ManipalCigna Health Insurance: Health insurance for the healthy

Health insurance brand ManipalCigna improved its equity scores, digital engagement and sales through a digital and social campaign that encouraged behavioural change in India.

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...

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