Gamified mens health story powers MediBuddy PowerUpGuys campaign for self care

Digital healthcare platform MediBuddy is urging men to treat self care as a non negotiable part of daily life with its new International Mens Day initiative. The MediBuddy PowerUpGuys campaign reframes physical and mental wellbeing as a game where every proactive choice counts as a winning move.

Conceptualised and produced by MediBuddy’s in house creative team, the 57 second film reimagines mens health as a video game. Nostalgic 8 bit visuals and a light hearted tone guide viewers through levels that mirror real life pressures. Invisible enemies stand in for stress, skipped check ups, and low energy driven by lifestyle neglect.

As the player avatar moves forward, the film shows how talking openly about mental health, prioritising preventive check ups, and making conscious lifestyle choices help him power up. Each level represents a stage of life that men often navigate quietly, highlighting how emotional and physical health remain closely linked even when they are not discussed.

The campaign is anchored in a persistent reality. Despite rising awareness, many men in India delay seeking medical help until symptoms affect their routine. Doctors and studies have repeatedly observed that men are significantly less likely than women to pursue timely care, often waiting until conditions become serious.

MediBuddy points to stigma around vulnerability, social expectations of always staying strong, and limited understanding of preventive health as key reasons behind this hesitation. By using a familiar gaming format, the brand aims to lower the barrier to conversation and make health feel approachable rather than intimidating or judgmental.

In the film, self care is reframed as responsibility rather than indulgence. The narrative suggests that taking charge of health protects not only the individual but also the people who rely on him in daily life.

Speaking about the initiative, Manu Sankar Das, head of brand marketing at MediBuddy, notes that men often place work and responsibilities ahead of wellbeing. The campaign responds by blending humour, nostalgia, and a recognisable game mechanic to show that looking after health is an ongoing challenge, not a one time task.

By treating health as a lifelong game where good habits, open conversations, and timely check ups unlock progress, MediBuddy aims to normalise regular engagement with both physical and mental care. The digital and social media push around the film is expected to extend this message beyond International Mens Day, encouraging men to see self care as steady maintenance rather than a reaction to crisis.