MediBuddy has launched its #PowerUpGuys campaign ahead of International Men’s Day, urging men to take charge of both their physical and mental health. The initiative addresses the growing tendency among men to overlook their wellbeing and seeks to reposition self-care as a daily necessity.
Video Link: https://www.youtube.com/watch?v=hxEnkbhhPKY
Using the aesthetic and storytelling style of classic video games, #PowerUpGuys visualises the everyday “boss battles” men face – from stress and skipped health check-ups to fatigue caused by poor lifestyle habits. Through nostalgic 8-bit graphics, humour, and relatable scenarios, the film encourages men to “power up” by prioritising preventive care, opening up about mental health, and adopting mindful routines. Each game level depicts a life stage commonly navigated in silence, underscoring how emotional and physical health are intertwined.
Despite rising awareness, studies show that men in India frequently delay seeking medical support until symptoms disrupt their daily lives. Social pressure to “stay strong,” stigma around vulnerability, and limited focus on preventive health contribute to this behaviour. #PowerUpGuys aims to directly challenge this mindset by framing self-care as a marker of strength, responsibility, and long-term success.
Manu Sankar Das, Head of Brand Marketing at MediBuddy, said: “Men often put their health last, choosing work and responsibilities over personal wellbeing. With #PowerUpGuys, we wanted to shift that narrative. By tapping into nostalgia and a familiar gaming lens, we’re encouraging men to view health as a lifelong game where every good habit and timely check-up is a winning move.”
Conceptualised and produced by MediBuddy’s in-house creative team, the 57-second film will run across digital and social media channels in the lead-up to International Men’s Day.
