Mumbai: Aditya Birla Health Insurance Company Ltd. (ABHICL), the health Insurance subsidiary of Aditya Birla Capital Limited, a significant non-banking financial services company, launched a campaign #LaughForAHealthyHeart on the occasion of World Heart Day. The awareness campaign launched to spread awareness about maintaining heart health simply with the power of laughter therapy has reached over two million people.
Numerous medical reports and resources have indicated the benefits of laughter in protecting the heart from various ailments. As per medical science, laughter reduces the stress hormone production which is known to be the root cause for our blood vessels to narrow and cause a high risk of a heart stroke or high BP. Laughter not only promotes your heart to stay healthy but also aids in weight loss, boosts your immune system, keeps your emotional health in check and relieves stress.
Keeping the above research in mind, Aditya Birla Health Insurance’s #LaughForAHealthyHeart campaign chooses ‘Comedy’ as the antidote to relieve stress and the content pillar to dovetail themes of Heart, Health and Insurance in its campaign messaging. The #LaughForAHealthyHeart campaign sees stand-up comedians Gaurav Kapoor, Ramya Ramapriya, and Anirban Dasgupta delivering their laughter punch lines to convey the importance of heart health. For instance, one video makes the viewers laugh at how we try to keep our heart healthy by eating unhealthy food while another draws attention to how laughing can relieve your stress if you adapt it daily. The stand-up comedians also selected lucky winners from the users who shared 20sec – 1 min short laughter stories and cracked jokes around ‘heart’ while ensuring importance on health.
As part of the #LaughForAHealthyHeart campaign, ABHI also hosted ‘Laughter Yoga’ session on ‘Activ Living’ with Guru of Giggling, the founder of the laughter yoga movement, Dr. Madan Kataria. He guided the audience with special techniques on how to laugh by yourself, your family, and your colleagues.
ABHI’s #LaughForAHealthyHeart engages potential and existing customers along with its bank partners, sales agents, etc. The campaign supports the brand message, i.e #DilKoKhushABHIKaro, emphasizing that happiness can keep a heart-healthy.
Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital, said, “The core and origin of this campaign was the medical fact that laughter can actually help the heart and person live a longer and richer life. Our message to people is to live life to the fullest, by taking every opportunity to laugh, despite the challenging times we live in. #LaughForAHealthyHeart campaign provokes and motivates people to think about their heart’s health, without making any major lifestyle changes but just including laughter therapy in their daily routine. The beauty of this campaign is that we just need to take a small step i.e. laugh, to keep our hearts healthy. As a brand, we remain committed to provoking people to self-realize simple ways and means to live the life they desire; the healthy way.”
Speaking about this initiative, Mayank Bathwal, CEO, Aditya Birla Health Insurance, said, “#LaughForAHealthyHeart campaign echoes with ABHI’s ‘Health First’ philosophy as we consistently encourage people to maintain a healthy lifestyle. People across the world have endured the effects of Covid-19. With this campaign, we want to spread awareness that a simple and small measure such as laughing can bring joy and help individuals to keep heart-related ailments at bay.”