MediBuddy launches #PowerUpGuys campaign to empower men’s physical and mental health

MediBuddy launched its #PowerUpGuys campaign to inspire men to take charge of their physical and mental wellbeing this International Men’s Day. The campaign aims to address the growing concern around men neglecting their health both mental and physical and urges them to treat self-care as an essential part of everyday life.

Reimagining men’s health as a video game, #PowerUpGuys brings to life the challenges men face every day battling invisible enemies like stress, skipping essential health check-ups, and running on low energy due to lifestyle neglect. Through nostalgic 8-bit visuals, relatable humour, and a light-hearted tone, the film encourages men to “power up” by talking openly about their mental health, prioritising preventive check-ups, and making conscious lifestyle choices. Each level in the film represents a stage of life that men often navigate silently, reflecting how emotional and physical health are deeply interconnected.

Despite growing awareness, many men in India continue to ignore or delay seeking medical care until symptoms become severe. As highlighted in several surveys and studies, doctors observe that Indian men are significantly less likely than women to seek timely help, often waiting until an illness disrupts their routine before consulting a professional. This hesitation is rooted in stigma around vulnerability, social expectations of “staying strong,” and limited awareness of preventive health practices. #PowerUpGuys addresses this mindset head-on, reframing self-care as a sign of strength and responsibility, and encouraging men to take proactive steps towards both physical and mental wellbeing.

Speaking about the campaign, Manu Sankar Das, Head of Brand Marketing at MediBuddy, said, “Men often put their health on the backburner, prioritising work or responsibilities over their wellbeing. With #PowerUpGuys, we wanted to change that narrative. By combining humour, nostalgia, and a familiar gaming format, the campaign encourages men to see health as a lifelong game where every good habit, open conversation, and timely check-up is a winning move. It’s time men power up for themselves and the people who count on them.”

Conceptualised and produced by MediBuddy’s in-house creative team, the film runs for 57 seconds and will be promoted across digital and social media platforms.