Max Bupa ropes in Boman Irani for ad blitz

New Delhi: Max Bupa has roped in Bollywood actor Boman Irani for a multi media advertising blitz as the health insurance company readies a campaign to highlight the pressing need for health insurance policy, especially during the current pandemic.

The campaign which has been conceptualised by Dentsu and Isobar will kickstart on television, with a focus on general entertainment channels, regional channels and news channels. This will be followed by a roll out across several digital media platforms.

"If we look at the penetration of health insurance in the country, it is abysmally low, despite us spending money and effort in educating the customer. Now, in times of covid it has come to the forefront and people are open to listening to the why and what of the category," said Anika Agarwal, Director - Marketing & Direct Digital Business, Max Bupa Health Insurance.

The campaign is a part of the company's Insure care program under which Max Bupa is offering various healthcare services such as consultation with doctors, fitness programs and other services to its customers in the comfort of their home.

Max Bupa spent around 8-10% of its overall media budget on the campaign. "We spend about 20% of our overall marketing budget on above the line efforts and this campaign is a part of that," Agarwal added.

In the campaign, Irani will be seen urging viewers to buy the right health insurance plan for medical protection during the Covid-19 outbreak and otherwise. He poses the question - Ab Nahi Kharidoge To Kab?, which is also the tagline for the ad.

The campaign also talks about Max Bupa's simple and affordable offerings, making it viable option for Indians across the country.