Ad Campaign 9th March 2017


Ad Campaign 9th March 2017

Max Bupa Health Insurance

Max Bupa bets big on its service delivery; launches Brand Campaign on its 30 Minute Cashless Promise


  • Showcases its unique service differentiator - 30 minutes cashless claims promise
  • Highlights the importance of claims turnaround time in its new brand campaign



New Delhi/Mumbai, March 9, 2017: Reiterating its 30 minute cashless claims promise, Max Bupa Health Insurance today rolled out its new brand campaign across leading television channels and social media platforms like You Tube and Facebook.


The claims process, at the time of hospitalization, is one of the biggest pain points for customers of health insurance and one of the most critical factors for families while choosing a health insurance policy.  Max Bupa has created a differentiated service proposition in the health insurance industry to promise cashless claims pre-authorization within 30 minutes, at the time of hospitalization. While the industry average for cashless claim processing ranges between 2 to 4 hours, Max Bupa offers the same in just 30 minutes. The company has an in house claims settlement team that deploys technology to create customer delight at the point of claim.


The television commercial, created by ‘Ogilvy & Mather’ showcases the importance of Max Bupa’s quick and seamless 30 minutes service promise at the moment of truth i.e. point of claim.  It depicts a modern Indian family scenario, which is busy preparing for the arrival of the new born by preparing themselves for the anticipated complex and long cashless claim process. The entire process seems to be very tedious and the family skips the fact that there will be no one with the would-be mother on her big day. The pregnant lady calls this out to her husband and he is speechless as he has no answer to her poignant question. This is where


Max Bupa steps in with the 30 minute cashless claim service proposition and bails the family out of the situation.


The campaign is set up in the modern Indian family with its core proposition of the campaign being that Max Bupa delivers the quick and smooth claim settlement which in turn allows families to cherish precious moments with their loved ones.


Talking about the campaign, Ashish Mehrotra, MD & CEO, Max Bupa, said “Max Bupa is recognized as one of the most trusted and admired brands in the health insurance sector. With the evolving consumer mindset, growing appetite and market for health insurance, we felt this is an opportune time to carry forward our brand story with a new campaign. At Max Bupa, we pride ourselves on putting our customers’ health first and living our unique 30 minute cashless claims service promise at the moment of truth.  As a committed health insurance partner to millions, our purpose is to help our customer’s live healthier, more successful lives, by providing them exemplary customer service. Today, we process 90% of our cashless claims within 30 minutes. By making service our core differentiator, we are demonstrating real value of health insurance to customers, both old and young.”


 “The campaign reiterates the brand’s promise of helping customer’s put their health first, by being with them in the hour of need. Our aim is to ensure that we help our customers in the moment of crisis by making the cashless claims approval process smooth, easy and fast. The TVC highlights that we are not only in the business of paying claims, but ensuring our customers are able to concentrate on their loved ones’ health without worrying about the claims process and approval time. Our intent is to build differentiation by educating the modern day families about the benefits of health insurance, across life stages in an engaging way. The campaign demonstrates the tangible value of health insurance to customers and also strikes an emotional connect with the viewers,” added Anika Agarwal, Head - Marketing, Max Bupa


The 4 week campaign will be live on 40 leading television channels, including General Entertainment Channels, English, Hindi & Business News Channels News, English & Hindi Movies, HD Channels and leading regional channels, including digital platforms like YouTube and Facebook starting today.


In 2010, Max Bupa launched its business operation with ‘Your Health First’, a first of its kind campaign in the health insurance space, which spoke to customers about prioritizing their health. Over the last 7 years, Max Bupa has strengthened its differentiated brand positioning through multiple campaigns like ‘Max Bupa Walk for Health’ and ‘Family First’.


Max Bupa Health Insurance

Max Bupa is a 51:49, joint venture between Max India Limited, a multi-business corporate with expertise in life insurance and health care and Bupa, a leading global health and care company with 65 years of healthcare knowledge. Max Bupa 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 1600 people and its network of 26 offices across 16 cities - Delhi, Mumbai, Hyderabad, Chennai, Bengaluru, Pune, Ludhiana, Chandigarh, Jaipur, Surat, Kochi, Kolkata, Patna, Goa 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 3500 top quality hospitals and healthcare. For more details about the company and a list of all our network hospitals please visit



About Max India Limited

Max India, the holding company for Max Healthcare, Max Bupa Health Insurance and Antara Senior Living, 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 recog nized for their outstanding service standards. The Company owns and actively manages a 45.95% per cent stake in Max Healthcare, a 51% stake in Max Bupa Health Insurance and a 100% stake in Antara Senior Living.


About Bupa

Bupa’s purpose is longer, healthier, happier lives.  As a leading global health and care company, we offer health insurance, medical subscription and other health and care funding products; we run care homes, retirement and care villages, primary care, diagnostic and wellness centres, hospitals and dental clinics. We also provide workplace health services, home healthcare, health assessments and long-term condition management services. We have 29m customers in 190 countries. With no shareholders, we reinvest our profits to provide more and better healthcare and fulfil our purpose. We employ almost 80,000 people, principally in the UK, Australia, Spain, Poland, New Zealand and Chile, as well as Saudi Arabia, Hong Kong, India, Thailand and the USA.

Trending Now