ManipalCigna Health Insurance has launched a film titled ‘Health Ki Keemat’ (the value of health) to highlight the value propositions that people can expect when buying health insurance. Conceptualised by TBWA\ India, the film features the brand’s ambassador and actor Manoj Bajpayee.
The film asks the audience questions about what the real value of health is. It then goes on to showcase how little things like the ability to be able to laugh after an open-heart surgery, walk on solid ground after being weak, and see your kids be themselves is where the value of health actually lies. Bajpayee ends with vouching for ManipalCigna’s Health Insurance, with the line ‘Expert Ki Suno, Sahi Chuno’ (listen to the expert, choose right).
Sapna Desai, chief marketing officer, ManipalCigna Health Insurance, said, “Our new brand film leverages the insight that while health insurance has today moved from a ‘grudge’ purchase to a ‘nudge’ purchase, there exists a knowledge gap and limited product understanding. We believe Health is priceless, and people who value their and their family’s health will trust an expert. Based on this insight, we have designed the new film, ‘Health Ki Keemat’. The story builds on the ‘real moments of health recovery’ to drive brand connect and affinity. We have a new brand tagline, ‘Expert Ki Suno, Sahi Chuno’ to assure consumers that now they can count on the health insurance expert, ManipalCigna who understands the value of health and knows best how to protect it “
Parixit Bhattacharya, managing partner - creative, TBWA India, said, “We are delighted to partner ManipalCigna again, especially at this exciting juncture for the brand. The Health Ki Keemat brand film spotlights the need to choose an expert while considering health insurance. After all, what’s invaluable can only be trusted with experts. During the process of creating this film, we discovered that people who demanded the most out of their health insurance, preferred someone with the right expertise. This is a massive advantage for the business and speaks to the great values of the brand. So when Manoj Bajpai says ‘Jo health ki keemat jaante hain woh ManipalCigna Health Insurance ko maante hain’ (the one who understands the value of health, values ManipalCigna Health Insurance) , he is speaking the truth.”
The campaign will be rolled out across digital, OOH, print and television.