Niva Bupa unveils a new campaign “Start Young”

Niva Bupa Health Insurance Company Limited (Formerly known as Max Bupa Health Insurance Company Limited) – one of India’s leading standalone health insurers, has unveiled a campaign which is targeted at millennials to drive adoption of Health Insurance leveraging its new product offering Aspire- an insurance product curated for young India.

More than 40% of overall Health Insurance searches in the category are driven by people below the age of 35 years. However, the same does not translate into purchase, with less than 15% contribution coming from this segment.

Niva Bupa commissioned a consumer research which revealed interesting insights that Youngsters today have a long-term view of things but still want to maximize the present. They want to be in control and make independent decisions. They are concerned and proactive about their lifestyle including health and prioritize physical fitness, mental well and spiritual wellbeing.  However, this increased consciousness around health does not translate into health insurance purchase. Key barriers to purchase in their view were:

1. Lack of urgency - The need for Health Insurance is linked with the possibility of hospitalization, which the younger generation believe is not happening anytime soon as they are not likely to fall sick, given their younger age. 

1. Return on Investment mindset - Youngsters today are financially savvy and look at their expenses with return on investment mindset. Since the utility of health Insurance kicks in later in life as per them, they believe purchasing today would not be a waste.

On the back of these insights Niva Bupa’s built its newest offering, Aspire. Designed for the young generation, Aspire has a host of benefits that delivers instant gratification and benefits for youngsters.

Following the launch of the product, the company has released a digital film which urges consumers to “Start Young” and get rewarded for doing so. The film has been released on Niva Bupa’s social media channels including YouTube, Facebook, Instagram and LinkedIn, which narrates the sequence wherein two families meet for match-making discussions. As is usually the tradition, the families turn to the eldest in the family to make the final decision however the girl’s family insist that in their house a certain ‘Anupama Ji’ takes all the major decisions since she is the smartest. ‘Anupama Ji’ is none other than the younger sister of to-be bride who has earned the respect of everyone since she has taken an extremely wise decision of purchasing Niva Bupa’s Aspire plan from her first salary.  The film then goes on to illustrate Aspire’s industry-first benefits which includes a comprehensive parenthood benefit called M-iracle which covers all expenses related to maternity including IVF treatment, surrogacy and more. It also talks about the Lock the Clock benefit which lets customers pay as per the entry age until the first claim, and Booster+ which lets customers carry forward the unutilized base sum insured up to 10X. She goes on to talk about the Borderless feature which gets you treatment anywhere in the world. For the value conscious, Aspire has the Cash-Bag feature that lets you accumulate cashbacks on every claim free year that can be redeemed during renewal. Upon knowing that the to-be groom also has the Aspire plan by Niva Bupa, ‘Anupama Ji’ approves of the match saying that that future brother-in-law is already "future-ready".

Talking about the film, Nimish Agrawal, Executive Vice-President and Head of Marketing at Niva Bupa said, " Earning respect of your family is a powerful insight especially when that happens at an early age. There's nothing more attractive and smarter than being ready for whatever life throws your way. With Aspire, Niva Bupa attempts to redefine the category codes and celebrate the decision that every youngster should make. 

This film's innovative approach to a traditional scenario highlights how Aspire's industry-first benefits are reshaping the conversation. The product is a solution for the ever-evolving needs of Gen Z and millennials. It's not just about protection; it's a proactive, forward-thinking approach to health and well-being for the young population of our country." 

The launch of Aspire comes at a time when the healthcare industry is poised for its next phase of growth and is marked by a paradigm shift in consumer behavior and expectations. The Aspire health insurance product covers a wide array of features, ensuring that both individuals and families receive extensive protection and financial security throughout their health journey.