Max Bupa launches new brand campaign

·       Introduces the concept of ‘one family, one health insurance’

·       Features its flagship product Heartbeat Family First that covers up to 5 Generations, a first in the country

29 January 2013, New Delhi:  Max Bupa Health Insurance today announced the launch of its new brand campaign showcasing Max Bupa’s flagship product Heartbeat Family First which covers 5 Generations. The 7 week multimedia campaign has been launched with an interesting television commercial that features 5 generations of a single family. The campaign is being aired across Hindi entertainment channels as well as English and Hindi news movie and regional channels. The campaign also has a strong print, digital and radio plan which will be rolled out during the third week of the campaign.

Sevantika Bhandari, Director- Marketing, Max Bupa said “Our new campaign is based on the insight that families’ health is a key priority for people across India and they seek products that can meet the need of all their family members. We want to tell our customers that with Max Bupa, it is possible to have one health insurance for the entire family.”

Max Bupa has introduced its new brand campaign with the family theme to cater to the needs of Indian families, who want to secure the health of their loved ones. The core proposition of the campaign is that with Max Bupa, the customers have the option of buying one health insurance, for their entire family, whether small or big.

Sevantika further added, “In India we value our families and take care of them. With the increasing health care costs, having a health insurance cover for all family members is essential. Whatever the family size, small or big, Max Bupa has a Health Insurance plan that covers up to 5 generations and 13 relationships in one policy.”

The campaign has been conceptualized by Max Bupa’s advertising agency Lowe Lintas.

Link to the TVC: http://www.youtube.com/watch?v=cvnqS95cEJ8

Note to Editors:

About Max Bupa Health Insurance

Max Bupa Health Insurance is a, 74:26, joint venture between Max India Limited, a multi-business corporate with expertise in life insurance and health care and Bupa, a leading international healthcare provider with 65 years of healthcare knowledge. Max Bupa brings together a combination of Bupa’s global health insurance expertise 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 1000 people and its network of 20 offices across twelve cities - Delhi, Mumbai, Hyderabad, Chennai, Bangalore, Pune, Ludhiana,Chandigarh, Jaipur, Surat, Kochi and Kolkata. Max Bupa offers individual and family oriented health insurance policies for Indians across all age groups.

Strong Network of over 1500 hospitals

Max Bupa Health Insurance has a direct working relationship with a network over 1500 top quality hospitals and healthcare providers and at the same time the company plans to extend its network of hospitals to other parts of the country. Max Bupa services customers directly without third party involvement. For more details about the company and a list of all our network hospitals please visit www.maxbupa.com.

About Max India

Max India Group is a multi-business corporate, driven by the spirit of enterprise and focused on people and service oriented businesses. The Company is headquartered in New Delhi, India. Max India is in the ‘Business of Life’ with its vision is to be one of India’s most admired corporates for Service Excellence. It ‘Protects Life’ through its Life Insurance subsidiary Max Life, a joint venture between Max India and Mutsui Sumitomo; ‘Cares for Life’ through its Healthcare company, Max Healthcare, a joint venture between Max India and Life Healthcare, South Africa; ‘Enhances Life’ through its Health Insurance company, Max Bupa Health Insurance, a joint venture between Max India and Bupa Finance Plc., UK; ’Rejuvenates Life’ through its Senior Living business Antara, a fully owned subsidiary of Max India and ‘Improves Life’ through its Clinical Research business, Max Neeman, a fully owned subsidiary of Max India. The Group also continues its interest in manufacture of Specialty Products for the packaging industry through its strategic business unit Max Specialty Films.

The flagship company Max India Limited is a widely held public listed entity, with the owner sponsors, led by Analjit Singh holding over 37% stake. Its other shareholders include some of world’s best Institutional Investors such as, Goldman Sachs, International Finance Corporation, Washington (IFC) and Temasek Holdings.

About Bupa: 65 years of Health and Care

Bupa’s purpose is to help people lead longer, healthier, happier lives. Established in 1947, it has over 11.3 million customers in more than 190 countries. Employing over 52,000 people, Bupa has operations around the world, principally in the UK, Australia, Spain, New Zealand and the USA, as well as Hong Kong, Thailand, Saudi Arabia, India, China and across Latin America. A leading international healthcare group, Bupa offers personal and company health insurance, runs care homes for older people and hospitals, and provides workplace health services, health assessments and chronic disease management services, including health coaching, and home healthcare. With no shareholders, Bupa invests its profits to provide more and better healthcare and is committed to making quality, patient-centred, affordable healthcare more accessible in the areas of wellness, chronic disease management and ageing.

For Further Information, please contact:

Elizabeth Chen – elizabeth.chen@text100.co.in 9560021116

Sidra Abbas – sidra.abbas@text100.co.in  9891006782