Campaign details
Brand: ManipalCigna Health InsuranceBrand owner: ManipalCigna Health InsuranceEntrant company: McCann - IndiaIdea creation: McCann GurugramMarket: AsiaSector: Financial servicesMedia channels: Social mediaBudget: Up to 500k
Executive summary
ManipalCigna was a relatively new entrant in the saturated health insurance category in India. Health insurance was a low relevance, highly competitive category plagued with high consumer inertia in the country. 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...