Ad Campaigns
Niva Bupa’s new campaign encourages customers to enjoy life
Mumbai: Niva Bupa Health Insurance Company Ltd (formerly known as Max Bupa Health Insurance Company Ltd) 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.
With the new campaign, Niva Bupa brings a fresh perspective to the category narrative which implies that health insurance is for freedom and not constraints. The company aims to democratise health insurance and play the role of an enabler which would eliminate the fear element often associated with the health insurance category, it said in a statement.
“At Niva Bupa, the brand philosophy is to humanise and de jargonise 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,” stated Niva Bupa senior VP and head of marketing Nimish Agrawal. “‘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.”
The campaign has been created by Glue Creatives and captures real-life situations in the lives of consumers. It showcases how health insurance enables people to accumulate experiences and build memories. The TVCs comprise a series of three films, directed by Shlok Sharma. “It is rare to get a script that brings out such a sincere product in such an interesting way. Add to that, the range that we have covered in the films around the product makes it truly engaging. These films by Niva Bupa got me very excited at their approach of being light-hearted with such convenient, user-friendly features at their core,” said director Sharma.
The brand campaign will kick off with a phygital media mix across traditional channels like TV, print, and radio along with digital platforms. The high decibel campaign covers 100+ town clusters with its radio reach. The TV plan covers 35+ channels which include leading news channels such and popular television shows. The print plan covers 15 cities and 35 town clusters across leading publications. The ad will also be run during primetime on movie channels such as Star Gold, Zee Cinema, with a total of 9300+ spots spread over three weeks, said the brand in a statement.
“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,” said Glue Creatives founder and creative director Gautam Mehtta. “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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
