In 2020 with the COVID-19 outbreak in the country and rapid increase in cases, the COVID-19 treatment costs were skyrocketing. To combat this, health insurance became an absolute necessity.
And given the situation around, Max Bupa wanted to generate a sense of urgency among the audience to invest in a health policy.
What we like about this campaign is that it is a simple, matter-of-fact reminder of health insurance, an element critical to fighting COVID. How easily, naturally, Boman Irani says ‘Gloves, Mask, Sanitizer aur health Insurance.’
And the campaign film’s equally easy on the eye, too.
Here’s what Anika Agarwal, Director – Marketing & Direct Digital Business, Max Bupa Health Insurance had to say about this campaign: “The global pandemic made people take their health seriously and hence we thought of this campaign to emphasize on the fact that the time to invest in health insurance is now.
“Our intent with the ‘Ab Nahin Khareedoge To Kab?’ campaign was to tell people that a health insurance product is their best safeguard in the current times and that they should not procrastinate its purchase any further.
“In our digital film, we featured Boman Irani, a trusted voice to drive a simple message – ‘This is the most appropriate time to buy health insurance!’. The campaign struck the right chord with most Indian households and brought about a mind shift to invest in Health Insurance immediately.”
What has the campaign achieved for the brand?
The message of Ab NahinKhareedoge To Kab? grabbed eyeballs on many phone and TV Screens.
The digital film was published across Twitter, Facebook, InShorts and also aired on Hotstar during the IPL 2020 live streaming.
Generating 290,278 video views, the campaign also garnered 1,031, 076 impressions with an engagement of 58,943.