Campaign details
Brand: ManipalCigna Health InsuranceBrand owner: Manipal GroupEntrant company: McCann GurgaonIdea creation: McCann, GurgaonMarket: IndiaSector: InsuranceMedia channels: Online video, Social media, TelevisionBudget: Up to 500k
Executive summary
Manipal Cigna was a relatively new entrant in the health insurance category. Health insurance was a low relevance, highly competitive category plagued with high consumer inertia in India. 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 Manipal Cigna...