Niva Bupa Health Insurance Company Limited has partnered with Zepto, a quick commerce platform, to launch a campaign emphasizing the importance of health insurance. The campaign, titled “No Freedom Sale,” coincides with India’s Independence Day and aims to remind people that hospital bills do not offer discounts. The collaboration involves outdoor advertising, branded delivery experiences, and digital integration to reach consumers in key metros.
The campaign begins with a witty out-of-home execution, where Zepto’s billboards advertise their 10-minute delivery promise, while adjacent Niva Bupa billboards respond with a reminder that hospital bills do not offer discounts. This juxtaposition serves as a call to safeguard against high medical costs. Additionally, Zepto orders in Delhi NCR, Mumbai, Bangalore, and Chennai will be delivered in co-branded bags carrying the message “Freedom sale everywhere except on Hospital Bills.”
The campaign also features a dedicated page on Zepto’s platform, showcasing real Niva Bupa customer testimonials and offering users the option to connect with an advisor for a personalized consultation. According to Nimish Agrawal, Director of Digital Business Unit and Chief Marketing Officer at Niva Bupa, the partnership with Zepto is a unique way to communicate a thought-provoking message with a light-hearted approach. The goal is to remind people that true financial freedom comes from being protected against unforeseen medical expenses.
Chandan Mendiratta, Chief Brand and Culture Officer at Zepto, added that the partnership is a perfect example of creative and impactful engagement with users. The campaign’s memorable touchpoints, including the OOH banter and branded bags, aim to encourage users to think about their health and financial security. By driving home a crucial financial message, both brands aim to create high recall through a campaign that is clever, relatable, and impactful. The partnership allows Niva Bupa to reach a wide, urban audience and emphasize that health insurance is a non-negotiable part of financial planning.