Mumbai: Niva Bupa Health Insurance Company Ltd. (formerly known as Max Bupa Health Insurance Company Ltd.), one of India’s health insurers, has announced a new brand campaign titled ‘Ye to Mujhe bhi chahiye.’ The campaign is followed by the recent launch of Niva Bupa ReAssure 2.0 plan, a first-of-its-kind indemnity health insurance plan which makes seemingly impossible and unheard of product offerings possible.
As part of its latest offering, Niva Bupa has introduced three industry-first features which have the potential to bring a paradigm shift in the health insurance industry. These include -
Booster+ which helps carry forward unutilised base sum insured up to 10X
Lock the clock which enables you to pay premium as per your entry age until one makes their first claim, thereby helping customers save on premiums
ReAssure Forever which triggers ReAssure benefit forever after the first claim in the policy. This benefit is unlimited and up to the Base Sum Insured
The campaign captures real life scenarios to depict the policy benefits for consumers through three digital films to highlight the importance of Niva Bupa ReAssure 2.0’s Age Lock, ReAssure and Booster+ benefits. The campaign is an extension of Niva Bupa’s thematic campaign – Zindagi ko claim kar le.
Niva Bupa Health Insurance Senior Vice President and Head of Marketing Nimish Agrawal said, “Based on our consumer research we identified that single biggest reason that prevents prospects from buying Health Insurance - is the perception that money gets wasted in paying premium unless they make a claim.
ReAssure2.0 has been designed to address these concerns and offer a product benefit where irrespective of claim/no claim, the consumer doesn’t waste his money and further derives more value than what he/she pays for at all times. Some of these benefits are new to industry and hence the campaign has been woven around these benefits in a relatable yet endearing manner. We hope that with this campaign more and more consumers at an early age will come under the ambit of health insurance and live life without ever worrying about financial implications of sickness and hospitalization. Our media mix will be an omni channel strategy with TV, Radio, Social and OTT platforms for maximum reach at an optimum unduplicated frequency.”
The brand campaign kicks off in the month of March 2023 with a digital-first approach which will be followed by a phygital media mix across traditional channels like TV, Print and Radio along with digital platforms in the coming month.
To watch the three advertisements, click on the links below:
