Ad Campaigns
Max Bupa promotes everyday use health insurance plan to millennials
MUMBAI: Health insurance player Max Bupa has rolled out a new brand campaign that talks about its latest digitally-enabled everyday use health insurance plan ‘GoActive’ and aims to change the way Indians perceive health insurance, making it a part of their daily lives vis-à-vis a service that may or may not be used even once a year.
Complementing the disruptive product ‘GoActive’, which is a simple unified plan that covers majority of health needs on-the-go including OPD, personal health coaching, health checks, hospitalisation and much more, the new campaign attempts to redefine how health insurance brands typically interact and engage with their customers.
The new TVC gives both — traditional health insurance policies, and GoActive – a human avatar to demonstrate their engagement and contribution to our daily lives. In the opening sequence, traditional health plans are depicted as furniture by virtue of their rare usage, whereas GoActive has been personified as a young, fit, interactive and engaging persona that stays with you 365 days a year, covering many more health aspects what traditional plan did not cover. The new campaign features actor and TV host, Aparshakti Khurrana, who personifies the new age health insurance plan.
Created by Contract Advertising, with an aim to promote healthy living and familiarising the nation with the digitally enabled Everyday Use Health Insurance Plan, the commercial will run across both tier 1 and 2 markets.
Contract Advertising India chief creative officer Ashish Chakravarty mentions, “Usual perception of health insurance is something that you buy and then put it in some file. Customers then almost forget about it unless there is a need for a big medical treatment. Max Bupa GoActive is a unique product that has been designed so that it is relevant and can be used almost every day of the year. So was born the idea of health insurance as a person who is with you in more ways than one.”
The campaign aims to bring in more young Indians into the health insurance fold, a change that is one of the effective ways to drive the country’s health insurance penetration, leveraging humour. The campaign leverages humour to connect with today’s evolving, younger audiences. Customers today want their health insurance plans to be more inclusive and cover health needs of more frequent nature, besides hospitalisation. Today’s tech savvy generation also needs everything at their fingertips – almost demanding a fully integrated digital product that offers everything on-the-go. The campaign focuses on these aspects to talk to the customers with what they really want.
Max Bupa SVP – marketing and head digital sales Anika Agarwal says, “The brief for the creative agency was to break the stereotype and reimagine what health insurance should do. Make people realise that GoActive will work with you 365 days a year for all your health needs on the go – related to illness and wellness. It is designed for today’s digital audiences and so the campaign will be aired on high affinity TV channels and will have a big online and digital play including mobile, to reach out to our target audiences.”
Despite India’s falling health graph, the country still has one of the lowest health insurance penetration levels in the world with less than 20 per cent of the population with any form of health insurance. Young Indians, in spite of their lifestyles and increasing incidence of illnesses, generally do not feel the need for health insurance owing to how they still see it as a financial decision that can be deferred, a contingency investment only for old age and a recurring expense with uncertain usage, while you are in the pink of health.
The three-week campaign with 40-second and 20-second ad spots will go live across leading television GECs, news channels, movie channels and leading regional channels, print publications and OTT media platforms in multiple languages such as English, Hindi, Marathi, Telugu and Kannada. Social amplification of the TV commercial will be done through digital platforms like YouTube, Facebook and OTT platforms such as Netflix, YouTube, Truecaller, etc.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
