Cigna TTK uses subtle humour to underline importance of health insurance, in illness and wellness

Health insurance player Cigna TTK has rolled out three ad films conceptualised by TBWA.

One of the films features a 'Mr. Kartik Srinivas'. It’s early morning and he's busy exercising - doing a head stand to be precise. A voice over talks about 33-year-old Srinivas, who has a life insurance cover of 35 lakh rupees, and a 'health insurance' of doing his head stands every morning. It underlines the fact that health insurance is important, too. The brand exits with a promise to stand by its customers in illness and wellness.

The other films follow on similar lines. One of them features '52-year-old Pranav Shah' on his morning walk. He has a life insurance cover of Rs 55 lakh, but his 'health insurance' is the morning laughter club.

Mrs. Neha Arora is the protagonist of another of the films. Straight out of bed in the morning, she walks down to her kitchen to have some lime juice in hot water - her 'health insurance'. The message again is that for the 39-year-old with a life cover of Rs 45 lakh, getting a health insurance policy is important. 

All three films end with the voice over that says, “That’s why Cigna TT, who stays with you during sickness and good health.”

Gaurav Rajput, chief marketing officer, Cigna TTK Health Insurance, said, “Our campaign objective is to educate consumers on the importance of health insurance in a relatable and fun way. We believe health insurance should work for consumers not just in illness but also in wellness. We do this through our ProActiv living wellness program that helps consumers maintain their health so that they can enjoy life to the fullest. Our latest brand campaign builds on the thought that everyone has a health quirk or habit that they believe helps keep them healthy.”

Credits
Client: Cigna TTK Health Insurance
Creative agency: TBWA