Aditya Birla Health Insurance launches product campaign

By A Correspondent

Aditya Birla Health Insurance has entered the market with an aim to expand the category to wider customer segments with a campaign titled “SehathaitohZindagiBehad Hai”.

Said Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group: “The health insurance industry is currently synonymous with Mediclaim and the reimbursement of hospitalisation expenses. Aditya Birla Health Insurance wishes to change that perception with its never-before products that promote health and health insurance, for all. Our campaign is designed to provoke mass India to self-realise the importance of health assurance and health insurance, while highlighting our very differentiated features that enable and encourage to do so”

Added Agnello Dias, Chief Creative Officer, Taproot Dentsu: “The Aditya Birla Health Insurance campaign followed an unusual process of not only casting real, non-actors but also shooting them live reacting to the stimulus for the first time in real time. Raw human truths may not always be overly dramatic but sometimes they can be unexpected due to being non-scripted, the attempt is to capture those realities.”