Aditya Birla
Aditya Birla Health Insurance (ABHI) launched the Vitalize Olympics as part of their annual Umang campaign, reinforcing their commitment to health and wellness among employees and customers. This four-day fitness initiative was designed to promote the Vitalize app, driving app registrations through engaging physical challenges while fostering a strong community spirit.
The campaign aimed to boost Vitalize app adoption, enhance employee engagement, and reinforce corporate wellness. Key focus areas included increasing app visibility, integrating interactive fitness challenges, and ensuring seamless real-time score tracking—all aligned with the broader Umang campaign to promote a culture of well-being.
With a one-month preparation timeline, the campaign featured inclusive fitness activities tailored for a corporate office setting. A high-energy flash mob kicked off the initiative, followed by three days of diverse mental and physical challenges, all centered around a branded activity booth designed for maximum employee participation.
The campaign launched with dynamic pre-event communication and a vibrant opening ceremony. Each day featured a mix of engaging fitness challenges:
Real-time score tracking ensured fairness, with overnight results compilation for winner announcements, keeping the competition exciting and transparent.
The Vitalize Olympics achieved a 48% unique engagement rate, generating over 900 activity rounds and setting new benchmarks in corporate fitness engagement. Key highlights included:
The initiative successfully gamified wellness, driving higher app engagement and positioning ABHI as a leader in corporate health programs.
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