Mumbai, January 27, 2023: Aditya Birla Health Insurance Company Ltd. (ABHICL), the health insurance joint venture of Aditya Birla Capital Ltd. (ABCL), holding company for the financial services business of Aditya Birla Group, one of the largest diversified conglomerates in India, today unveiled its latest brand campaign, “KyaPeecheChhodaHai”, to promote the role of health insurance in changing lives of people by empowering them to lead healthier lives.
“KyaPeecheChhodaHai” campaign, encapsulates the importance of how positive health behaviour such as walking 10,000 steps daily can help an individual leave health concerns behind.
The uniqueness of this campaign is that it celebrates real ABHICL customers who have successfully managed to change their lifestyle by inculcating the simple habit of walking 10,000 steps regularly and have left behind health related issues.
These customers from across the walks of life, who are at the heart of the TVC and the digital campaign, narrate their stories about how walking 10,000 steps have helped them do away with concerns like mental stress and weight issues, diseases like diabetes, asthma etc. The essence of the campaign is to spread awareness on the importance of following a disciplined health regime and how ABHI is an active partner in this transformation.
Speaking on this campaign, Mr Mayank Bathwal, CEO, of Aditya Birla Health Insurance, said, “At ABHI, our primary focus is to help our customers with cutting-edge innovative health-first insurance solutions which not only protect them from medical uncertainties but nudge them to live a health-focussed life. We take immense pride in having pioneered this model of health insurance that transcends the boundaries of an indemnity based model by focusing on proactive health-care for our customers.”
“It is heartening to see our customers as brand ambassadors in our recently launched KyaPeecheChhodaHai campaign. For health insurance companies, customer trust is paramount, and to see our customers endorsing us, gives us immense satisfaction. The customers featured in the film belong to different walks of life, however, one thing that unites them is the initiative to bring a change in their lives by walking every day and managing their health proactively. We hope the films will encourage people to prioritise their health by engaging in simple yet effective physical activities such as walking 10,000 steps daily,” Mr Bathwal added.
Since its inception in 2015, incentivized wellness has been the primary focus for Aditya Birla Health Insurance and its offerings are based on its philosophy of “Empowering people to lead healthier lives”.
One of the unique proposition of ABHICL has been the concept of HealthReturns™, which incentivises policyholders for staying fit and adopting healthy lifestyle. This concept enables a policyholder to earn up to 100% of their premium as HealthReturns™, which can be accrued on the basis of Healthy Heart Score™, the fitness assessment result and the number of Active Dayz™ recorded on a monthly basis.
A customer can earn “Active Dayz™ by undertaking any prescribed fitness activities like, walking 10,000 steps, or undertaking regular exercise, yoga sessions etc. Funds earned as HealthReturns™ can be used for payment of renewal premium and other non-medical expenses, out-patient expenses etc.
All the customers featured in the campaign were the beneficiaries of 100% HealthReturns™ as they successfully achieved their yearly fitness goals.