Max Bupa’s ‘proposal’: One health insurance policy for up to five generations of the family

Max Bupa has released a brand campaign to highlight its ‘Family Health Insurance’ product that covers up to five generations of a family. A film created by Lowe Lintas and Partners went on air on 30 January and will run for seven weeks. The TV leg of the campaign will air on Hindi and English entertainment and news channels.

The core proposition of the campaign is that Max Bupa provides customers the option of buying one health insurance for their entire family, irrespective of the family’s size.

The TVC starts with a young lady introducing a man to her brother. It seems like she is introducing her fiancé, when she says, “Yahi hai woh.”The brother asks, “Proposal?” and adds, “Mere liye ok hai par papa?” Similarly, she introduces him to their father, which elicits the same reaction. The same story continues with their grandfather, and his father. All along, a kid is shown seated at one end of the couch, presumably from the generation younger to the girl and her brother. When the oldest man gives his approval, he looks above, indicating that there’s no other generation left in the house to call on. The man with the ‘proposal’ reveals that with Max Bupa’s policy, everyone will be covered. A voice over signs off saying that one Max Bupa Health Insurance policy can cover up to five generations of a family.

On the campaign, Sevantika Bhandari, director- marketing, Max Bupa, said, “Our new campaign is based on the insight that families’ health is a key priority for people across India and they seek products that can meet the need of all their family members. We want to tell our customers that with Max Bupa, it is possible to have one health insurance for the entire family.”

“In India, we value our families and take care of them. With the increasing health care costs, having a health insurance cover for all family members is essential. Whatever the family size, small or big, Max Bupa has a Health Insurance plan that covers up to five generations and 13 relationships in one policy,” Bhandari added.

On the timing of the campaign, Naveen Gaur, president, Lowe Lintas, said, “It’s that time of the year when customers are busy making their tax-saving financial investments. This is the time to drive mindshare and top of mind brand recall. The effort is to build a competitive advantage for Max Bupa as a brand by dialling up product differentiation and put Max Bupa into the consideration set of people seeking health coverage for their families.”

On the brief, he said, “The creative idea was to demonstrate Max Bupa’s unique offering to customers where the entire family can be covered in one policy. We have used humour in the film to appeal to people of different age groups.”

The campaign will straddle print, digital and radio.

Credit List:
Client: Max Bupa
Creative agency: Lowe Lintas and Partners
President: Naveen Gaur
Executive creative director: Shriram Iyer
Unit creative director: Udayashankar Rao
Creative director: Ankush Pande
Creative: Arko Bose, Ajoy Krishnan
Senior vice president - planning: Anurag Prasad
Vice president: Nikhil Mahajan
Servicing team: Dallbir Singh, Anurupa Dasgupta
Production house: Little Lamb Fi
Media agency: Maxus