Single policy for one entire family: A Max Bupa coverage

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MAX-BUPAMax Bupa Insurance has introduced a new concept of ‘one family, one health insurance’, whereby it is offering customers the option of buying a single health insurance for the entire family, irrespective of the size.

To showcase this flagship product ‘Heartbeat Family First’ which covers five generations, the insurance company has launched a new brand campaign. The multimedia campaign, which is of seven week duration, includes a television commercial which is running across Hindi entertainment channels as well as English and Hindi news movie and regional channels. From the third week onwards, the company will also spread across other communication channels- print, radio and digital.

Sevantika Bhandari, Director- Marketing, Max Bupa

Sevantika Bhandari, Director- Marketing, Max Bupa

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.”

With a theme centering on the family, the core proposition of the new campaign, conceptualized by Lowe Lintas, is that with Max Bupa customers can opt for one health insurance plan for the family rather than have separate plans for each member.

Explaining further, Bhandari 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.”

Sevantika Bhandari, Director- Marketing, Max Bupa

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Neeta Nair

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