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Aditya Birla Health Insurance tells parents to play with kids, help them stay active

Conceptualised by Dentsu Webchutney, the campaign urges parents to take the first step and motivate their children to opt for outdoors sports and join them to play a game they love

Click on the image to watch the TVC.

Aditya Birla Health Insurance Co Limited (ABHICL), the health insurance arm of Aditya Birla Capital Limited, in its latest campaign encourages parents to join their children in playing games instead of just asking them to go play by themselves.

In this digitised era, children are becoming increasingly dependent on their mobile phones and tabs and the joy of outdoor sports is diminishing at a rapid pace. This is affecting their health, making them inactive. The power to change this situation is in the hands of the parents as the kids are likely to emulate what their parents do.


Conceptualised by Dentsu Webchutney, the campaign urges parents to take the first step and motivate their children to opt for outdoors sports and join them to play a game they love and kick start the #ChaloKhelne movement.

“Nowadays, the new-age generation children are spending more time on electronic devices, which keeps them indoor most of the time. Whereas, our childhood was dominated by outdoor playtime with soil under the sun. With #ChaloKhelne, we want families to encourage children to play outdoor activities and make it a part of their daily routine. It is Aditya Birla Health Insurance’s endeavour to promote an active healthy lifestyle and nurture life skills from an early age to lead a successful life and to make it a real movement,” said Mayank Bathwal, CEO, ABHICL.


Speaking about the intention behind launching the campaign, Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital, said, “In today’s era we live a sedentary lifestyle, which increases our chances of suffering from numerous lifestyle diseases. We are launching the #ChaloKhelne campaign to reinforce the philosophy of adapting healthy lifestyle. With the #ChaloKhelne movement, we are also hoping to create an active generation that takes health seriously.”

Commenting on the brief given to them by ABHICL, Pravin Sutar, ECD, Dentsu Webchutney, said, “The primary objective of the brief was to talk to parents through their children about leading a healthier life. Make them realise and open their eyes to the fact that they might be ignoring their health and it won’t be good for them in the long run. They need to change that and inculcate a healthier lifestyle for their children’s sake.”

“The idea for the campaign stemmed from the cultural insight that kids usually ask their parents before going to play ‘Mummy main khelne jau?’” said Aalap Desai, Senior CD, Dentsu Webchutney.

“This habit of asking is common in Indian families for a long time. But modern parents are no longer just bystanders, but partners in their child’s journey. This is especially the case when it comes to their child’s health. They should be together as one unit. So, this Children’s Day, we wanted parents not to tell their kids ‘Jao khelne’. We wanted them to tell their kids ‘Chalo khelne’; and work together as one team when it comes to their children’s health,” added Desai.

The films:
Client: Aditya Birla Capital Limited
Brand: Aditya Birla Health Insurance Co Limited
Agency: Dentsu Webchutney Mumbai
EVP and Branch Head: Nishi Kant
Executive Creative Director: Pravin Sutar
Senior Creative Director: Aalap Desai
VP Client Servicing: Harsh Shah
Senior Brand Strategist: Sumera Dewan
Associate Creative Director, Copy: Yash Kulshreshth
Associate Creative Director, Art: Ananda Sen
Senior Art Director: Murli Thatipamula
Group Account Manager: Amrita Singh
Sr Copywriter: Rohan Natterwala
Sr Account Executive: Deepali Hirwani
Jr Copywriter: Sandipan Deb

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