Max Bupa has rolled out a campaign for its 'GoActive' health insurance plan. Conceptualised by Contract Advertising, the film shows how the insurance plan can be used across the year, compared with other plans which are used just when a user is hospitalised.
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 per cent 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.The brief for the creative agency was simple; break this stereotype and re-imagine what health insurance should do. Make people realize that GoActive 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.”
Ashish Chakravarty, CCO, 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 GoActive 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 campaign went on air on 10 March. It will be running for three weeks across GECs.