Max Bupa’s #ExYourExcuse campaign encourages people to put their health first

New Delhi/Mumbai, April 24, 2019: Max Bupa, one of India’s leading standalone health insurance player, has initiated a month long integrated campaign #ExYourExcuse, in order to nudge people, especially the youth, to take their health seriously by giving up on unhealthy habits and excuses that keep them from achieving their health goals. With the increase in lifestyle and critical illnesses, it has become pertinent for people to follow a healthy lifestyle and manage their health and with this campaign; Max Bupa is urging people to take small steps towards leading a healthier and fitter lifestyle.

Most often people think that taking care of their health needs a lot of time and effort; however it is not about time but making small lifestyle changes towards making health a habit which certainly has varied benefits. People find innumerable excuses to not follow their daily health routine, such as not being able to wake up early, unexpectedly late working hours, difficulty in resisting junk, etc.

Max Bupa has been amplifying the campaign across its social media channels through engaging content, videos, and also collaborated with digital influencers like Pallavi Ruhail, Megha Sarin, Aman Singh Virk among others to promote the campaign and encourage their followers to adopt a healthy routine. As part of the campaign, Max Bupa is also running a contest asking people to share videos, photos and voice notes of their health mantra and how they managed to overcome their health excuses. So far, 500+ people have already participated in the contest and shared their videos and photos of eating healthy food to indulging in physical activities like swimming, going to gym etc.

In addition, Max Bupa has also been promoting the campaign on Radio City through quirky engagements and fun content. The radio campaign has been kick started across 11 cities during primetime slots to symbolize how through simple lifestyle changes such as eating fruits rather than junk, drinking ample amount of water, standing and walking more often, etc. one can lead a healthier life. During this integrated social media and radio outreach, the campaign garnered 3.6 Cr+ impressions on social media and other digital channels.

Speaking about the campaign, Anika Agarwal, Senior Vice President and Head-Marketing, Digital and Direct Sales, Max Bupa Health Insurance said, “In keeping with our purpose of helping our customers lead healthier, more successful lives, #ExYourExcuse campaign has been launched to trigger a meaningful conversation around health and to enable people prioritize their health by encouraging them to leave behind their usual excuses. We are indeed overwhelmed with the response as our social media channels are flooded with highly motivating videos of people who are trying hard to give up their excuses and make a healthy start.”

Max Bupa as a responsible health insurer conducts regular campaigns to educate consumers on the need to follow healthy habits in order to lead a fitter life. Last year, Max Bupa did 360 degree campaign #DonateYourWeight, in association with Cuddles Foundation, to support the underprivileged and malnourished children battling cancer which garnered stupendous response with 10.2 million total reach, 11.5 million total impressions and 876K total video views. Also, Max Bupa’s #JunkTheJunk campaign challenged the social media users to quit junk which also got an overwhelming response from the netizens and the campaign received over 7.5 million impressions in just a span of 7 days.

About Max Bupa

Max Bupa, a standalone health insurance player in India, is a 51:49 joint venture between Max India Limited, a multi-business corporate in the business of life and care and the Bupa Group, a leading international healthcare company with a legacy of providing specialized healthcare services for over 70 years. In FY2018, the company outpaced the industry with a 27% increase in GWP, as against 22% sectoral GWP growth. Focusing primarily on the Business to Customer segment, the company is an innovation expert with many breakthrough innovations to its credit, including its recently launched digitally enabled comprehensive wellness cum health insurance product GoActive. It markets its policies through a balanced distribution mix of over 26,500 Agents, 11 Bancassurance & Alliance Partners and through online sales. Max Bupa operates in the high potential retail health insurance space which is expected to grow to INR 630 billion by 2025, growing at a CAGR of 22%. For more details please visit https://www.nivabupa.com/

About Max India

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 49.7% 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. For more details, visit www.maxindia.com

About Bupa

Bupa's purpose is helping people live longer, healthier, happier lives.

With no shareholders, our customers are our focus. We reinvest profits into providing more and better healthcare for the benefit of current and future customers. We serve 15.5m health insurance customers, provide healthcare to over 14.5m people in our clinics and hospitals and look after over 22,000 aged care residents.

We directly employ over 78,000 people, principally in the UK, Australia, Spain, Poland, Chile, New Zealand, Hong Kong, the USA, Brazil, the Middle East and Ireland. We also have associate businesses in Saudi Arabia and India.

Health insurance accounts for the majority of our business. In some markets we also operate clinics, dental centers, hospitals, and care homes and villages.

For more information, visit www.bupa.com

Max Bupa is now Niva Bupa

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