: Case Study: How Aditya Birla Health Insurance created brand salience in health sector on World Heart Day #IndiaNEWS #Case Studies On World Heart Day, Aditya Birla Health Insurance focussed on creating

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Case Study: How Aditya Birla Health Insurance created brand salience in health sector on World Heart Day #IndiaNEWS #Case Studies
On World Heart Day, Aditya Birla Health Insurance focussed on creating brand awareness around health and fitness, along with building brand salience in the health insurance category through a mix of social media outreach and content marketing.



This case study explores how Aditya Birla Health insurance initiated its World Heart Day awareness campaign, garnering 1. 9Mn+ impressions across digital and social media platforms



Category Introduction



The market size of the Indian health insurance sector was about 370 billion Indian rupees in the financial year 2018. This was projected to cross over two trillion rupees by the financial year 2030. This growth was projected taking into account the rising income levels, increasing awareness in urban areas, and growing lifestyle-related health demands.



Brand Introduction 



Aditya Birla Health Insurance Co. Limited (ABHICL), a subsidiary of Aditya Birla Capital Ltd. (ABCL), is a joint venture between Aditya Birla Group and MMI Holdings of South Africa. ABHICL was incorporated in 2015 wherein Aditya Birla Capital Limited (ABCL) and Momentum Metropolitan Strategic Investments (Pty) Limited (Formerly known as MMI Strategic Investments (Pty) Ltd. ) hold 51% and 49% shares respectively. ABHICL commenced its operations in October 2016 and is engaged in the business of health insurance. The company’s current product portfolio includes unique offerings including chronic care and incentivized wellness. As of Q1 FY22 end, ABHICL recorded a gross written premium (GWP) of Rs. 368 Crore and covered more than 14. 4 Mn lives. ABHICL has a nationwide distribution presence in over 2800+ cities through branches and partner offices, 9 bancassurance partners, and over 49,300+ direct selling agents.



ABHICL has scaled and diversified digitally enabled distribution through 70%+ agency growth with 175 branch locations, bancassurance available through 16,000+ branches, and 38+ digital partners covering 4 Mn. + lives through 50+ contextual byte-sized products. ABHICL’s 50% of customers have begun their affirmative health journey. This is a testament to ABHICL’s philosophy of moving from Buy & Forget to Buy & Engage with a focus on ‘Health First’ in health insurance to promote healthy living.



Objective



The primary objective of the brand on social media is to propagate the message of good health and wellness by talking about its benefits, giving out helpful tips, and creating interesting content in that zone. The primary objective of the campaign was to spread the message of a healthy heart and healthy living, harping on the relevance of Laughter is the best medicine even for healthy hearts to lead fulfilling and holistic lives.

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