Max Bupa Health Insurance has launched a 360-degree brand campaign, ‘Ab Nahi Kharidoge Toh Kab?’ The campaign introduces a comprehensive health insurance cover.
As part of the campaign, Isobar India, the digital agency from the house of dentsu international, has conceptualised and executed a digital film for Max Bupa. The film features bollywood actor Boman Irani who speaks on the importance of health insurance in these uncertain times.
The objective of the film is to trigger awareness around health insurance and establish it as one of the critical tools in fighting Covid-19. The thought, therefore, was brought to life by drawing a parallel between today’s health necessities such as gloves, masks, sanitizers, and health insurance.
The film opens with Irani putting across a question to the audience. He wants to know if the viewers are fully prepared to step out. He ticks off a mental checklist, reminding everyone of the necessary safety measures that must be taken before heading out. Towards the end, he poses a question to the same audience about health insurance. The film ends with him introducing the Max Bupa product proposition that ensures affordability and leaves the audience with the question, “If you’re not going to buy health insurance now, then when?” The end message of the film emphasises the reality of today that the most appropriate time to buy health insurance is now.
The digital film has been released on YouTube, Facebook and Inshorts. Additionally, an edit of the film is currently spreading the message of ‘Ab Nahi Kharidoge To Kab?’ on Hotstar during the IPL 2020 live broadcasts.
Anika Agarwal, chief marketing officer and director, digital business, Max Bupa, said, “We launched 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. We believe that Isobar has put across the point wonderfully through the digital rendition of the film.”
Gopa Kumar, chief operating officer, Isobar India, said, “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.”