MediBuddy has launched its #PowerUpGuys campaign for International Men’s Day, focusing on the need for men to prioritise both physical and mental health. The initiative responds to the persistent trend of men delaying or avoiding healthcare, despite rising conversations around wellbeing.
Using a retro 8-bit video-game narrative, the campaign depicts the everyday challenges men face, represented as “levels” and “invisible enemies” such as stress, lack of sleep, missed health check-ups and unresolved emotional fatigue. The film uses humour and relatable situations to encourage men to “power up” by seeking preventive care, adopting healthier routines and speaking openly about their mental wellbeing.
Watch the film here:
Medical experts have repeatedly flagged that men in India often seek professional help later than women, typically after symptoms escalate or interfere with daily functioning. Studies and doctor observations point to stigma around vulnerability, social expectations of toughness and limited awareness of preventive care as key contributors. #PowerUpGuys addresses these behavioural patterns by reframing self-care as responsibility rather than weakness.
Speaking about the campaign, Manu Sankar Das, Head of Brand Marketing at MediBuddy, said, “Men often put their health on the backburner, prioritising work or responsibilities over their wellbeing. With #PowerUpGuys, we wanted to change that narrative. By combining humour, nostalgia, and a familiar gaming format, the campaign encourages men to see health as a lifelong game where every good habit, open conversation, and timely check-up is a winning move. It’s time men power up for themselves and the people who count on them.”
Conceptualised and produced by MediBuddy’s in-house creative team, the 57-second film will run across digital platforms and social media in the days leading up to International Men’s Day.
