MUMBAI: ManipalCigna Health Insurance has announced the launch of its latest campaign ‘Mere Choice ka Health Insurance’ (MCHI). The aim is to empower young adults in Navigating Adulthood with Financial Security of Health Insurance. As young adults embark on the journey of adulting, they are faced with a myriad of first-time experiences from budgeting and financial planning to experimenting, caregiving for parents, taking self-care. The message that ManipalCigna is trying to send is that it will be an expert partner as they take their first step into Health Insurance.
The campaign Mere Choice ka Health Insurance features protagonist Hrishi and Mishi, a young couple aged between 25-28, who live together and navigate their journey to adulthood, with the safety and peace of mind provided by ManipalCigna Health Insurance. The four-part films highlight some of the features that are available with the products of ManipalCigna Health Insurance especially for the youth such as Cashless OPD, Global Cover, Preventive Health check-ups, Unlimited tele-consultations, Non-Medical Expenses and their claim settlement. For couples planning parenthood, it provides cover for assisted reproductive treatment and newborn expenses such as maternity cover of a Sum Insured of Rs.1 lac and first-year vaccinations. It also looks to highlight ManipalCigna’s expertise in the health insurance industry to provide high-quality healthcare experience to its customers.
Commenting on the new brand films, Sapna Desai, Chief Marketing Officer at ManipalCigna Health Insurance said, “Health Insurance as a category typically targets families, individuals of a certain age, but there’s also a “New to Health” individuals, stepping into adulthood, who face significant decisions like purchasing health insurance amidst their daily responsibilities. Based on this insight we have launched our latest campaign Mere Choice ka Health Insurance or #MCHI. The campaign #MCHI (Mere Choice ka Health Insurance) as synonymous with ManipalCigna, aims to make ‘Health Insurance’ an intrinsic part of the adulting journey so young adults, who live in the fast lane, are better prepared.
“Recent IRDAI data also highlights that Young Adults are much more financially savvy than previous generations and that 70% of young adults actually have financial security as one of their key life goals. Most likely, young adults understand that having a health insurance is a first step to adulting. With this campaign we want to communicate that investing in health insurance early in life is not just cool, but also the smarter thing to do, as it ensures lower premiums and broader coverage options, securing both health and financial stability in every step of the adulting journey.”
Nikhil Shahane, Chief Operating Officer of 21N78E Creative Labs, the agency behind the campaign, added, “In a category that is typically associated with T&Cs and belonging to “the parents” we wanted to find a way to be relevant to the young adults. And one need not look beyond their messages to see that Emojis and Acronyms are an integral part of our lives now. For a financially savvier younger generation, we wanted to make sure that our communication resonated with them in a nuanced and relevant manner. The answer was staring us in our face. And what better way to land everything that ManipalCigna has to offer than by inserting the brand into contextually relevant conversations, in a way that can be appropriated by the customers themselves.”
