In the wake of rising cases of heart diseases in India, Life insurance company PNB MetLife has launched a digital awareness campaign ahead of ‘World Heart Day’ (September 29).
Latest statistics suggest that in India, there are roughly 30 million heart patients and two lakh surgeries are being performed every year. The digital campaign themed ‘#HappyHeart’ rolls out a video with a ‘Happy Heart Song’, highlighting simple ways as means of prevention to keep one’s heart healthy.
With projections suggesting that by the year 2020, the burden of cardiovascular diseases will surpass that of any other country in the world, becoming an epidemic in India, PNB MetLife’s digital campaign aims to create awareness about the risks associated with unhealthy lifestyle and basic habits one should practice to keep their heart healthy. The backdrop of the campaign is the need to bust stress that has a direct correlation with one’s heart but is ignored otherwise. To address the serious subject of cardio vascular ailments, the brand has taken a light-hearted tone in the video keeping in line with its previous campaigns.
PNB MetLife pledges to create awareness and encourage its customers to take small steps towards changing their lifestyle, which can give bigger returns in the long run while strengthening the heart and help build a healthier lifestyle.
The underlying message that the campaign intends to convey is the importance of ensuring a #HappyHeart for you and your family with the right protection plan. PNB MetLife’s ‘MetLife Mera` Term Plan’, coupled with critical and serious illness riders that also offer coverage against grave ailments such as heart attack and cancer, is one such protection plan that is significant to be part of one’s insurance portfolio.
Conceptualised and executed by Social Kinnect, PNB MetLife’s Digital Agency, the video plays the heart anthem, encapsulating how simple moments and happy things like stretching, owning a pet, or just playing some music can help one get rid of stress, which, in the long run can ensure a healthy heart.
Sameer Bansal, CDO Bancassurance & Interim CMO, PNB MetLife, said, “We have observed that people usually amend their lifestyles once a critical illness such as heart ailments is diagnosed. Through this campaign we would like to endorse the need for us being proactive towards our own health. With this light-hearted video we want to educate people on how basic habits can keep these ailments at bay. This World Heart Day, we intend to create awareness and encourage our customers to pledge in adopting a healthy lifestyle to not just protect your heart but the ones close to it too.”
Rohan Mehta, CEO, Social Kinnect, said, “PNB MetLife came to us with an objective of celebrating World Heart Day, with the concept of protection serving as a thematic backdrop, across its digital platforms. The insight is that cardiovascular diseases in India will surpass that of any other country by 2020 and hence the need to protect one’s heart. With a plethora of content already available around the topic of health, we went a quirky way and experimented with something really new. That's how the ‘Happy Heart’ song came into being. Writing the song was a challenge as the entire concept was riding on it. We had to make sure that the song stay true to the theme and resonate with PNB MetLife as a brand. We feel the final result does justice to the cause and the campaign.”
The film is currently being promoted across PNB MetLife’s social media assets.
Happy Heart Video:
Film & Campaign title: #HappyHeart
Agency: Social Kinnect
Production House: Kinnect Productions
Executive Producer: Shiibu Tholat
Line Production & CGI: Katalyst Creates
VFX Director: Joison Sabu
Music director: Vaibhav Panch
Singer: Megha Bhardwaj
Sound Studio: Purple Haze
Sound Engineering: Gaurav Gupta