Success or Health? Asks Aditya Birla Capital
Aditya Birla Health Insurance Co. Limited (ABHICL), the health insurance arm of Aditya Birla Capital Limited (ABCL), today announced the launch of its latest TVC – Game of Choice – an advertising campaign that urges people to evaluate their health goals in their quest for success. This high-octane campaign has been launched across 45+ television channels and social media platforms.
The campaign POKES, PRODS and PROVOKES people to realize how they tend to neglect their health, when faced with a choice between their life goals and fitness. It also incentivizes healthier lifestyle choices with upto 30% of health insurance premium in the form of HealthReturnsTM, as long as they put their ‘Health’ first!
Speaking about the TVC launch, Mr Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital said, “Would you rather choose health without success, or success without health? The answer isn’t that simple. Because when presented with this difficult choice, we realize that no amount of success is worthwhile without the good health needed to enjoy it. We do not want to choose one over the other and indeed, we shouldn’t have to. But we do take one for granted – our health. With this ‘Game of Choice’, we intend to provoke people into questioning their priorities and encourage them to choose health as a priority life goal, one that is equally important as their career aspirations.”
Agnello Dias, Chief Creative Officer – Taproot Dentsu said, “People are generally hazy about the link between their emotional health and physical health. Aditya Birla Health Insurance Co. Ltd’s ( ABHICL) campaigns in the past, and this one, aim to provoke hardworking professionals into asking uncomfortable questions to themselves. Answers to which, they know they have, but not too keen to confront and are therefore pushed far back into their minds. The stark, clinically real treatment chooses not to couch this reality in the delusional comfort of creative hyperbole."
Pallavi Chakravarti, Executive Creative Director – Taproot Dentsu added, “'Between being a star performer at work and being frequently or seriously ill, no one in their right mind would pick the latter. Yet, we find that in the race to choose success, health is often left behind. Trouble is, TELLING people this is preachy. But letting them DISCOVER it for themselves, is what Aditya Birla Health Insurance Co. Ltd. ( ABHICL) wanted this campaign to achieve, so that customers can use the brand to strike the right balance in their lives.”
In today’s fast-paced world, health generally tends to take a backseat, given hectic schedules and the luxury of having everything at our fingertips. With many of us finding it hard to make time for regular fitness activities, such unhealthy lifestyle and dietary choices can potentially lead to an increase in diseases such as high blood pressure, diabetes and heart ailments etc.
Creative Execution: Our TVC adopts a game show format wherein three hardworking professionals are pushed into an uncomfortable space, by getting them to choose between health and success. They find these choices extremely unfair but when pushed to choose one, all of them choose health over success. The film thus wants people to self-realize that if we want both health and success, why aren't we prioritizing our health at all.
Team on TVC
Agency: Taproot Dentsu India
Pallavi Chakravarti – Executive Creative Director
Apoorva Jain – Creative Group Head
Ayesha Ghosh – General Manager
Gaurav Phull – Group Account Manager
Vrinda Nair – Account Supervisor
Production House: Early man Production
Producers: Anand Menon and Milin Shah