Campaign details
Brand: ManipalCigna Health InsuranceBrand owner: ManipalCigna Health InsuranceAgency: McCann Worldgroup IndiaMarket: IndiaSector: InsuranceMedia channels: Online video, Social mediaBudget: Up to 500k
Executive summary
ManipalCigna was a relatively new entrant in the health insurance category. Health insurance was a low-relevance, highly competitive category in India, and one plagued by high consumer inertia. By uncovering a paradox about Indians and their relationship with health and health insurance, this campaign was able to encourage behaviour change in a manner that helped ManipalCigna improve its equity scores, digital...