be a medical professional or a doctor. Then we cracked this concept of creating a Max Bupa man. With an inspired casting in the form of Aparshakti Khurana, we think we have found a sweet spot.”
The 3 week campaign with 40 seconds and 20 seconds ad spots will go live across leading television channels (General Entertainment Channels, News Channels, Movie channels and leading regional channels), print publications and Over the Top (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, True caller etc.
The new commercial will be bolstered by an intensive digital campaign that will drive conversations around #HealthKiHabit among Indians. The digital campaign will sustain conversations around what traditional health insurance plans offered and what a modern-day, digital-age health insurance plan such as Max Bupa GoActive offers.
In 2010, Max Bupa launched its business operation with ‘Your Health First’, a distinctive campaign in the health insurance space back then, which spoke to customers about prioritizing their health. Over the last 8 years, Max Bupa has strengthened its differentiated brand positioning through multiple campaigns like ‘Max Bupa Walk for Health’, ‘Family First’ and ‘30 minute cashless claims promise’.