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Tag: Max Bupa

  • Niva Bupa adds a fresh perspective to Diwali gifting with new campaign

    Niva Bupa adds a fresh perspective to Diwali gifting with new campaign

    Mumbai: Niva Bupa Health Insurance, formerly known as Max Bupa Health Insurance, has launched a digital campaign to kickstart the Diwali festivities. The campaign, conceptualised and executed by Leo Burnett, has been designed to celebrate the festival of lights with more enthusiasm and joy this year by giving a token of good health to our loved ones to enable them to live life to the fullest, without any financial constraints.

    Since the tradition of gifting is synonymous with Diwali, on this occasion, Niva Bupa is introducing a new concept of gifting this festive season and urging everyone to light up each other’s lives by gifting a comprehensive health policy to secure the near and dear ones against any kind of medical emergency.

    In the digital film, the protagonist, who is visiting home for his first Diwali since he started working, can be seen exploring Diwali gift options for his parents. He wants to give them something special to make the occasion memorable. He asks his friends for recommendations but is unable to decide on the perfect gift. Just then, a eureka moment strikes him when his mother is urging him to take care of his health. That’s when it occurred to him that the gift of health would be the best gift for his parents. Therefore, on the day of Diwali, he hands over a Niva Bupa health insurance policy to his parents so that they can live their life carefree without worrying about their medical expenses.

    Speaking of this campaign, Niva Bupa Health Insurance senior vice president and head of marketing Nimish Agrawal said, “We are happy to announce the digital campaign this Diwali, in our attempt to light up the lives of everyone around us. Let’s celebrate this festive season by securing the lives of our loved ones and special ones by gifting them health insurance to secure their health and wealth for the future. The campaign has been designed to add a new flavour to Diwali gifting and we hope it nudges everyone to give a gift of good health to the ones who gave us the gift of life. This Diwali, ‘Zindagi Ko Claim Kar Le.’”

    Sharing his thoughts on the creative front, Leo Burnett executive creative director Mayuresh Dubhashi said, “Usually communication around health insurance tends to be grim. With this campaign, we wanted to celebrate good health, and our film brings this forth with a heart-warming story. Gifting your loved ones an insurance plan which helps them live life to the fullest.”

  • Max Bupa Health Insurance rebrands as Niva Bupa

    Max Bupa Health Insurance rebrands as Niva Bupa

    Mumbai: Max Bupa Health Insurance on Friday announced that it has rebranded itself as Niva Bupa. Backed by True North and Bupa, the company will aim to provide financial assurance as well as healthcare access to its customers.

    Owing to a change in shareholding pattern, with the exit of Max India and entry of private equity firm True North, Max Bupa needed to create a new brand identity as part of the transition, the company said in a statement on Friday.

    Niva Bupa Health Insurance aims to become a Rs 2,500 crore company by FY21-22. The company will bring over 12 million people in India under the ambit of health insurance by FY25, it added.

    “The new brand will firmly stand at the intersection of financial services and healthcare to fulfill the needs and aspirations of millions of people in India,” said Niva Bupa MD and CEO, Krishnan Ramachandran. “The health insurance industry is poised for monumental growth, and we will take our new brand identity to our customers with a renewed promise of protection and care. As Niva Bupa, we will look to further strengthen our core brand ethos of customer-centricity.”

    “Health insurance is no longer looked upon as a financial instrument solely for tax saving purposes,” said Niva Bupa SVP and head of marketing, Nimish Agrawal. “It has repositioned itself as a self-investment product which will take care of all healthcare needs. This warranted a change in our positioning as well. With the new brand identity, we want to unravel the health insurance space and offer a humanised experience to our customers.”

  • iProspect India bags paid media mandate of Max Bupa

    iProspect India bags paid media mandate of Max Bupa

    MUMBAI: iProspect India, the digital performance agency from the house of Dentsu Aegis Network (DAN), has won the Paid Media mandate of Max Bupa Health Insurance, a leading standalone health insurance player in India.

    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.

    iProspect India CEO Rubeena Singh 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.”

    Max Bupa Health Insurance director & head marketing, digital and direct sales Anika Agarwal added, “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.”

  • Max Bupa celebrates the spirit of real sisterhood this Rakshabandhan with#SabKiSister campaign

    Max Bupa celebrates the spirit of real sisterhood this Rakshabandhan with#SabKiSister campaign

    MUMBAI: Celebrating the festival that marks the strong bond between brothers and sisters, this Raksha Bandhan, Max Bupa Health Insurance – one of India’s leading standalone health insurance players has launched a unique#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. Fondly called as ‘sisters’, the nurses work relentlessly every-day to ensure appropriate delivery of treatment and care, and enable millions of patients to regain good health.

    Marking a tribute to the Nurses, Max Bupa has released a digital film on the brands social media channels including YouTube,Facebook, Instagram, LinkedIn and Twitter to launch the campaign. The video shows the protagonist, who is an old man, surrounded by a loving family going back to the hospital on Raksha Bandhan to thank a nurse who looked after him like his own sister during his hospitalization. The high on emotion film depicts the bond that patients and families often form with the nurses who look after them during the recovery process. Many a times, the nurses do not receive the due recognition, and with this campaign, Max Bupa puts the spotlight on their role and contribution, which is much more than just being the caregivers to the patients.

    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.”

    Max Bupa chose the medium of digital storytelling, to bring this campaign to life, as it strikes a chord instantly with one and all, and connects each of us emotionally in this strong bond shared by brothers and sisters. The digital film has been released in Hindi, with subtitles in three languages, including English, Kannada and Tamil.  

    Speaking about the film, Bodh Deb, Vice President and Branch Head, Autumn Grey said, “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.”

    In addition to the digital film, Max Bupa is doing a special outreach programme for Nurses across key hospitals in India, wherein they will be presented with Rakhis and Thank You cards. These hospitals will also have ‘Thank You Walls’ on which patients and their families can acknowledge the enduring efforts of the sisters and express their gratitude. Further, the campaign is being promoted through digital and social platforms and influencers across the country, through a strong content push.

    Over the years, Max Bupa has deeply invested in building a brand that is true to its purpose of helping customers lead healthier and more successful lives. Max Bupa has created an ecosystem of care and excellence for its valued customers at the moment of truth, facilitated by its strong network of partner hospitals across India, service innovations like ‘Point of Care’ – dedicated personnel to help Max Bupa customers during hospitalization, 30 mins cashless claims promise for smooth claims settlement, amongst others. This has helped Max Bupa maintain a strong brand connect with the customers, which also resonates in all its brand and marketing efforts till date.

  • Max Bupa promotes everyday use health insurance plan to millennials

    Max Bupa promotes everyday use health insurance plan to millennials

    MUMBAI: Health insurance player Max Bupa has rolled out a new brand 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 vis-à-vis a service that may or may not be used even once a year. 

    Complementing the disruptive product ‘GoActive’, which is a simple unified plan that covers majority of health needs on-the-go including OPD, personal health coaching, health checks, hospitalisation and much more, the new campaign attempts to redefine how health insurance brands typically interact and engage with their customers.

    The new TVC gives both — traditional health insurance policies, and GoActive – a human avatar to demonstrate their engagement and contribution to our daily lives. In the opening sequence, traditional health plans are depicted as furniture by virtue of their rare usage, whereas GoActive has been personified as a young, fit, interactive and engaging persona that stays with you 365 days a year, covering many more health aspects what traditional plan did not cover. The new campaign features actor and TV host, Aparshakti Khurrana, who personifies the new age health insurance plan.

    Created by Contract Advertising, with an aim to promote healthy living and familiarising the nation with the digitally enabled Everyday Use Health Insurance Plan, the commercial will run across both tier 1 and 2 markets.

    Contract Advertising India chief creative officer Ashish Chakravarty mentions, “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. Max Bupa GoActive is a unique product 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.”

    The campaign aims to bring in more young Indians into the health insurance fold, a change that is one of the effective ways to drive the country’s health insurance penetration, leveraging humour. The campaign leverages humour to connect with today’s evolving, younger audiences. Customers today want their health insurance plans to be more inclusive and cover health needs of more frequent nature, besides hospitalisation. Today’s tech savvy generation also needs everything at their fingertips – almost demanding a fully integrated digital product that offers everything on-the-go. The campaign focuses on these aspects to talk to the customers with what they really want.

    Max Bupa SVP – marketing and head digital sales Anika Agarwal says, “The brief for the creative agency was to break the 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. It is designed for today’s digital audiences and so 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.”

    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. Young Indians, in spite of their lifestyles and increasing incidence of illnesses, generally do not feel the need for health insurance owing to how they still see it as 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 three-week campaign with 40-second and 20-second ad spots will go live across leading television GECs, news channels, movie channels and leading regional channels, print publications and OTT media platforms in multiple languages such as English, Hindi, Marathi, Telugu and Kannada. Social amplification of the TV commercial will be done through digital platforms like YouTube, Facebook and OTT platforms such as Netflix, YouTube, Truecaller, etc. 

  • 16,000 people in Delhi and Mumbai Walk for Health with Max Bupa

    16,000 people in Delhi and Mumbai Walk for Health with Max Bupa

    MUMBAI: Max Bupa Health Insurance hosted the second edition of Max Bupa Walk for Health initiative in Delhi and Mumbai today. The event witnessed an enthusiastic participation from more than 16, 000 people in Delhi and Mumbai who pledged to incorporate more walking into their daily routine.

     

    Max Bupa Walk for Health is a first of its kind initiative which aims to encourage people to walk more and bring about a positive and long term sustainable behavioural change in their lifestyle. The five kilometre walk in Delhi was flagged off by Anuroop (Tony) Singh, Chairman, Max Bupa, Manasije Mishra, Chief Executive, Max Bupa and health icon and ace tennis player Sania Mirza.

     

    The Mumbai walk was flagged off by Birender Ahluwalia, Director – Sales and Distribution, Max Bupa and leading Bollywood actor Sonam Kapoor. Nick toons Dora the Explorer and Ninja Turtles flagged off the two kilometre walk for children and senior citizens in Delhi. Speaking about the health initiative, Anuroop (Tony) Singh, Chairman, Max Bupa said,

     

    “At Max Bupa, it is our constant endeavour to encourage people to stay healthy and actively avert lifestyle diseases. Walking is one of the simplest forms of exercise and has innumerable health benefits. We are happy to see the response that this initiative has been garnering across India and hope it motivates people to continue walking for healthier and more successful lives.”

     

    Manasije Mishra, Chief Executive, Max Bupa said, “Our research has shown that one fourth of the Indians do not exercise. At Max Bupa, our purpose is to help people live healthier and more successful lives. Max Bupa Walk for Health is a platform to educate people about the multiple benefits of walking and create a health movement in India. We are delighted to witness such an enthusiastic response to the second edition of the initiative.”

     

    Expressing her belief in the initiative, Sonam Kapoor said, “Health needs to be a priority for all of us and I am glad to be a part of an initiative like Walk for Health as it promotes walking for good health among the general public. Walking Is the easiest way to stay fit and I recommend it to everyone. I really enjoyed being a part of this event and seeing so many Mumbaikars walk together for good health.”

     

    The event was attended by people of different age groups including celebrities, health enthusiasts, school children, customers, agents, partners and employees of Max Group companies with their friends and family. Celebrities like Manish Paul, Pooja Bedi, Kunal Kohli, Dilip Tahil,Raza Murad, Meiyang Chng and Smriti Irani also participated in Max Bupa Walk for Health in Delhi and Mumbai.

     

    Thousands of Indians had participated in Max Bupa Walk for Health last year and pledged to incorporate more walking into their daily lives. This year the initiative focused on Delhi and Mumbai, as owing to a sedentary lifestyle, people living in these metropolises are more prone to stress and lead an unhealthy life.

     

    Max Bupa Walk for Health Survey, a recent study on the walking behaviour of people in Delhi, Mumbai and Bangalore has revealed that one in two people feel less stressed, one in four people feel more socially active and productive at work after walking. Special Zumba dance session and health camps were organized for the participants at the sidelines of the event.

  • Lowe Lintas and Partners bags creative mandate for Max Bupa

    MUMBAI: Health insurance company Max Bupa Health Insurance has appointed Lowe Lintas and Partners as their brand communication partner after a multi-agency pitch.

    The business will be handled out of Lowe Lintas Delhi office.

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

    Lowe Lintas executive director Naveen Gaur said, “We are extremely thrilled to partner with Max Bupa Health Insurance. With more and more Indians realising and accepting how important Health Insurance is for them, advertising will play a very prominent role to expand the category and the brand. We will partner them in creating and delivering a distinctive brand promise that will make the brand more relevant in the life of the consumers.”

    Max Bupa director- marketing Sevantika Bhandari added, “We are happy to be associated with Lowe Lintas who will partner us in our journey ahead. The team has good understanding of the market and the consumer which was demonstrated at the time of the pitch as well as in the first campaign which was rolled out recently. 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 Lowe.”

  • Max Bupa rolls out new brand campaign

    MUMBAI: Max Bupa Health Insurance has launched a new brand campaign showcasing Max Bupa‘s flagship product Heartbeat Family First which covers 5 generations.

    Conceptualized by Max Bupa‘s advertising agency Lowe Lintas, the seven week multimedia campaign has been launched with a television commercial that features five generations of a single family.

    Max Bupa has introduced its new brand campaign with the family theme to cater to the needs of Indian families, who want to secure the health of their loved ones. The core proposition of the campaign is that with Max Bupa, the customers have the option of buying one health insurance, for their entire family, whether small or big.

    The campaign is being aired across Hindi entertainment channels as well as English and Hindi news movie and regional channels. It has a print, digital and radio plan which will be rolled out during the third week of the campaign.

    The campaign is based on the insight that families‘ health is a key priority for people across India and they seek products that can meet the need of all their family members.

    Max Bupa director- marketing Sevantika Bhandari said, “In India we value our families and take care of them. With the increasing health care costs, having a health insurance cover for all family members is essential. Whatever the family size, small or big, Max Bupa has a Health Insurance plan that covers up to 5 generations and 13 relationships in one policy.”