Max Bupa Celebrates National Nutrition Week with its Junk the Junk Campaign


On the occasion of National Nutrition Week, and with the objective of encouraging people to take a step towards healthy living, Max Bupa has rolled out Junk the Junk – a thoughtfully devised social media campaign targeted at the online audiences. The campaign takes into account all factors that appeal to the younger, online audiences – social media, challenges, stand-up comics, selfies and conversations.

Max Bupa’s #JunkTheJunk campaign challenges social media users to quit junk food for a day/ week, switch to healthy/ home-made food and spread the motivation through selfies and videos of themselves with the healthy food. The netizens are also urged to challenge their friends to do the same. Max Bupa has also roped in the East India Comedy team artists Angad Singh Ranyal, Kunal Rao and AzeemBanatwallaand other Twitter influencers such as @SahilBullato take up the challenge and inspire their followers.

Realizing there are various myths around what constitutes junk food, dieting and eating healthy, Max Bupa collaborated with Nutritionist, Clinical Dietitian & Celebrity Food Guru, Pooja Makhija to educate people about Junk Food and help them understand how to identify the ‘real’ junk food in their daily intake.

As a part of this collaboration, Max Bupa hosted a Facebook Live session with the dietician to address queries and myths around nutritious food and healthy lifestyle. The Facebook Live session received 48 K views on the platform.

Talking about the success of the campaign, Anika Agarwal, SVP and Head- Marketing, Digital and Direct Sales,Max Bupa said, “Health is not on the priority list of today’s generation and the impact of a sedentary lifestyle on one’s health is amplified by the unhealthy eating habits of millennials who are increasingly turning to junk food and food on-the-go. We realized that to make today’s youngsters aware of their health and to bring about a change in their eating habits, even for a short time, we had to engage them through things that appeal to them, and at a place where they spend a lot of their time. Hence, we tied up with East India Comedy and ran a selfie challenge on social media to reach out to youngsters. And engaged them through initiatives such as FB Live with celebrity nutritionist and dietician, Pooja Makhija that got 48,000 views. Overall, the campaign has received over 7.5 million impressions in a span of 7 days.”

Max Bupa’s #JunkTheJunk campaign has received an overwhelming response from the netizens. The campaign has crossed 1.3 million Likes on Facebook, while on Twitter, Max Bupa reached out to over 2.1 million individuals with their campaign hashtag. Total impressions for the campaign so far amount to 2.2 million and 5.4 million on Facebook and Twitter respectively.

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