Cigna TTK Health Insurance has rolled out a campaign that consists of three TVCs. The films have been conceptualised by TBWA India.
Each of the films portrays a situation where someone falls ill, and a family member is always on hand during illness and beyond. Cigna TTK promises to do the same.
One of the films (above) features a mother comforting her young boy, who has fractured his leg. She draws a cartoon on his cast and makes the grounded little boy smile by making funny faces at him. Once he recovers from the fracture, she's ready to cycle with him to school, to help him strengthen his leg. A voice over says that Cigna TTK Health Insurance works similarly as it helps consumers by covering the costs during the treatment, and offering a 'pro-activ living programme' in good health.
Two other films follow on similar lines. One of them features a man recovering from an illness pampered by the wife, and the other features an aged couple, where the man comforts his ailing wife.
Sapna Desai, head – marketing and communication, Cigna TTK, said, “Cigna TTK has always believed that health insurance should work for consumers not just during times of illness but also in wellness. We see ourselves not just as a company that covers medical expenses, but a health partner that plays a much larger role, intrinsic to the entire life of a consumer. It is this driving belief that has been at the core of Cigna TTK’s communication strategy. The central idea of the latest brand campaign is built on going the extra mile by giving the customer 'more'."
Parixit Bhattacharya, chief creative officer, TBWA, said, “At the heart of the campaign lies the idea that those who truly care for you, always do more for you. Just like our loved ones think beyond immediate cures and push us to build our health, Cigna TTK supports customers by providing myriad illness and wellness benefits. This product truth allowed us to tap into a wealth of human story metaphors that express the bond of caring that Cigna TTK shares with its customers. A personal relationship that prompts the company to go the extra mile for each and every customer.”
Along with these three films, the campaign also be in print, on radio and digital media.