ManipalCigna Health Insurance launches a new digital campaign

ManipalCigna Health Insurance Company Limited, has unveiled a new digital brand campaign ‘Savdhani Ke Saath, Health Insurance Zaroori Hai’. The campaign focuses primarily on ways COVID fatigue has crept into our lives and how people flouting COVID safety guidelines, can endanger us all.

The new campaign leverages an insight that even if you are cautious and follow all COVID safety protocol, the risk of catching COVID-19 or other infectious diseases is high because of the behaviour of people who might be carriers and who are following the protocols in an incorrect manner. For example, wearing a mask, but on the chin and not covering the nose. Thus, based on this consumer insight the Company has created the campaign – Savdhani Ke Saath, Health Insurance Zaroori Hai (Along with precautions, Health Insurance is essential).

Speaking on the campaign, Sapna Desai, Head – Marketing and Communications, ManipalCigna Health Insurance said, “Today we live in an age of rising medical cost with a greater tendency of falling prey to ailments or viral infections anytime, anywhere. Take the COVID-19 pandemic, for example. Laxity in adherence to precautions can prove to be detrimental to public health. In an increasingly fast-paced and complex world, now more than ever before, we need to prepare for uncertain illnesses in the future and enhance our financial well-being. Thus our new, digitally-led campaign, ‘Savdhani Ke Saath, Health Insurance Zaroori Hai’, promotes the fact that it’s prudent to take preventive measures before any health uncertainty occurs and health insurance plays an active role in making provisions for quality healthcare treatment possible for all to protect one’s health and financial well-being.” 

Several studies reveal that in India personal saving is the source of health care financing, with over 62% of healthcare expenditure being out of pocket. Also, due to rising medical costs around 5% of the population are forced below the poverty line every year according to PWC Analysis. Therefore, the new campaign underpins the fact that even if you take all the proper safety precautions, your health protection isn’t complete without health insurance. Besides, as tryst with COVID-19 continues, people have started experiencing ‘COVID-19 fatigue and denial’ – a state where they’ve gotten used to the threat of COVID-19 looming over their heads and are reverting back to pre-COVID habits of no social distancing, or not wearing a mask. Thus, with COVID fatigue setting in and many individuals flouting COVID safety guidelines, people are at a greater risk of exposure. Therefore, in the era of rising medical cost and a greater propensity of falling prey to medical ailments or viral infections, it is more important than ever before to prepare for uncertain illnesses in the future and enhance the financial well-being.

Click the below links to watch Savdhani Ke Saath, Health Insurance Zaroori Hai campaign films on ManipalCigna’s YouTube page. You can also see them on the Company’s social media platforms (Facebook, LinkedIn, Instagram, twitter)

Besides the two new digital films, the company has also created collection of gifs and edits for Instagram stories and carousels, to support the campaign and media plan on social platforms. The campaign will be entirely on digital media to drive awareness among people of the importance of making the right choices for your health and for your financial well-being.