AIA Insurance ‘Rethink Healthy’ redefines meaning of healthy

AIA Insurance’s recently launched ‘Rethink Healthy’ brand campaign rolled out a compelling four-part podcast series, created in partnership with leading infotainment platform, PodHUB. 

The aim of the campaign is to challenge the stereotypical definitions of health and wellness while introducing a fresh, realistic, inclusive perspective on what it really means to live a healthy life. This is of paramount importance in a world that bombards people with different and often unrealistic images of what health should really look like. ‘Rethink Healthy’ aims to break that mould while making healthy living more reliable, accessible, and doable.

‘Rethink Healthy’ is a powerful call to action by AIA Insurance, to change the conversation and the mindset of wellness, not only in Sri Lanka, but across a region of over 4 billion people. It is designed to encourage individuals to embrace a more expansive and achievable vision of health, one that acknowledges diverse paths and considers every aspect of wellbeing including physical, mental, financial, and environmental. 

Firmly rooted in AIA Insurance’s mission of helping people live healthier, longer, and better lives, the series invites the world to see wellness as more than the gym or a diet culture, and more as a personal, holistic commitment to balance clarity, purpose, and consistency. 

At the heart of the first phase of the ‘Rethink Healthy’ podcast series are four powerful voices, each redefining the narrative surrounding what it means to live a healthy life. The series features a dynamic couple who transformed Bolgoda Lake into a hub for outdoor adventure and wellness, a former national powerlifter who is also a corporate CEO whose discipline in the gym mirrors his leadership in the boardroom, a fashion entrepreneur advocating body positivity and mental strength, as well as a trailblazing beauty founder who believes self-care is central to mental and emotional well-being. These stories are not about fitting into a mould of perfection, but about resilience, authenticity, and finding health on your own terms, making it achievable and sustainable to the individual.

Moments captured from AIA’s ‘Rethink Healthy’ podcast series in collaboration with PodHUB

‘Rethink Healthy’ will be presented on multiple platforms and formats. Weekly podcasts will be complemented by eye-catching billboards and curated social media content that is intended to drive conversation. Furthermore, an innovative missed-call feature from Hutch will also be introduced to amplify the reach of the content. 

AIA Sri Lanka Chief Marketing Officer Sasith Bambaradeniya stated: “Too often, social media tells us what health ‘should’ look like—and for many, those expectations feel unattainable or unrelatable. With ‘Rethink Healthy,’ we wanted to rewrite that narrative. Health is a personal journey that looks unique for everyone. Whether it’s finding five minutes for mindfulness on a hectic day, making space for movement in your living room, or choosing financial peace of mind, every step matters. This campaign is about meeting people where they are, and helping them feel seen, supported, and empowered to take charge of their own well-being.”

The campaign is extremely relevant for all Sri Lankans who are striving to find balance in today’s increasingly demanding world. It is also helpful for those who have felt excluded from traditional methods and messaging of what a healthy lifestyle looks like. ‘Rethink Healthy’ champions the idea that even the smallest steps, if taken consistently, are just as valid as big changes and transformations, and that everyone can embrace an opportunity to be healthy. 

This campaign is much more than just a podcast. It is a call for a kinder, more inclusive, and much more realistic approach to understanding what ‘healthy’ really means. By taking the initiative and embracing the many facets of wellness, AIA Insurance is helping people across the entire region redefine their narrative and reclaim their right to be active and healthy at their own pace.