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Home » Campaigns » ideacafe.agency crafts unique ‘Fitness Billboard’ for Bajaj Allianz Life Diabetic Term Plan

ideacafe.agency crafts unique ‘Fitness Billboard’ for Bajaj Allianz Life Diabetic Term Plan

By M4G Bureau - June 28, 2023

The agency chose one of the busiest junctions of Mumbai – Mahim Causeway -- for the billboard activation; 100+ people volunteered to participate in the activity.

Bajaj Allianz Life Insurance has launched an exclusive term plan Bajaj Allianz Life Diabetic Term Plan Sub 8 HbA1c. This is a first of its kind protection plan in the Indian life insurance industry designed specially for Type 2 diabetic and pre-diabetic individuals. To spread the awareness about Bajaj Allianz Life Diabetic Term Plan, ideacafe.agency partnered with the brand to create the first ever ‘Fitness Billboard’ innovation centred on the message that people who are physically active have a lower of developing diabetes and walking is a great way to be active.  

ideacafe.agency installed a treadmill on a billboard and invited people to have their fitness check as walking is one of the easiest activities to start with, and most people with diabetes can do it. The agency chose one of the busiest junctions of Mumbai – Mahim Causeway -- for the billboard activation. 100+ people volunteered to participate in the activity.

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A medical team of experts were present at the venue to conduct routine health checks for the participants before the treadmill fitness test. People took up the fitness challenge on the treadmill as they walked to assess their health score. Doctors were also available at the venue to interact with the participants and appraise them of a healthy lifestyle. They also discussed about the Bajaj Allianz Life Diabetic Plan and how to secure their family’s long-term financial. The activity was conducted over a weekend, grabbing the attention of Mumbaikars who welcomed the initiative from Bajaj Allianz and pledged to stay healthy.

Nabendu-Bhattacharyya,-Founder-of-ideacafeOn this innovation, Nabendu Bhattacharyya, founder, ideacafe.agency said: “As Bajaj Allianz is committed to help Indians secure their family’s long-term financial plans, we at ideacafe.agency too are passionate to bring alive creativity in the OOH space. We believe this ‘Fitness Billboard’ has helped raise awareness about rising incidence of diabetes (India is referred to as the 'diabetes capital of the world' with the diabetic population in the country expected to hit an alarming mark of 69.9 million by 2025 and 80 million by 2030) with the intention of influencing their attitudes, behaviours, and beliefs towards the achievement of a defined purpose or goal.”

Asia's biggest billboard

He commented, “Our philosophy at ideacafe.agency is to create inspiration on OOH and treat the medium differently. Unlike many forms of advertising, OOH immerses audiences in a brand story, making it one of the most impactful mediums for powerful storytelling and we truly amplified this Bajaj Allianz Life Diabetic Term Plan communication through OOH. Ideacafe.agency executed OOH campaign seamlessly in major cities (Mumbai, Pune & Ahmedabad), targeting the right audience at relevant locations. Since this was first of its kind product in the insurance sector, we spread the awareness through the largest billboard (120x122 feet display) that left an indelible impression on the minds of audiences passing by the media every day”. 

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