How Manipal Cigna kept its brand communication relevant in tough times

The COVID-19 pandemic has transformed our lives in unprecedented ways, many of us are experiencing social isolation and loneliness at times. For those dealing with hardships it’s often difficult to reach out for help. Manipal Cigna Health Insurance Company Ltd recently launched a new digital campaign – ‘Saath Dijiye, Fark Padta Hai’ – m to celebrate the spirit of togetherness and spread the message of supporting each other through all means and staying strong together in difficult times, as a simple act of kindness can make a big difference to someone’s life.

In conversation with Adgully, Sapna Desai, Head - Marketing and Online Sales, Manipal Cigna Health Insurance, speaks about the digital campaign, incorporating the learnings during the pandemic period into their business operations, performance during the challenging times and much more.

What did you seek to convey with Manipal Cigna’s recent digital campaign – ‘Saath Dijiye’?

The COVID-19 pandemic has transformed our lives in unprecedented ways, with many of us experiencing social isolation and loneliness at times. For those dealing with hardships, it is often difficult to reach out for help. Thus, through our new campaign ‘Saath Dijiye’, we want to encourage people to take a step forward and start talking to friends and family and be there to support each other in times of difficulties, as things often get better when we are together.

As we all know, humankind needs care and support of the people around them. The current pandemic situation has taught us that with the spirit of togetherness, kindness and being available to help each other, we can get ourselves out of anything. Hence, inspired by the many selfless acts that lifted human spirits during the outbreak, we at Manipal Cigna have put together this message of ‘Saath dijiye, kyunki fark padta hai’, urging people to encourage, uplift, and support one another in difficult times. In fact, this stands true for all times, not just during the extraordinary experiences presented by the COVID-19 pandemic.

What is the key message and the central concept of the film?

One of the greatest learnings that we’ve had from the current situation is bouncing back is harder, but necessary. With this really beautiful rendition of the message, ‘Saath Dijiye’, we want to amplify the message and make the same as the talk of town. Because if there’s one thing that we’ve learnt in these difficult times, it is that we’re stronger than we think. And the only thing that makes us even more undefeatable is being there for one another, despite the distance or time of day. A simple act of kindness can make a big difference to someone’s life, after all!

What was the brief given to the agency for this film?

To live our brand purpose of being with our customers in illness and wellness, we had launched two campaigns – ‘Baat Kijiye’ and ‘Khayal Rakhiye’. The brief we gave to the agency was to launch another campaign in the similar context, which gives a strong message around the lessons that we had learnt along the way post the second wave of COVID-19. Thus, inspired by all the selfless acts and generosity that we saw, the message of “supporting each other”, that is, ‘Saath Dijiye’, was conceptualised to celebrate the spirit of togetherness and how it makes a difference.

What are you planning next? What are the strategies that you are working on for the upcoming quarters?

Today, we live in an age of rising medical costs, with a greater tendency of falling prey to ailments or viral infections anytime, anywhere. By taking, the COVID-19 pandemic situation in mind, we at Manipal Cigna Health Insurance, will always ensure that affordable, predictable, and simple health insurance products and services are provided to the customers, which can get the insured adequately covered and bring a sense of financial security against the medical expenses of the future.

As such, we will continue to work upon on the areas as per the demand of the situation – ranging from product, service and communication, which we believe will bring health, well-being and peace of mind for all those we serve.

How did Brand Manipal Cigna fare over the last year? How are you coping with the challenges posed by the pandemic situation?

In the times of crisis, our priority was to do all we could to protect the health and well-being of our employees, customers, partners, and our communities. Last year, due to the unusual times and the kind of challenges the year brought with it, one thing that challenged us was how we as an organisation protect all those we serve and also reimagine our business operations to build high proficiencies across services and to quickly circumnavigate the challenges.

Further, to help bring our brand purpose to life, last year we launched consumer-insight driven campaigns, such as ‘Health Ke Saath Health Insurance Zaroori’, ‘Savdhani Ke Saath Health Insurance Zaroori’, and ‘Mask Zaroori Hai’ to inspire people to play an active role in supporting society’s fight against the pandemic.

The pandemic has taught us how we can be faced with uncertainties and that an adequate comprehensive health insurance is a necessity to access quality healthcare, safeguard long term financial goals and to live a healthier life. Thus, at Manipal Cigna Health Insurance, we will always ensure that our products and processes are constantly evolving to adapt to the needs and expectations of all those we serve.


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