Max Bupa, one of India’s leading standalone health insurance players, is currently running an integrated campaign #IgnoreNahiInsureKaro, as an advisory to consumers to stop giving excuses for not getting health insurance, and instead give their health the security it deserves. Conceptualized by Isobar India, the digital agency from Dentsu Aegis Network (DAN), the campaign was announced by releasing five 10-second films that debunk the presumptions people have around not buying health insurance.
Through the #IgnoreNahiInsureKaro campaign, Max Bupa wants to uncomplicate health insurance for the consumers and simplify the benefits it entails. As part of the campaign, Max Bupa is running a series of relatable video stories, supported by contextual social media posts to break the stereotype on concepts generally associated with health insurance purchases, such as employee health cover is sufficient, a medical loan can cover emergency medical expenses, etc.
Sharing his views on the campaign, Gopa Kumar, COO, Isobar India, said, “While the awareness about health insurance among consumers is increasing with every passing day, still we find a majority of them ignoring the very need of it for various reasons. #IgnoreNahiInsureKaro stems from that very insight. Being an important player in the category, Max Bupa is educating consumers about the necessity of it without being preachy. The film format chosen is also snappy and bite-sized, which should resonate well with our audience while driving home the point.”
Anadi Sah, Executive Creative Director, Isobar India, also commented on the #IgnoreNahiInsureKaro campaign, “Through research, we discovered that people have varied reasons to convince themselves about not to opt for health insurance despite it being very crucial. I feel that the team has beautifully articulated that insight into the campaign’s core communication of #IgnoreNahiInsureKaro. We believe that our audience shall be highly receptive to the campaign that exceptionally takes them through the benefits of the product in a tonality that’s very relatable. I have high hopes from the campaign that it shouldn’t just evoke emotion but also drive behavioral change amongst our audience, which is the real need of the hour.”
Max Bupa has been amplifying the campaign across its digital channels through engaging posts, videos, static images and has also used memes to promote the campaign. Max Bupa has created digital films to drive the brand message and product proposition. These films are being promoted on YouTube and other social channels. Besides, vernacular versions of the films are also being pushed on OTT platforms and YouTube. The campaign is also being amplified through an ongoing radio campaign that is live across 18 cities in India. Additionally, blogs, articles, social-media content series, and influencer outreach is being done to promote the campaign.
National Head Social – Aakriti Sinha
Creative Director- Vibhor Yadav
Director Films & Production – Taj Ali Naqvi
Director Business – Divya Chawla
Creative Team: Kritica Pareek, Viral Pandey, Mridu Sahni, Jatin Wadhwa & Nehal Khosla
Social Team: Ayushi Singh, Rashmi Yadav, Juhi Jain & Sanvi Sahi
Business Team: Saniya Bijlani & Akshima Kalla
Post Production: Parwej Alam