Between our hectic professional and equally busy social life, we often tend to ignore our health. That, in turn, leads to a host of lifestyle diseases that sometimes don’t even get detected until it’s too late. After all, who would spare time for an annual health check-up when you could be trying out that new bar in town or going off on a weekend trip to the nearest hill station. It is this careless attitude that MediBuddy, a cashless digital healthcare platform, is trying to change with its new campaign.
With the tagline, Health Check #KarwayaKya, the campaign encourages people to take their health seriously and highlights that no excuse is good enough to avoid a check-up. “We are taking a light-hearted dig at the silly excuses that we make to skip health checks. Many put it on the back burner citing various excuses, but no excuse is worth missing an annual health check,” says Saumya Srivastava, brand head, MediBuddy.
Srivastava says that they started with some soul-searching on the excuses they would give to skip health checks. The results ranged from straightforward to hilarious. That’s how the storylines for the ad films were born.
In one of the films, someone asks the male protagonist if he went for his health check, to which he simply scoffs, flexes his muscles, and says, “Tujhe lagta hai mujhe jaroorat hai?”. In another film, he responds with, “Time kiske paas hai ye sab karne ka?”. In both films, the answers are stamped as Bahaana Number XX, followed by an exaggerated reaction including one with a thug abducting him and taking him to the hospital.
Srivastava says that while the campaign is addressed to individuals and corporate employees of all ages, they are especially targeting the 25-35-year-olds, who don’t take their health very seriously. That is also the reason behind casting Veer Rajwant Singh, who is popular with the young crowd, she adds. By casting a popular actor and using a light-hearted narrative, the campaign seems to be taking steps in the right direction. Let’s hope people do, too. After all, if the past few weeks have taught us anything, it is to not take our health for granted.