Niva Bupa Health Insurance Company Limited has announced the launch of its latest campaign, #World’sMostResponsibleDad, in the lead-up to Father’s Day. The initiative aims to highlight the role of fathers in safeguarding their family’s health and financial stability.
The campaign is based on findings from a consumer immersion conducted by the company, which revealed that only around 20% of fathers currently have a health insurance policy. Niva Bupa points out that while fathers are often seen as the primary providers in families, many do not take measures to protect their own health, which can have broader implications for family wellbeing.
The campaign draws attention to the sense of responsibility felt by new fathers, who often prioritise their family’s needs above their own. According to Niva Bupa, the pressures of balancing work and home responsibilities can lead to health issues, underscoring the importance of health insurance as a precautionary measure.
As part of the initiative, Niva Bupa is partnering with delivery platform Blinkit to distribute specially designed greeting cards to customers in Delhi, Gurgaon and Mumbai purchasing baby-related items on 14 and 15 June. The cards contain a message and a checklist encouraging fathers to reflect on their role in ensuring their family’s security.
Additionally, Niva Bupa has teamed up with author and influencer Durjoy Dutta to extend the campaign’s reach to new fathers through Instagram and other digital platforms.
Speaking about the initiative, Nimish Agrawal, Director – Digital Business Unit & Chief Marketing Officer at Niva Bupa Health Insurance, said: “At Niva Bupa, we understand that a father’s true responsibility goes beyond the daily hustle—it’s about ensuring the long-term health and well-being of the family. This campaign is our way of nudging fathers to prioritise their own health for the sake of their family’s future. Health insurance is a fundamental step towards safeguarding the future and ensuring peace of mind for the entire family.”
Niva Bupa stated that the campaign is intended to raise awareness among fathers about the importance of securing their own health in order to protect their family from potential health-related financial risks.
