Campaign India Team
Jan 21, 2019

Aditya Birla Capital pushes importance of health with 'game of choices'

Watch the film conceptualised by Taproot Dentsu

Aditya Birla Health Insurance has rolled out a film which urges people to evaluate their health goals during their quest for success. 
The film was conceptualised by Taproot Dentsu and features three professionals play the 'game of choices'. It gets them uncomfortable by asking them to pick between health and success at work. 
Ajay Kakar, CMO, 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 realise 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, CCO, Taproot Dentsu, said, “People are generally hazy about the link between their emotional health and physical health. Aditya Birla Health Insurance Company's 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, ECD, 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 Company wanted this campaign to achieve, so that customers can use the brand to strike the right balance in their lives.”
Client: Aditya Birla Capital
Creative agency: Taproot Dentsu India
ECD: Pallavi Chakravarti
Group creative head: Apoorva Jain
GM:  Ayesha Ghosh 
Group account manager: Gaurav Phull 
Account supervisor: Vrinda Nair
Production House: Early man Production
Director: Soaeb
Producers: Anand Menon and Milin Shah
Campaign India

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