MediBuddy, India’s leading digital healthcare platform, has launched its new #PowerUpGuys campaign to encourage men to prioritise their physical and mental health this International Men’s Day. The initiative addresses a growing concern: many men continue to neglect regular check-ups, ignore early symptoms, and avoid conversations about mental wellbeing until issues escalate.
Reimagined through the lens of a retro video game, #PowerUpGuys uses nostalgic 8-bit visuals, humour, and relatable storytelling to depict the everyday “invisible enemies” men struggle with — from stress and lifestyle burnout to skipped health screenings and emotional suppression. Each “level” in the campaign film reflects a stage of life where men often navigate challenges silently, emphasising how emotional and physical health are intertwined.
A Persistent Health Gap for Men in India
Despite rising awareness, studies show that Indian men are far less likely than women to seek timely medical help, often delaying doctor visits until symptoms disrupt their routine. Societal expectations of showing strength, stigma around vulnerability, and lack of preventive health awareness contribute to this pattern.
MediBuddy’s campaign aims to dismantle these barriers by reframing self-care not as weakness, but as a sign of strength and responsibility.
MediBuddy on Rewriting the Narrative Around Men’s Health
Manu Sankar Das, Head of Brand Marketing at MediBuddy, said:
“Men often put their health on the backburner, 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.”
A Digital-First Film Crafted In-House
Conceptualised and produced by MediBuddy’s internal creative team, the 57-second film is set to run across digital and social media platforms in the days leading up to International Men’s Day.
With a strong blend of creativity, social messaging, and cultural relevance, #PowerUpGuys aims to spark more open conversations about mental and physical wellbeing—while reminding men that taking care of themselves is the most powerful move of all.
