Max Bupa becomes Niva Bupa, Marketing & Advertising News, ET BrandEquity
Due to a change in ownership model, with the exit of Max India and the entry of private equity firm True North, Max Bupa needed to create a new brand identity as part of the transition. The company decided to take the opportunity to redefine itself. The decision on the new brand name was based on a survey and in-depth interviews with new-age Millennials and middle-aged customers who were either existing buyers or first-time buyers of health insurance products. ” , the company said in a press release.
Krishnan Ramachandran, Managing Director and CEO of Niva Bupa, said: “Following the transition of Max Bupa shareholders from Max India to True North in 2019, we are now ready with our new brand identity as Niva Bupa. The new brand will stand firmly at the intersection of financial services and healthcare to meet the needs and aspirations of millions of people in India. The health insurance industry is poised for monumental growth, and we will present our new brand identity to our customers with a renewed promise of protection and care. As Niva Bupa, we will seek to further strengthen our customer-centric brand philosophy. “
Nimish Agrawal, Senior Vice President and Head of Marketing at Niva Bupa, said: “Health insurance is no longer seen as a financial instrument just for tax saving purposes. It has repositioned itself as a self-investing product that will take care of all health needs. This also justified a change in our positioning. With the new brand identity, we want to decipher the health insurance space and offer a humanized experience to our customers. “