Niva Bupa's 'Ye to Mujhe bhi chahiye' campaign highlights the features of its latest offering

Niva Bupa Health Insurance has launched a new brand campaign titled ‘Ye to Mujhe bhi chahiye.’ 

The campaign is followed by the launch of Niva Bupa ReAssure 2.0 plan - an indemnity health insurance plan which, as per the company, makes seemingly impossible product offerings possible.

As part of its latest offering, Niva Bupa has introduced three which has the potential to bring a shift in the health insurance industry.

These include

• Booster+, which helps carry forward unutilised base sum insured up to 10X.
• Lock the clock, which enables one to pay premium as per the entry age until one makes their first claim, thereby helping customers save on premiums.
• ReAssure Forever, which triggers ReAssure benefit forever after the first claim in the policy. This benefit is unlimited and up to the Base Sum Insured

The campaign captures real life scenarios to depict the policy benefits for consumers through three digital films to highlight the importance of Niva Bupa ReAssure 2.0’s Age Lock, ReAssure and Booster+ benefits. 

The campaign is an extension of Niva Bupa’s thematic campaign – Zindagi ko claim kar le.

Nimish Agrawal, Senior Vice-President and Head of Marketing, Niva Bupa Health Insurance, said, “Based on our consumer research we identified that single biggest reason that prevents prospects from buying Health Insurance - is the perception that money gets wasted in paying premium unless they make a claim.”

“Our latest product, ReAssure2.0 has been designed to address these concerns and offer a product benefit where irrespective of claim/no claim, the consumer doesn’t waste his money and further derives more value than what he/she pays for at all times. Some of these benefits are new to industry and hence the campaign has been woven around these benefits in a relatable yet endearing manner. We hope that with this campaign more and more consumers at an early age will come under the ambit of health insurance and live life without ever worrying about financial implications of sickness and hospitalisation. Our media mix will be an omni channel strategy with TV, Radio, Social and OTT platforms for maximum reach at an optimum unduplicated frequency.”

The brand campaign has kicked off in March 2023 with a digital-first approach which will be followed by a phygital media mix across traditional channels like TV, Print and Radio along with digital platforms in the coming month.

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