A new 360-degree brand campaign, # AbNahiKharidogeToKab?, was launched by Max Bupa Health Insurance. With a monthly premium of just INR 620, the campaign offers a generous health insurance policy of INR 30 lakh.

 Digital agency- Isobar India, has conceptualized and executed a digital advertisement for Max Bupa as part of its promotion. The film features popular Bollywood actor Boman Irani, who, in these uncertain times, talks about the importance of health insurance. The goal of the film is to raise awareness of health insurance and to create it as one of the vital instruments in the battle against COVID-19. Thus, by drawing a comparison to today’s hygiene needs such as masks, sanitizers, gloves, and health insurance, the idea was bought into action.

The film begins with Boman Irani addressing the audience with a question. If the audiences are completely prepared to move forward, he needs to see. A mental checklist is ticked off, reminding all of the required safety precautions to be taken before going out. Towards the end, he raises a health care issue to the same crowd. “The film concludes with the launch of the Max Bupa product initiative that guarantees affordability and leaves the viewer with the question,” If you are not going to purchase health insurance now, when? The film’s final message highlights today’s fact that it is currently the most acceptable moment to purchase health insurance.

Created and conceptualized during the pandemic scenario, the film was directed virtually adhering to government rules, with only his family members present, the film was filmed at Boman Irani’s residence. Via video conferencing, the entire creative and production staff managed the shoot.

The Director, CMO & Director of Digital Business, Max Bupa, Anika Agarwal, Said; We have launched a campaign to highlight health insurance as an absolute requirement and priority for everyone, especially now that cases of Covid-19 are rising rapidly and medical costs are also rising exponentially. Therefore, it was important for us as a company to connect successfully with customers that this is the correct time to purchase health insurance. 

The film also highlights Max Bupa’s value-for-money health care proposal, which is a smart option for clients in these tough times. We think that through the visual rendition of the story, Isobar has put across the point beautifully. “The digital ad was released on Twitter, Facebook, and Inshorts. Along with that the  #AbNahiKharidogeToKab? message is spread on Hotstar during the live streaming of IPL 2020.


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