Aditya Birla Health Insurance Co. Limited (ABHICL), the health insurance arm of Aditya Birla Capital Limited (ABCL), has launched a TVC âGame of Choiceâ â an advertising campaign urging people to evaluate their health goals in their quest for success.
The campaign conceptualised by Taproot Dentsu has been launched across 45+ television channels and social media platforms. The campaign pokes, prods and provokes people to realise how they tend to neglect their health when faced with a choice between their life goals and fitness. It incentivises healthier lifestyle choices with up to 30% of health insurance premium in the form of HealthReturnsTM, as long as they put their health first.
Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital, said, âWould you rather choose health without success, or success without health? The answer isnât that simple. Because when presented with this difficult choice, we realise no amount of success is worthwhile without the good health needed to enjoy it. We do not want to choose one over the other and indeed, we shouldnât have to. But we do take one for granted â our health. With this âGame of Choiceâ, we intend to provoke people into questioning their priorities and encourage them to choose health as a priority life goal, one that is equally important as their career aspirations.â
Agnello Dias, Chief Creative Officer, Taproot Dentsu, said, âPeople are generally hazy about the link between their emotional health and physical health. Aditya Birla Health Insurance Co. Ltd. (ABHICL) campaigns in the past, and this one, aim to provoke hardworking professionals into asking uncomfortable questions to themselves. Answers to which, they know they have, but not too keen to confront and are therefore pushed far back into their minds. The stark, clinically real treatment chooses not to couch this reality in the delusional comfort of creative hyperbole."
Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, added, âBetween being a star performer at work and being frequently or seriously ill, no one in their right mind would pick the latter. Yet, we find that in the race to choose success, health is often left behind. Trouble is, âtellingâ people this is preachy. But letting them âdiscoverâ it for themselves, is what Aditya Birla Health Insurance Co. Ltd (ABHCIL) wanted this campaign to achieve, so that customers can use the brand to strike the right balance in their lives.â
In todayâs fast-paced world, health generally tends to take a backseat, given hectic schedules and the luxury of having everything at our fingertips. With many of us finding it hard to make time for regular fitness activities, such unhealthy lifestyle and dietary choices can potentially lead to an increase in diseases such as high blood pressure, diabetes and heart ailments, etc.
The TVC adopts a game show format wherein three hardworking professionals are pushed into an uncomfortable space, by getting them to choose between health and success. They find these choices extremely unfair but when pushed to choose one, all of them choose health over success. The film thus wants people to self-realise that if we want both health and success, why aren't we prioritising our health at all?
Agency: Taproot Dentsu India
Executive Creative Director: Pallavi Chakravarti
Creative Group Head: Apoorva Jain
General Manager: Ayesha Ghosh
Group Account Manager: Gaurav Phull
Account Supervisor: Vrinda Nair
Production House: Early man Production
Producers: Anand Menon and Milin Shah