Mumbai : Celebrating the festival that marks the strong bond between brothers and sisters, this Raksha Bandhan, Max Bupa Health Insurance – one of India’s leading standalone health insurance players has launched a unique #SabKiSister campaign. Through the campaign, Max Bupa aims to celebrate the invaluable contribution of the unsung heroes of healthcare – the nurses, who look after the patients in the time of need. Fondly called as ‘sisters’, the nurses work relentlessly every-day to ensure appropriate delivery of treatment and care, and enable millions of patients to regain good health.
Marking a tribute to the Nurses, Max Bupa has released a digital film on the brands social media channels including YouTube, Facebook, Instagram, LinkedIn and Twitter to launch the campaign. The video shows the protagonist, who is an old man, surrounded by a loving family going back to the hospital on Raksha Bandhan to thank a nurse who looked after him like his own sister during his hospitalization. The high on emotion film depicts the bond that patients and families often form with the nurses who look after them during the recovery process. Many a times, the nurses do not receive the due recognition, and with this campaign, Max Bupa puts the spotlight on their role and contribution, which is much more than just being the caregivers to the patients.
Speaking about the campaign, Anika Agarwal, Director & Head – Marketing, Digital and Direct Sales, Max Bupa Health Insurance said, “At Max Bupa, we always put our customer’s health first and are deeply committed towards helping all our customers lead healthier, more successful lives. The #SabKiSister campaign recognizes the commitment of sisters in nursing the patients to good health, with selfless care, compassion and empathy. The sisters are the first point of contact for our customers and they truly reflect the purpose and promise for which the brand stands for. This Rakshabandhan, Max Bupa would like to extend our heartfelt gratitude towards all the sisters. Through the digital film we have tried to depict the true essence and contribution of the sisters towards the physical and emotional well-being of patients. We urge each of you to share this film, to spread the message and celebrate the extraordinary contribution of these sisters.”
Max Bupa chose the medium of digital storytelling, to bring this campaign to life, as it strikes a chord instantly with one and all, and connects each of us emotionally in this strong bond shared by brothers and sisters. The digital film has been released in Hindi, with subtitles in three languages, including English, Kannada and Tamil.
Speaking about the film, Bodh Deb, Vice President and Branch Head, Autumn Grey said, “Max Bupa Health Insurance has not only been a thought leader but has always believed in championing the cause of silent heroes in the health care space. We wanted to come up with an idea for them that resonated this very belief system with the right intent and utmost honesty. The thought of #SabKiSister came from the insight that nurses are the unsung heroes of healthcare. Hence, we wanted to create a campaign celebrating the nurses and when we were thinking which the best moment for it was, we realized that Raksha Bandhan was around the corner and that was the day when people celebrate sisters. We wanted to celebrate the selfless caregivers who create bonds not of blood but of love.”
In addition to the digital film, Max Bupa is doing a special outreach programme for Nurses across key hospitals in India, wherein they will be presented with Rakhis and Thank You cards. These hospitals will also have ‘Thank You Walls’ on which patients and their families can acknowledge the enduring efforts of the sisters and express their gratitude. Further, the campaign is being promoted through digital and social platforms and influencers across the country, through a strong content push.
Over the years, Max Bupa has deeply invested in building a brand that is true to its purpose of helping customers lead healthier and more successful lives. Max Bupa has created an ecosystem of care and excellence for its valued customers at the moment of truth, facilitated by its strong network of partner hospitals across India, service innovations like ‘Point of Care’ – dedicated personnel to help Max Bupa customers during hospitalization, 30 mins cashless claims promise for smooth claims settlement, amongst others. This has helped Max Bupa maintain a strong brand connect with the customers, which also resonates in all its brand and marketing efforts till date.
Credits for the digital film:
- Agency: Autumn Grey
- Founder & CEO: Anusha Shetty
- Insight & Idea Conceptualized by: Bodh Deb & Nishanth Anantharam
- Script Written by: Nishanth Anantharam
- Agency Campaign Team: Tuhina Bapuli, Nishant Sethi, Soumyadeep Ghosh, Varun Vasuraj, Deepak Puttaramaiah, Kumari Meghna, Mithun N Cotha, Kaveri Ganiger
- Production House: Team Dora Digs
- Film Directed by: Ankit Mehrotra
- Music Director: Haroon & Gavin