By Our Staff

Niva Bupa Health Insurance Company Limited (formerly known as Max Bupa Health Insurance Company Limited), has announced a new brand campaign titled ‘Zindagi Ko Claim Kar Le’. This is the first campaign from the company since it rebranded itself as Niva Bupa in July this year. The campaign created by Glue Creatives comprises a series of three films.

Talking about the brand campaign, Nimish Agrawal, Senior Vice President and Head of Marketing, Niva Bupa, said: “At Niva Bupa, the brand philosophy is to humanize and de jargonize the health insurance category and play the role of an enabler that gives consumers the confidence and freedom to claim the countless magic moments that life has to offer. ‘Zindagi Ko Claim Kar Le’ is a way to urge our consumers to live life to the fullest and leave the worries to us, should any unfortunate incident happen.”

Added Gautam Mehtta, Founder and Creative Director, Glue Creatives: “In the insurance category, what works more than the individual products is the brand promise. So, once we had cracked the proposition ‘Zindagi ko claim kar le’, we knew we were onto something good. Building stories where different individuals were living life to the fullest thanks to the confidence and freedom Niva Bupa gave them was easy from there. The happy, energetic, and fun vibe that we wanted for the new brand also got built organically. Co-creating the world of Niva Bupa where individuals are out pursuing life experiences was great fun with the very supportive clients at Niva Bupa and a fabulous director like Shlok, who understands the nuances of keeping the storytelling very relatable and real. I feel that this is just the beginning of the countless stories to emerge from the Niva Bupa brand narrative”.