National, August 2019: Celebrating the festival that marks the strong bond between brothers and sisters, this Raksha Bandhan, Max Bupa Health Insurance – one of India’s leading standalone health insurance players has launched a unique #SabKiSister campaign. Through the campaign, Max Bupa aims to celebrate the invaluable contribution of the unsung heroes of healthcare – the nurses, who look after the patients in the time of need. Fondly called as ‘sisters’, the nurses work relentlessly every-day to ensure appropriate delivery of treatment and care, and enable millions of patients to regain good health.
Marking a tribute to the Nurses, Max Bupa has released a digital film on the brands social media channels including YouTube, Facebook, Instagram, LinkedIn and Twitter to launch the campaign. The video shows the protagonist, who is an old man, surrounded by a loving family going back to the hospital on Raksha Bandhan to thank a nurse who looked after him like his own sister during his hospitalization. The high on emotion film depicts the bond that patients and families often form with the nurses who look after them during the recovery process. Many a times, the nurses do not receive the due recognition, and with this campaign, Max Bupa puts the spotlight on their role and contribution, which is much more than just being the caregivers to the patients.