MxMIndia

Tag: Max Bupa

  • Is a reality check for Indians in these challenging times

    Isobar creates film for Max Bupa

    By A Correspondent

     

    Max Bupa Health Insurance, one of India’s leading standalone health insurance players, has launched a fresh 360-degree brand campaign, #AbNahiKharidogeToKab?. The campaign introduces a comprehensive health insurance cover of Rs 30 lakh at a monthly premium of only Rs 620.

     

    As part of the campaign, Isobar India has conceptualised and executed a digital film for Max Bupa.

     

    Talking about the campaign, Anika Agarwal, Director, CMO & Director – Digital Business, Max Bupa said: “We launched the #AbNahiKharidogeToKab? campaign to highlight health insurance as an absolute necessity and priority for everyone, especially now when Covid-19 cases are rapidly increasing in the country and medical costs are skyrocketing.  Health and protection have become the key themes for consumers in these times and the awareness of health insurance as a category is at an all-time high. So, the need for us as a brand to communicate effectively with consumers that this is the right time to buy health insurance, was key. The film also highlights the value-for-money health insurance proposition from Max Bupa, which is a prudent choice for customers in these trying times. We believe that Isobar has put across the point wonderfully through the digital rendition of the film.”

     

    Sharing his views on the campaign, Gopa Kumar, COO, Isobar India added: “If this year has taught us one thing, it’s that Health Comes First and that we should be prepared at all times with the right tools to protect our health. That’s the kind of awareness we wanted to generate amongst the audience with #AbNahiKharidogeToKab?. We wanted to strongly encourage health-first thinking and establish that health insurance is now more important than ever. It is a necessity of today that cannot be put off till tomorrow anymore. So, with our digital film and communication, we created that sense of urgency by giving health insurance an equal prominence as we give to masks today.”

     

     

  • Home video shot by Boman Irani highlights pressing need for a comprehensive health insurance cover

    Max Bupa asks people to invest in health insurance

    By A Correspondent

     

    Max Bupa has announced a 360-degree brand campaign to drive home the importance of having a health insurance cover. The campaign poses the question – Ab nahin khareedoge to kab?, implying that health insurance is an absolute necessity and priority for everyone, especially when Covid-19 cases are rapidly increasing in the country and medical costs are skyrocketing.

     

    Said Anika Agarwal, Director – Marketing & Direct Digital Business, Max Bupa Health Insurance: “Covid-19 has made people realise the significance of a health plan, unlike earlier when health insurance was considered an optional expense especially by the younger age segment. People across life stages are now more willing to buy adequate health coverage for themselves and their loved ones. Max Bupa’s recently conducted Covid-19 survey also indicates that people have become more concerned about their health and have regularly enquired about coronavirus treatment in health insurance plans. Hence, our intent with the campaign is to create awareness and further establish this need, so that consumers do not procrastinate health insurance purchase and buy a suitable health insurance plan. We have featured Boman Irani, a trusted voice who is encouraging people to take the right decision, to drive a simple message – ‘This is the most appropriate time to buy health insurance!’. The pandemic has made people take their health seriously, but a message of urgency for health insurance is needed. We therefore felt the need for a campaign that would strike a chord with most Indian households to bring about a mind shift to invest in Health Insurance.”

     

    The campaign has been jointly designed by Dentsu Impact and Isobar. Added Anupama Ramaswamy, National Creative Director at Dentsu Impact: “The fact remains that at a time like this, no matter how many rules you follow, you still need to be prepared for everything that’s not in your direct control. We wanted to highlight that stress is the prevailing emotion these days in most people, and one of the ways you could possibly lighten the load in your mind is by getting a health insurance. In the film, Boman Irani has effortlessly brought the message on the importance of a health cover in the light of Covid-19 pandemic.”

     

    Said Gopa Kumar, Chief Operating Officer at Isobar said, “The current COVID-19 situation has been an eye-opener for all of us that there’s always a possibility for the unexpected to happen. However, what we can do on our part is to stay prepared for it. With Ab nahin khareedoge to kab?, we are putting the spotlight back on the inevitable importance of health insurance in everyday life. Just like masks, gloves, sanitizers, etc., have become health essentials, we want to make health insurance also a part of that checklist. We hope that the film makes the audience realize urgency of the situation and inspires them to insure their health.”

     

     

  • The agency bagged the account post a multi-agency pitch

    iProspect wins media mandate of Max Bupa

    By A Correspondent

     

    iProspect India has won the paid media mandate of Max Bupa Health Insurance. As per the mandate, the agency will service the account won from its Delhi office and will handle their entire gamut of paid media duties. The agency bagged the account post a multi-agency pitch.

     

    Rubeena Singh

    Commenting on the win, Rubeena Singh, CEO, iProspect India said: “We are pleased to partner with Max Bupa. The work done by iProspect India is at the cutting edge of tech-enabled innovation. The recent Max Bupa win demonstrates the belief that the client has in our team.”

     

    Added Anika Agarwal, Director & Head Marketing, Digital and Direct Sales, Max Bupa Health Insurance: “At Max Bupa, our goal is to drive measurability of our marketing initiatives while retaining our focus on customer-centric innovations. We are delighted to partner with iProspect India in our journey towards being a true data-driven marketing organisation and continuing to deliver the best return on investment for our marketing initiatives.”

     

     

  • Conveys gratitude and pays ode to ‘Nurses’ across the nation

    Max Bupa celebrates sisterhood with #SabKiSister ad campaign

    By A Correspondent

     

    Celebrating the festival that marks the strong bond between brothers and sisters, Max Bupa Health Insurance has launched its #SabKiSister campaign. Through the campaign, Max Bupa aims to celebrate the invaluable contribution of the unsung heroes of healthcare – the nurses, who look after the patients in the time of need.

     

    Speaking about the campaign, Anika Agarwal, Director & Head – Marketing, Digital and Direct Sales, Max Bupa Health Insurance said: “At Max Bupa, we always put our customer’s health first and are deeply committed towards helping all our customers lead healthier, more successful lives. The #SabKiSister campaign recognizes the commitment of sisters in nursing the patients to good health, with selfless care, compassion and empathy. The sisters are the first point of contact for our customers and they truly reflect the purpose and promise for which the brand stands for. This Rakshabandhan, Max Bupa would like to extend our heartfelt gratitude towards all the sisters. Through the digital film we have tried to depict the true essence and contribution of the sisters towards the physical and emotional well-being of patients. We urge each of you to share this film, to spread the message and celebrate the extraordinary contribution of these sisters.”

     

    Speaking about the film, Bodh Deb, Vice President and Branch Head, Autumn Grey added: “Max Bupa Health Insurance has not only been a thought leader but has always believed in championing the cause of silent heroes in the health care space. We wanted to come up with an idea for them that resonated this very belief system with the right intent and utmost honesty. The thought of #SabKiSister came from the insight that nurses are the unsung heroes of healthcare. Hence, we wanted to create a campaign celebrating the nurses and when we were thinking which the best moment for it was, we realized that Raksha Bandhan was around the corner and that was the day when people celebrate sisters. We wanted to celebrate the selfless caregivers who create bonds not of blood but of love.”

     

     

  • Aims to break multiple stereotypes around health insurance with a disruptive 360 degree campaign

    Max Bupa launches urges Indians to make health a habit with ‘GoActive’

    By A Correspondent

     

    Max Bupa has rolled out a new campaign that talks about its latest digitally enabled everyday use health insurance plan GoActive and aims to change the way Indians perceive health insurance, making it a part of their daily lives. The new campaign attempts to redefine how health insurance brands typically interact and engage with their customers.

     

    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. The brief for the creative agency was simple – break this stereotype and reimagine what health insurance should do. Make people realise 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.”

     

    Created by Contract Advertising, the commercial will run across both Tier 1 and 2 markets. Added Ashish Chakravarty, Chief Creative Officer – Contract: “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 Max Bupa man. With an inspired casting in the form of Aparshakti Khurana, we think we have found a sweet spot.”

     

     

  • The health insurance company has launched 'Get Help' functionality on Facebook to address customers' health insurance needs.

    Max Bupa signs on customers via Facebook

    By A Correspondent

     

    Get Help is a first of its kind engagement platform by a health insurer on Facebook to reach out to its customers and be present wherever they are. This innovative platform enables customers to buy a health policy from their Facebook account, interact and share their experience with Max Bupa and also get instant customer service at their convenience from anywhere, anytime.

     

    Get Help offers instant response to health insurance related information on products, service requests, queries related to policy purchase, renewal, claims, loyalty benefits and premiums. It enables customers to get a call back within seconds of posting a request and provide them the option to share feedback and get response within 24 hours. It also allows them to access information related to hospitals in Max Bupa’s network.

     

    Committed to making quality Health Insurance more accessible to customers, Max Bupa is using technology to deliver Health Insurance to customers within minutes, at the click of a button, from the comfort of their home. A recent consumer research conducted across 13 countries by Bupa highlights the growing popularity of social media among Indians when it comes to seeking information regarding their health related needs. It indicates that 51% of Indians use Facebook to search for health related information and 29% Indians access it for sharing positive feedback about a recent healthcare experience, update friends on personal health issue and search for people facing similar health concerns.

     

    Through this initiative, Max Bupa has taken the lead to transform the perception of insurance as a complex product by using the most interactive social media platform to drive conversations on the category. Max Bupa has been strengthening its online presence to reach out to its customers. Earlier this year, Max Bupa launched online product Health@Companion on its website (www.maxbupa.com). The website has been designed to assist customers in buying health insurance in a well informed way with a unique product recommendation tool and a host of self service options.

     

  • Max Bupa Walk for Health initiative was declared as a breakthrough innovation in marketing

    Max Bupa wins AIMA Global Innovation Award 2013

    By A Correspondent

     

    Max Bupa Health Insurance has been awarded the Breakthrough Innovation in Marketing Award by All India Management Association (AIMA) for Max Bupa Walk For Health 2012. The award was presented at AIMA’s 4th Global Innovation Conference among industry stalwarts.

     

    The Max Bupa Walk for Health is a unique initiative that has been encouraging thousands of Indians to walk for a healthier lifestyle. More than 18, 000 Indians in nine cities participated in Max Bupa Walk for Health 2012 and pledged to incorporate more walking into their daily lives.

     

    Manasije Mishra, Chief Executive, Max Bupa said, “It is heartening that Max Bupa Walk for Health has received industry recognition and it is a great achievement for a team as young as ours. Through this initiative we want to help our customers live healthier and more successful lives by making a small change in their lifestyle – walking. Max Bupa Walk for Health encourages people to adopt this simple and effective form of exercise.”

     

    AIMA Global Innovation Award is a competitive platform where brands across sectors competed on various innovation parameters. Max Bupa Walk for Health was chosen as the winner as it is the first time in the country that a brand has associated with the cause of walking and mobilized thousands of people to get healthier by walking more.

     

  • Max Bupa Health Insurance, one of India's leading Health Insurance companies has appointed Lowe Lintas and Partners as their brand communication partner after a multi-agency pitch

    Lowe bags creative mandate for Max Bupa Health Insurance

    By A Correspondent

     

    Max Bupa Health Insurance, one of India’s leading Health Insurance companies has appointed Lowe Lintas and Partners as their brand communication partner after a multi-agency pitch.

     

    The agency has already executed a multi-media campaign for Family First, a unique family health insurance plan that can cover upto five generations and 13 relationships in one single policy.

     

    The business will be handled out of the Lowe Lintas Delhi office. Commenting on the win, Naveen Gaur, Executive Director, Lowe Lintas said, “With more and more Indians realizing and accepting how important health insurance is for them, advertising will play a very prominent role to expand the category and the brand.”

     

    Sevantika Bhandari, Director- Marketing, Max Bupa, said, ‘”We are happy to be associated with Lowe Lintas who will partner us in our journey ahead. Lowe Lintas has a great track record in building iconic brands and I am looking forward to some great work and a long relationship with them.”