New Delhi: Niva Bupa Health Insurance, formerly known as Max Bupa Health Insurance, has signed Leo Burnett as its advertising agency partner. The account was won following a multi-agency pitch.

Niva Bupa is on a mission to democratise health insurance to make quality healthcare accessible for the masses. The company intends to bring a fresh perspective to the health insurance category by enabling consumers to live a carefree life, without worrying about the financial constraints related to hospitalisation. This partnership with Leo Burnett will aid the brand in fulfilling its vision of creating ground-breaking work to give people more control over their health and well-being.

Speaking of this collaboration, Niva Bupa Health Insurance senior vice president and head of marketing Nimish Agrawal said, “At Niva Bupa, we are evangelizing insurance for freedom and not constraints and the brand philosophy around claiming life captures the brand mission. There is a massive need to simplify the category and lift the category narrative to be more positive and empowering. During our interaction, we found the approach of Leo Burnett to be bold yet extremely intuitive and in line with our vision for the brand and are delighted to partner with them.”

BBH India chairman and Leo Burnett South Asia chief executive officer Dheeraj Sinha said, “Health insurance category has come into sharp focus owing to the pandemic. Niva Bupa being one of the leaders in this segment offers some of the most comprehensive products making health insurance more accessible to all. We look forward to partnering with them to enhance consumer understanding about the benefits of health insurance using data, technology and creativity; encouraging everyone to take a health-first approach.”

Adding further, Leo Burnett head of North Samir Gangahar said, “This is a fantastic opportunity for us to create a conversation around a category that has immense growth potential. The brand needs a strong communication plan that addresses its business problems backed by new age thinking and creative solutions. We are looking forward to working together with the team.”