Mumbai: Niva Bupa Health Insurance Company Ltd (formerly known as Max Bupa Health Insurance Company Ltd) has announced a new brand campaign titled ‘Zindagi Ko Claim Kar Le.’ This is the first campaign from the company since it rebranded itself as Niva Bupa in July this year.
With the new campaign, Niva Bupa brings a fresh perspective to the category narrative which implies that health insurance is for freedom and not constraints. The company aims to democratise health insurance and play the role of an enabler which would eliminate the fear element often associated with the health insurance category, it said in a statement.
“At Niva Bupa, the brand philosophy is to humanise and de jargonise the health insurance category and play the role of an enabler that gives consumers the confidence and freedom to claim the countless magic moments that life has to offer," stated Niva Bupa senior VP and head of marketing Nimish Agrawal. "‘Zindagi Ko Claim Kar Le’ is a way to urge our consumers to live life to the fullest and leave the worries to us, should any unfortunate incident happen.”
The campaign has been created by Glue Creatives and captures real-life situations in the lives of consumers. It showcases how health insurance enables people to accumulate experiences and build memories. The TVCs comprise a series of three films, directed by Shlok Sharma. “It is rare to get a script that brings out such a sincere product in such an interesting way. Add to that, the range that we have covered in the films around the product makes it truly engaging. These films by Niva Bupa got me very excited at their approach of being light-hearted with such convenient, user-friendly features at their core," said director Sharma.
The brand campaign will kick off with a phygital media mix across traditional channels like TV, print, and radio along with digital platforms. The high decibel campaign covers 100+ town clusters with its radio reach. The TV plan covers 35+ channels which include leading news channels such and popular television shows. The print plan covers 15 cities and 35 town clusters across leading publications. The ad will also be run during primetime on movie channels such as Star Gold, Zee Cinema, with a total of 9300+ spots spread over three weeks, said the brand in a statement.
“In the insurance category, what works more than the individual products is the brand promise. So, once we had cracked the proposition ‘Zindagi Ko Claim Kar Le,’ we knew we were onto something good," said Glue Creatives founder and creative director Gautam Mehtta. "Co-creating the world of Niva Bupa where individuals are out pursuing life experiences was great fun with the very supportive clients at Niva Bupa and a fabulous director like Shlok, who understands the nuances of keeping the storytelling very relatable and real."
