CLIENT
ManipalCigna Health Insurance
1. Payel Basu - Senior Manager - Marketing
2. Parthiv Majmudar - DVP - Marketing
3. Sapna Desai - Head – Marketing & Online Sales
AGENCY
1. Ashish Kharwatkar - Executive Creative Director
2. Vikram Dhembare - Creative Director
3. Rajesh Sharma - Senior Vp, Planning Head Mumbai
4. Akhilesh Nath - Planning Director
5. Aditya Mhatre - Junior Planner
6. Divya Sethi - Group Business Director
7. Sapna Bangera - Brand Services Director
SUMMARY
Health insurance is a high consumer-inertia and low-relevance category in India. The challenge for ManipalCigna was to grow without the saliency, distribution, or media muscle of leading health insurance brands. The current pandemic would lead one to assume that health insurance would be easily adopted, however we found that the more people took care of their health, the lesser they felt the need to insure. We decided to target those whose health protection efforts were incomplete without health insurance and succeeded in bringing in new consumers and building brand awareness and consideration.
