#RakhoPooraKhayal urges Aditya Birla Health Insurance in latest campaign with Vidya Balan

The film has been conceptualised by Madison BMB; social media roll-out is being handled by Mindshare

e4m by exchange4media Staff
Updated: Dec 26, 2019 11:58 AM
Vidya Balan for Aditya Birla Health Insurance

Aditya Birla Health Insurance Co. Limited (ABHICL), the health insurance subsidiary of Aditya Birla Capital Limited (ABCL), has announced the launch of its latest campaign – “Rakho Poora Khayal”– an awareness campaign that urges women to complete the protection circle by influencing and purchasing health insurance for themselves and their families. This high-octane campaign has been launched across ABHICL’s social media platforms. The campaign promotes the brand's belief that the healthiest version is the best version, which helps to fulfil the life goals of an individual and their families.

The campaign narrative states that women are constantly concerned about the well-being of their family and their contribution towards taking care of the family’s health is unmatched. Therefore, through this campaign, ABHI aims at motivating and urging women to complete the health protection circle by helping to choose the right ‘health’ insurance for themselves and their families. The purpose of Aditya Birla Health Insurance as a brand is to motivate people to focus on the wellness and health element of health insurance.

ABHI does not believe in preaching to people about what it believes to be right for them. Instead, through its communication, the brand poses relevant questions regarding health and wellness with intent to motivate women to think about the role health insurance can play in their life and self-realize their needs. The brand believes when people self-realize their needs they are more committed to taking action towards fulfilling them. This video embraces the same brand philosophy of self-realization.

The films open with Vidya Balan seated beside the woman of the house. The woman is seen encouraging her slightly overweight husband to do 5 more crunches. Vidya applauds as the husband tries hard to do one more crunch and asks the woman ’Sab ke fitness ka khayaal kaun rakhta hai?’ The lady looks at Vidya and nods again in approval. We see a Khayaal-o-Meter which looks like a speedometer. The needle moves from 1 to 25. The lady of the house sees the needle move and looks excited to see her progress.

You will see Vidya Balan straightening the shawl on the shoulder of an old woman while asking ‘Sab ke medicines ka khayaal bhi aap hi rakhti hongi, hai na? The lady of the house is meanwhile checking and giving the old woman medicines. She looks at Vidya and nods vigorously and smiles. The needle moves from 25 to 50 on the Khayal-o-Meter/Care Meter. The lady of the house again looks ecstatic seeing the needle move because of her deeds.

Towards the end of the film, Vidya Balan looks at the lady and pointedly Sab ke health ka itnaa khayaal rakte ho. Par bin bulaaye beemariyon se protect karne vaali health insurance ka khayal kaun rakhta hai? The lady has a perplexed expression on her face. She notices the vacant space on the Khayaal-o-Meter and notices that the needle is not moving towards 100. She doesn’t know what to say. Vidya Balan has an iPad in hand with the Aditya Birla Health Insurance page open. She shows it to the lady and says, ‘Pata hai Aditya Birla Health Insurance plan rakhega aap aur aapke parivar ko healthy bhi aur protected bhi.’ The lady smiles in acceptance and realization. The lady clicks on submit on the Aditya Birla Health Insurance Plan page and we see the Khayal-o-Meter going from 75 to 100, thus completing the circle. You see the hashtag: #RakhoPooraKhayaal.

Both Vidya Balan and the lady say, ‘Ab hum auratein rakhenge poora khayal!’ At the end of the film, the brand comes in, encouraging consumers to take a simple step towards enhancing and protecting their and their family’s health. Their answers are linked seamlessly to Aditya Birla Health Insurance and the brand’s distinctive product offerings.

Speaking about the campaign, Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital Limited said, “As a brand, we are committed to provoking our customers to self-realize their protection needs and to opt for the right health insurance solution. At Aditya Birla Capital our constant endeavour is to share all perspectives on life and money with our customers so that they can make an informed decision for what’s right for them and their family. With ‘Rakho Poora Khayal’, we intend to leave women with the following questions, ‘Are you doing enough to protect your health?’ ‘Is your family completely protected?’ Self-Realization will help them veer the family conversation and discussion towards taking adequate protection for their and their family’s health.

Mayank Bathwal, CEO, Aditya Birla Health Insurance said, “The role of health insurance in the larger scheme of keeping the family healthy has not been explored. Traditionally, health insurance communications have seemed to communicate directly with the men of the house. This has further played a role in establishing health insurance as a finance tool for serious health problems which is perceived to be outside the domain of women. Through ‘RakhoPooraKhayal’ initiative, our attempt is to raise awareness among Indian women to be the ‘Total Health Guardian’ of their family and complete the circle of protection. This campaign aligns with ABHI’s purpose of inspiring individuals and families to put their ‘Health First’ and our philosophy of ‘Health Insurance for all’

The film has been conceptualized by Madison BMB and directed by Parikshit Vaidya of Abstract Films. The storyline and narrative have been created by the team of Madison BMB (Rohan Joseph, Vinod Rakhade, Kamakshi Kabra, Kim Solomon and Raj Nair). The social media roll-out is being handled by Mindshare.

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