MediBuddy has released its #PowerUpGuys campaign to encourage men to prioritise both physical and mental health on the occasion of International Men’s Day.
The campaign highlights concerns around men neglecting their wellbeing and positions self-care as a necessary part of daily life. Using the concept of a video game, #PowerUpGuys depicts challenges men face, such as stress, skipping routine check-ups, and low energy caused by lifestyle habits.
The film uses nostalgic 8-bit visuals and a humorous, light-hearted approach to encourage conversations around mental health, preventive care, and healthier daily choices. Each level in the film represents different life stages that men often navigate without expressing their struggles.
The campaign also draws attention to the persistent trend of men delaying medical care. Surveys and studies indicate that men in India are less likely to seek timely help and often wait until symptoms affect their daily routine.
According to the platform, this pattern is influenced by stigma around vulnerability, expectations to remain “strong,” and a lack of awareness about preventive health practices. #PowerUpGuys aims to challenge these attitudes by presenting self-care as a responsible and necessary action.
Manu Sankar Das, Head of Brand Marketing at MediBuddy, said, “Men often put their health on the back burner, prioritising work or responsibilities over their wellbeing. With #PowerUpGuys, we wanted to change that narrative. By combining humour, nostalgia, and a familiar gaming format, the campaign encourages men to see health as a lifelong game where every good habit, open conversation, and timely check-up is a winning move. It’s time men power up for themselves and the people who count on them.” |
