The happy, energetic, and fun vibe that we wanted for the new brand also got built organically. Building stories where different individuals were living life to the fullest thanks to the confidence and freedom Niva Bupa gave them was easy from there.
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So, once we had cracked the proposition ‘Zindagi ko claim kar le’, we knew we were onto something good. Gautam Mehtta, Founder and Creative Director, Glue Creatives said, “In the insurance category, what works more than the individual products is the brand promise. ‘Zindagi Ko Claim Kar Le’ is a way to urge our consumers to live life to the fullest and leave the worries to us, should any unfortunate incident happen.” Talking about the brand campaign, Nimish Agrawal, Senior Vice President and Head of Marketing, Niva Bupa, said, “At Niva Bupa, the brand philosophy is to humanize and de jargonize the health insurance category and play the role of an enabler that gives consumers the confidence and freedom to claim the countless magic moments that life has to offer.
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The TVCs comprise a series of 3 films which have been directed by celebrated Director, Shlok Sharma who has assisted Vishal Bhardwaj on movies like ‘Omkara’ and was the Second Unit Director on ‘Gangs of Wasseypur’ franchise. The campaign is made with an intent to change the way Health Insurance is perceived by the consumer. It showcases how health insurance enables people to accumulate experiences and build memories. The campaign has been created by Glue Creatives and captures real-life situations in the lives of consumers. The company aims to democratize health insurance and play the role of an enabler which would eliminate the fear element often associated with the health insurance category. With the new campaign, Niva Bupa brings a fresh perspective to the category narrative which implies that health insurance is for freedom and not constraints. This is the first campaign from the company since it rebranded itself as Niva Bupa in July this year.
New Delhi: Niva Bupa Health Insurance Company Limited (formerly known as Max Bupa Health Insurance Company Limited), one of India’s leading standalone health insurers, today announced a new brand campaign titled ‘Zindagi Ko Claim Kar Le’.
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