We’ve come back to TV after a break: Mayank Bathwal, Aditya Birla Health Insurance

Bathwal, CEO, Aditya Birla Health Insurance shares insights about the company’s recent campaign, which has four customers sharing their journey

by Tanzila Shaikh
Published: Feb 13, 2023 12:50 PM | 3 min read

Digital mediums and influencer marketing, which saw a growth spurt during the lockdown, have continued to grow despite normalcy returning post-pandemic. Many companies, especially the BFSI sector, banked heavily on digital marketing and influencer marketing to reach their target audience at a time when people have started taking their health seriously. One such brand was Aditya Birla Health Insurance. But with things settling down and normalcy returning, the brand is going down the traditional route again to reach the masses across the country.

"We are going on TV after a bit of a break," says Mayank Bathwal, CEO of Aditya Birla Health Insurance, "otherwise in the last couple of years, we have primarily been on digital mediums. The last campaign we launched was totally on the digital platform where we had Ali Fazal as one of the ambassadors along with fitness influencers.”

“With digital, you can target very easily and give a specific message to a specific audience and depending on the kind of response you get you can amplify that is the power of digital mediums. This is not necessarily the same on the traditional TV medium, because there you go more for reach at scale. There will be a large allocation to TV but there will be a large allocation to the digital medium as well.

The company has recently launched a new campaign called #KyaPeecheChhodaHai featuring Ex Mr World Rohit Khandelwal and four customers sharing their journey in the campaign. Speaking about the creative objectives and why they chose real people in the video, Bathwal said, “When we get celebrities or personalities, a lot of times we think that is this person really going to use this himself, the way they are projecting. Nothing is better than people talking about their real stories and that's what made us choose our customers as the protagonists of the film. Each one of us can think of a story of where we didn't like something and left it behind and we can relate this in the context of health and that is why we chose #KyaPeecheChhodaHai”

The campaign had been created by Dentsu Creative, wherein the company used all the possible mediums to reach consumers such as TV, Social Media, OTT platforms and more.

The agenda of the campaign, Bathwal tells us, is that they want to showcase the core value of the company which is health first rather than insurance first. He said, “As an organization, we have attempted to challenge the core paradigm based on which the health insurance industry has worked. When we were setting up our operations back in 2016, we said in health insurance, the word ‘health’ comes first and ‘insurance’ comes second, but the category always pokes consumers into the language of insurance and not health first.”

“We said why can't we change the paradigm and talk to consumers in the language of health? As a brand, we have always spoken to our consumers in the positive language of health first and not the negative language of insurance first approach”, he said while talking about the same.

Bathwal also shared that a significant part of their marketing budget goes into influencer marketing and they bank heavily on digital mediums to communicate with their existing consumers and acquire new customers. A few of the influencer's campaigns are here: