On the back of the launch of Bajaj Allianz Life Health Care Goal, a critical illness product covering 36 critical illnesses, Bajaj Allianz Life unveiled a uniquely engaging #36SecPlankChallenge initiative. It was kick-started by a sleek video asking viewers to hold a plank and challenge friends for a healthier world. The challenge is simple - shoot a video holding plank for only 36 seconds and upload it using the hashtag (#36SecPlankChallenge) on any social media platform. Participants can challenge friends and family to do the plank by tagging them on these videos. For every hashtag, the company will contribute monetarily to Hrudaya Cure A Little Heart Foundation (Hrudaya Foundation), Hyderabad-based healthcare organization dedicated towards curing heart disorder of disadvantaged children.

Chandramohan Mehra, Chief Marketing Officer, Bajaj Allianz Life Insurance, the person behind the design of the campaign and customer outreach program, said, “The consumer engagement #36SecPlankChallenge is anchored on the product’s benefit of 36 critical illness coverage and engages consumers meaningfully with the brand and product, while supporting a good cause. We believe uninterrupted health is key to achieving life goals. We are confident that this initiative will kick-start the Plank movement across India.”