Aditya Birla Health Insurance unveils its new brand campaign “KyaPeecheChhodaHai”

  • Features real customers as brand ambassadors
  • Talks about real-life stories on how individuals have transformed their lives and managed their health by walking 10,000 steps and thereby leaving behind unhealthy habits
  • Promotes the concept of “Health Assurance not just Health Insurance”


Jaipur, February 24, 2023: Aditya Birla Health Insurance Company Ltd. (ABHICL), the health insurance joint venture of Aditya Birla Capital Ltd. (ABCL), holding company for the financial services business of Aditya Birla Group, one of the largest diversified conglomerates in India, today unveiled its latest brand campaign, “KyaPeecheChhodaHai”, to promote the role of health insurance in changing lives of people by empowering them to lead healthier lives.


“KyaPeecheChhodaHai” campaign, encapsulates the importance of how positive health behaviour such as walking 10,000 steps daily can help an individual leave health concerns behind.


The uniqueness of this campaign is that it 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. 


These customers from across the walks of life, who are at the heart of the TVC and the digital campaign, 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. The essence of the campaign is to spread awareness on the importance of following a disciplined health regime and how ABHI is an active partner in this transformation. 


Speaking on this campaign, Mr 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 nudge them to live a health-focussed 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.”


“It is heartening to see our customers as brand ambassadors in our recently launched KyaPeecheChhodaHai campaign. For health insurance companies, customer trust is paramount, and to see our customers endorsing us, gives us immense satisfaction. The customers featured in the film belong to different walks of life, however, one thing that unites them is the initiative to bring a change in their lives by walking every day and managing their health proactively. We hope the films will encourage people to prioritise their health by engaging in simple yet effective physical activities such as walking 10,000 steps daily,” Mr Bathwal added.


Since its inception in 2015, incentivized wellness has been the primary focus for Aditya Birla Health Insurance and its offerings are based on its philosophy of “Empowering people to lead healthier lives”. 


One of the unique proposition of ABHICL has been the concept of HealthReturns™, which incentivises policyholders for staying fit and adopting healthy lifestyle. This concept enables a policyholder to earn 


up to 100% of their premium as HealthReturns™, which can be accrued on the basis of Healthy Heart Score™, the fitness assessment result and the number of Active Dayz™ recorded on a monthly basis.

A customer can earn “Active Dayz™ by undertaking any prescribed fitness activities like, walking 10,000 steps, or undertaking regular exercise, yoga sessions etc. Funds earned as HealthReturns™ can be used for payment of renewal premium and other non-medical expenses, out-patient expenses etc. 


All the customers featured in the campaign were the beneficiaries of 100% HealthReturns™ as they successfully achieved their yearly fitness goals. 

Watch the launch video here:


Boiler Plate 


About Aditya Birla Health Insurance Co. Limited: Aditya Birla Health Insurance Co. Limited (ABHICL), is a joint venture between Aditya Birla Capital Ltd. (ABCL), holding company for the financial services businesses of the Aditya Birla Group and MMI Holdings of South Africa. ABCL holds 45.91% stake while MMI Holdings holds 44.10% in ABHICL. 

ABHICL commenced its operations in October 2016 and is engaged in the business of health insurance. Company’s current product portfolio includes unique offerings including chronic care and incentivized wellness. Covering over 25 million lives, ABHICL has nation-wide distribution presence in over 4800 cities through branches and partner offices, 18 bancassurance partners and over 80,000 direct selling agents. ABHICL has scaled and diversified digitally enabled distribution, bancassurance available through more than 17,000 branches, and over 43 digital partners covering 6 million lives through multiple contextual byte-sized and contextual products.


About Aditya Birla Capital: Aditya Birla Capital Limited (ABCL) is the holding company for the financial services businesses of the Aditya Birla Group.


ABCL’s subsidiaries have a strong presence across Protecting, Investing and Financing solutions, ABCL is a universal financial solutions group catering to diverse needs of its customers across their life stages.  Powered by more than 34,000 employees, the subsidiaries of ABCL have a nationwide reach with 1,200 branches and more than 2,00,000 agents/ channel partners and several bank partners. 


As of December 31st , 2022, Aditya Birla Capital Limited manages aggregate assets under management over Rs. 3,060 billion, has a consolidated lending book of approx. Rs. 858 billion, and an active customer base of approx. 43 million, through its subsidiaries and joint ventures.

Aditya Birla Capital Limited is a part of the Aditya Birla Group, in the league of Fortune 500. Anchored by an extraordinary force of over 140,000 employees, belonging to 100 nationalities. Today, over 50% of Group revenues flow from overseas operations that span 36 countries in North and South America, Africa, Asia, and Europe


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