The challenge

To help Max Bupa Health Insurance, one of the premier health insurance companies in India, to rebrand itself as Niva Bupa. And also help the new brand stand out in a highly competitive category with little or no differentiation in their product offerings.

The solution

With no product differentiation allowed as per law in the insurance category, we decided to change perceptions. Health insurance in India has always been looked upon as a tool that helps people only in times of injury or hospitalisation.

In an attempt to shift this perception, we changed the narrative for health insurance by positioning it as something that would give people the assurance of good health and set them free to live their lives to the fullest and claim the countless magical moments that it has to offer. And thus was born the brand promise – Zindagi ko claim kar le .

The result

A high decibel campaign with a media mix of traditional channels like TV, print and radio along with digital platforms was launched to bring the idea alive.