Max Bupa concludes its #DonateYourWeight campaign, in association with Cuddles Foundation

Donates 500kg of nutritional supplements to Cancer stricken children  

New Delhi, October 26, 2018: Celebrating National Nutrition Week, Max Bupa, one of India’s leading standalone health insurance players, successfully concluded a 360 degree marketing campaign #DonateYourWeight, in association with Cuddles Foundation, to support the underprivileged and malnourished children battling cancer. Cuddles Foundation, a non-profit organization works with cancer hospitals and centres across India to provide food and nutritional supplements, nutrition counselling, customized diet plans, etc. to cancer stricken children.

Malnourishment is a grave but often ignored issue, particularly amongst children fighting cancer. Industry report suggests that almost 50,000 children are diagnosed with cancer every year in India, and almost 8 out of 10 children lose the battle to cancer due to malnutrition. Given the gravity of the situation and the lack of awareness, Max Bupa took up the cause of malnourishment so that more and more people are made aware of the seriousness of the issue and immediate measures are taken to support the cancer stricken children with right care and provisions.

Max Bupa’s month long #DonateYourWeight campaign saw great success, with many people taking up the challenge and cumulatively donating 500kgs weight. And Max Bupa contributed an equivalent amount of nutritious food and supplements to Cuddles Foundation to support the children battling with cancer. The social cause led campaign was actively promoted across Max Bupa’s social platforms, Radio, PR, on ground activation at partner bank branches, and garnered stupendous response with 10.2 million total reach, 11.5 million total impressions and 876K total video views. Max Bupa also roped in stand-up comedians to generate awareness around the issue at large. East India Comedy artists - Azeem Banatwalla, Angad Singh Ranyal, and Sahil Shah, promoted the campaign on their social channels through interesting hashtags, content, videos and static images, which saw 3,812 total engagement and 27,086 total video views.

Speaking on the success of the campaign, Ms. Anika Agarwal, Senior Vice President and Head-Marketing, Digital and Direct Sales, Max Bupa Health Insurance, said “Malnourishment is an often ignored issue and more so in cancer stricken children. It is really commendable that Cuddles Foundation has taken it upon themselves to champion the cause and we are happy to have partnered with them to generate awareness around the issue at a large. At Max Bupa, we truly care for the wellbeing of our customers and through this campaign, endeavor was to inspire the youth of India to adopt healthy eating and living to not only help themselves become fit but also help India’s malnourished kids live a healthier life.”

Note to editors:

Max Bupa Health Insurance

Max Bupa a 51:49 joint venture brings together a combination of Bupa’s health insurance and customer service expertise with Max India’s understanding and experience of the Indian health and insurance sectors. Max Bupa offers quality health insurance services through a dedicated team of over 1900 people and its network of 29 offices across 19 cities - Delhi, Mumbai, Hyderabad, Chennai, Bangalore, Pune, Ludhiana, Chandigarh, Jaipur, Surat, Kochi, Kolkata, Patna, Goa, Gurugram, Lucknow, Vadodara, Thane and Jodhpur. Max Bupa offers individual and family oriented health insurance policies for Indians across all age groups. Max Bupa has a direct working relationship with a network of over 4000 top quality hospitals and healthcare. Over the last seven years, Max Bupa has introduced many innovative offerings that cater to the evolving health needs of various customer segments. For more details about the company and a list of all our network hospitals please visit www.maxbupa.com.

About Max India Limited:

Max India, the holding company of Max Bupa Health Insurance and Antara Senior Living and equal joint venture partner in Max Healthcare, is focused on health and allied businesses. Max Healthcare and Max Bupa Health Insurance are joint ventures with global leaders, Life Healthcare (South Africa) and Bupa Finance Plc. (UK), respectively. These businesses have well-entrenched positions in their respective categories, and are recognized for their outstanding service standards. The Company owns and actively manages a 49.70% per cent stake in Max Healthcare, a 51% stake in Max Bupa Health Insurance and a 100% stake in Antara Senior Living. Max India is listed on both the Bombay Stock Exchange as well as the National Stock Exchange.

About Bupa:

Bupa's purpose is helping people live longer, healthier, happier lives. With no shareholders, our customers are our absolute focus. We reinvest profits into providing more and better healthcare for the benefit of current and future customers. We have 16.5m health insurance customers, provide healthcare for 10.6m people in our clinics and hospitals, and look after over 22,000 aged care residents. We employ around 80,000 people, principally in Australia, the UK, Spain, Hong Kong, Chile, Brazil, Poland, New Zealand, Saudi Arabia, India and the USA.

Health insurance is around 70% of our business. In a number of countries we also run clinics, dental centres, hospitals and care homes and villages

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