Leaving Health Concerns Behind: Aditya Birla Health Insurance Unveils ‘KyaPeecheChhodaHai’ Campaign

Aditya Birla Health Insurance Company Ltd. (ABHICL), the health insurance joint venture of Aditya Birla Capital Ltd. (ABCL), has unveiled its new brand campaign, “KyaPeecheChhodaHai”.[0] This campaign encapsulates the importance of how positive health behaviors, such as walking 10,000 steps daily, can help an individual leave health concerns behind.[0]

Mayank Bathwal, CEO of Aditya Birla Health Insurance, said, “At ABHI, our primary focus is to help our customers with cutting-edge, innovative health-first insurance solutions which not only protect them from medical uncertainties but also nudge them to live a health-focused life. We take immense pride in having pioneered this model of health insurance that transcends the boundaries of an indemnity based model by focusing on proactive health-care for our customers.”[0]

The “KyaPeecheChhodaHai” campaign celebrates real ABHICL customers who have successfully managed to change their lifestyle by inculcating the simple habit of walking 10,000 steps regularly and have left behind health related issues. The video campaign shows people from different walks of life, who narrate their stories about how walking 10,000 steps have helped them do away with concerns like mental stress and weight issues, diseases like diabetes, asthma etc.[1]

We at health insurance companies take great pride in having our customers trust us, and we are very pleased when they give us their endorsement.[0] In the movie, the customers come from a variety of backgrounds, but what unites them is their determination to make a difference in their lives through daily walking and taking positive steps to manage their health.[0] We hope the films will encourage people to prioritize their health by engaging in simple yet effective physical activities such as walking 10,000 steps daily.[2]

The goal of this campaign is to make people aware of how vital it is to maintain a healthy lifestyle, and how ABHI is a driving force in this shift.[2] The company states that their campaign honors true customers who have accomplished the transformation of their lifestyle by incorporating the practice of taking 10,000 steps daily, resulting in the alleviation of health problems.

0. “Aditya Birla Health Insurance's “KyaPeecheChhodaHai” campaign features customers as brand ambassadors” BuzzInContent, 27 Jan. 2023, https://www.buzzincontent.com/story/aditya-birla-health-insurance-single-s-kyapeechechhodahai-campaign-features-customers-as-brand-ambassadors/

1. “Aditya Birla Health Insurance rolls out its ‘KyaPeecheChhodaHai’ campaign” The Financial Express, 27 Jan. 2023, https://www.financialexpress.com/brandwagon/aditya-birla-health-insurance-rolls-out-its-kyapeechechhodahai-campaign/2961706

2. “Aditya Birla Health Insurance announces new brand campaign “KyaPeecheChhodaHai”” Indiantelevision.com, 27 Jan. 2023, https://www.indiantelevision.com/mam/media-and-advertising/ad-campaigns/aditya-birla-health-insurance-announces-new-brand-campaign-kyapeechechhodahai-230127