Niva Bupa Health Insurance Company Limited (Formerly known as Max Bupa Health Insurance Company Limited) has unveiled a campaign which is targeted at millennials to drive adoption of Health Insurance leveraging its new product offering Aspire- an insurance product curated for young India.
More than 40% of overall Health Insurance searches in the category are driven by people below the age of 35 years. However, the same does not translate into purchase, with less than 15% contribution coming from this segment, the company said in a release.
The digital film which urges consumers to “Start Young” and get rewarded for doing so. The film has been released on Niva Bupa’s social media channels including YouTube, Facebook, Instagram and LinkedIn, which narrates the sequence wherein two families meet for match-making discussions. As is usually the tradition, the families turn to the eldest in the family to make the final decision however the girl’s family insist that in their house a certain ‘Anupama Ji’ takes all the major decisions since she is the smartest. ‘Anupama Ji’ is none other than the younger sister of to-be bride who has earned the respect of everyone since she has taken an extremely wise decision of purchasing Niva Bupa’s Aspire plan from her first salary.
Talking about the film, Nimish Agrawal, Executive Vice-President and Head of Marketing at Niva Bupa said, " Earning respect of your family is a powerful insight especially when that happens at an early age. There's nothing more attractive and smarter than being ready for whatever life throws your way. With Aspire, Niva Bupa attempts to redefine the category codes and celebrate the decision that every youngster should make.
This film's innovative approach to a traditional scenario highlights how Aspire's industry-first benefits are reshaping the conversation. The product is a solution for the ever-evolving needs of Gen Z and millennials. It's not just about protection; it's a proactive, forward-thinking approach to health and well-being for the young population of our country."