Home >> Marketing >> Article

Max Bupa launches brand campaign ‘Go Active’ to nudge Indians to make ‘Health a Habit’

14-March-2018
Font Size   16
Max Bupa launches brand campaign  ‘Go Active’ to nudge Indians to make ‘Health a Habit’

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 ‘Go Active’ 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 or may not be used even once a year. Complementing the disruptive product – ‘Go Active’, 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 Go Active – 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 Go Active 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."

She continued, "The brief for the creative agency was simple –break this stereotype and re-imagine what health insurance should do. Make people realize that Go Active 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 Go Active 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 MaxBupa 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#HealthKiHabitamong 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 at the time, 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’.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

Colors Kannada, Asianet, SUN TV and Star Maa retained the lead positions in their respective markets, according to the Week 27 data released by BARC.

The campaign establishes an emotional connect with JSW Cement’s eco-friendly cement promising longevity and durability of a home

Your weekly news roundup, a summary of some of the stories to keep an eye on