The Ayushman Bhav campaign was launched as a comprehensive initiative aimed at achieving the goal of Universal Health Coverage in India. It builds upon the existing framework of the Ayushman Bharat mission to enhance the saturation of health services across all villages and towns. The campaign focuses on ensuring that every eligible beneficiary receives health benefits, bridging the gap between healthcare services and the last-mile population. It emphasizes collective efforts from local bodies and health departments to realize the vision of Antyodaya in the health sector.