Influence

ABHI Mother’s Day 2024: Caring for the One Who Cares for Us

Aditya Birla Health Insurance · ABHI Mother’s Day 2024

Genesis collaborated with lifestyle and mom creator Gunika Sethi to turn Mother’s Day into a reminder to protect mothers’ health with Activ One VYTL.

Outcome

views
45K+
views
likes
5K+
likes
shares
100+
shares
collaborative reel
1
collaborative reel

The brief

For Mother’s Day 2024, Aditya Birla Health Insurance wanted to connect Activ One VYTL with the care mothers give their families every day. Genesis collaborated with Gunika Sethi to bring a familiar emotion into the conversation: she has always looked after our health, and now it is our turn to look after hers. The creator-led reel positioned health insurance as a meaningful expression of care, linking the Mother’s Day message to a clear invitation to explore the plan.

Our approach

Genesis collaborated with lifestyle and mom creator Gunika Sethi to bring a familiar emotion into the conversation: she has always looked after our health, and now it is our turn to look after hers.

Execution

One collaborative Instagram reel connecting Mother’s Day with caring for mothers’ health through Activ One VYTL.

The creator-led reel positioned health insurance as a meaningful expression of care, linking the Mother’s Day message to a clear invitation to explore the plan.

Takeaway

A familiar family emotion connected the Mother’s Day occasion with a meaningful reason to consider health insurance.

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