Aditya Birla Health Insurance: ABHI Karo

Aditya Birla Health Insurance (ABH), increased its reach, views, and the number of policies taken out in India by circulating two videos championing the need for health insurance.

Campaign details

Brand: Aditya Birla Health InsuranceAgency: NARegion: APAC

Strategy

Objective

The objective of this campaign was full-funnelled. The launch of our new health insurance plan – Activ Health Platinum Enhanced – was planned and we wanted to create impact along with awareness for the product along with consideration leading to sales. Additionally, we wanted to couple this launch with a brand campaign that would help the brand awareness soar as well. The health insurance category is highly saturated and yet is under penetrated. It has been a ubiquitous, noisy and stagnant category with little...

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