Tata AIA Life Insurance has launched Tata AIA Health Buddy, India’s first 24×7 health and wellness companion from a life insurer – blending insurance, preventive care, and everyday wellness into a single, consumer-centric offering.

To introduce Health Buddy in an unexpected, relatable way, Tata AIA rolled out a quirky campaign aboard the bustling Mumbai Metro (Versova – Andheri – Ghatkopar line) in August. Turning the Metro into a moving billboard of wit and wellness, the brand deployed humorous, health-themed creatives across compartments – from door panels and handrails to digital screens. The Health Buddy mascot offered light-hearted reminders on staying healthy, catching the attention (and chuckles) of thousands of daily commuters.

What began as a physical activation quickly sparked digital momentum. Commuters took to social media to share snaps and reactions, turning the metro into a real-time wellness conversation hub. The activation bridged offline engagement and online virality, living up to Health Buddy’s promise of always being within reach.

More than just a product, Health Buddy is a lifestyle companion. Accessible via the Tata AIA Life Insurance App, it offers 24×7 wellness tools, preventive care services, and proactive health support-positioning life insurance as a constant partner in everyday wellbeing.

Girish J Kalra, Chief Marketing Officer, Tata AIA Life Insurance, said,
“With this campaign, we met consumers right in their daily routines – reminding them that health is a journey, not a destination. Health Buddy is always on, just like the city.”

With Health Buddy, Tata AIA empowers consumers to stay ‘Har Waqt Ke Liye Taiyaar’ – ready for life with confidence in their health, wellness, and protection.