Max Bupa amplifies difference between reel life and real life for selling insurance

Max Bupa has launched a new multimedia campaign aimed at attracting new customers into the health insurance fold, based on the insight that people believe they are 'invincible' or 'it can't happen to me'. With this insight, the company has rolled out a television-led campaign that'll be supported by press and outdoor.

The TVC features a man driving down for his daughter's birthday party. He suddenly suffers a massive heart attack. Stumbling out of the car with jumper cables, he attaches them to the car battery and gives himself a jolt of electricity - that helps him recover instantly. The VO/Super announces, 'Aisa sirf filmon mein hota hai. Asli zindagi mein aapko zarurat hogi hospital ki aur bharosemand health insurance ki.' The film ends with the man recuperating in the hospital with his family around him. 

Commenting on the campaign, Shefali Chhachhi, marketing director, Max Bupa Health Insurance said, “Given the Indian market context, we wanted to make people aware about the need for taking care of their health and plan for it. Through this campaign we want to get people to take time to think about their family’s health insurance needs and act now.”

Sambit Mohanty, executive creative director, Bates141 added, “It isn’t enough to pause and think about health insurance – rather, people have to be jolted into actively seeking it. That’s how we came up with the idea of a man who manages to save himself using extraordinary means – something that’s impossible in real life; thus highlighting the need for reliable health insurance.”

Sailesh Wadhwa, group planning director, Bates141 says, "Growing up on generous helpings of 'unquestionable faith in god' and 'invincibility of bollywood heroes' we Indians have developed a psyche that 'nothing happens to us'. Selling health insurance to such a mindset required a nudge that had to be nothing less than a 'Wake-Up Call'.

Credits:

Client: Max Bupa Health Insurance

Agency: Bates141

National creative director: Sagar Mahabaleshwarkar

Creative: Sambit Mohanty

Planning: Sailesh Wadhwa

Director: Sonal Dabral

Production House: Lemon Tree Films