Conversations around men’s health are getting louder, but behaviour still lags behind. Many men continue to push through stress, ignore symptoms, and postpone check ups until issues start affecting their daily lives. Against this backdrop, the MediBuddy PowerUpGuys campaign uses International Men’s Day to challenge long standing attitudes and turn self care into a symbol of strength rather than weakness.

The campaign centres on a simple insight: men are often expected to “handle it” quietly, whether it is pressure at work, family responsibilities, or emotional strain. Instead of lecturing, the film borrows the language of classic gaming, inviting men to see their wellbeing as a game they can actively win, one habit at a time.

How does the #PowerUpGuys campaign turn life into a game?

Visually, the film leans into retro 8 bit aesthetics, echoing old school video games that many viewers grew up with. Everyday moments become “levels,” and the challenges men face show up as “invisible enemies.”

These enemies are not fantasy villains but real, familiar issues:

  • Chronic stress that never gets addressed

  • Late nights and poor sleep that become routine

  • Missed health check ups because “there’s no time”

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  • Emotional fatigue that is brushed aside as normal

Each of these is framed as an obstacle that slowly depletes a player’s life bar. The narrative uses humour and nostalgia to soften a serious message, showing that powering up means taking intentional steps toward better health rather than just pushing through.

Instead of glamorising endurance, the story celebrates practical moves like booking preventive check ups, talking openly about how one feels, and building healthier routines around sleep, food, and activity.

Why do men delay seeking healthcare?

Medical experts have long observed that men, in India and elsewhere, often seek help later than women. The reasons are layered and cultural rather than purely individual. The campaign echoes several patterns doctors frequently point to:

  • Stigma around vulnerability and “not being strong enough”

  • Social expectations that men should cope silently

  • Limited awareness of preventive care and early screening

  • Fear of diagnosis or disruption to work and responsibilities

By naming these behaviours and visualising them as game obstacles, the film nudges men to recognise themselves without feeling attacked. The message is clear: asking for help is not a sign of failure, it is a strategic move that keeps you in the game longer.

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What should men take away from #PowerUpGuys?

The campaign positions health as an ongoing quest rather than a one time fix. It shows small, achievable actions that can become “power ups” in everyday life:

  • Scheduling routine health check ups before symptoms escalate

  • Using digital tools to consult doctors instead of postponing visits

  • Talking honestly with friends, partners, or professionals about stress

  • Setting boundaries around work to avoid constant burnout

  • Treating mental wellbeing with the same seriousness as physical fitness

By combining humour, nostalgia, and familiar gaming mechanics, the film makes these steps feel accessible, especially for younger audiences who grew up with consoles, mobile games, and arcade references.

Reframing self care as responsibility, not weakness

A key shift in the narrative is how self care is framed. Rather than portraying it as indulgent or self centred, the campaign positions health as a responsibility men owe to themselves and to the people who rely on them. Being present for family, showing up at work, and supporting loved ones all depend on staying physically and mentally well.

As Head of Brand Marketing Manu Sankar Das explains in the campaign message, men often push their wellbeing to the bottom of the priority list, overshadowed by work deadlines and personal obligations. By treating health as a “lifelong game” where every timely check up and open conversation is a winning move, the film encourages men to claim agency over their wellbeing.

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By blending retro gaming visuals with real world health insights, the MediBuddy PowerUpGuys campaign turns International Men’s Day into a call for everyday action, urging men to see preventive care, honest conversations, and healthier routines as the ultimate power ups in the long game of life.

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