Mumbai, October 13, 2025: As India lights up for Diwali, the festival of wealth, prosperity, and new beginnings, ManipalCigna Health Insurance, one of the country’s leading health insurers, has launched a powerful new campaign titled ‘Health Insurance Jiske Paas, Lakshmi Maa Karein Waha Niwaas.’ The campaign serves as a festive reminder that while prosperity arrives with wealth, it truly endures when health is protected.

During Diwali, families focus on decorating their homes, buying gifts, and welcoming Goddess Lakshmi, the symbol of wealth and abundance, to their homes. Purchasing health insurance often takes a backseat amid the celebrations. ManipalCigna’s new AI-led campaign brings forth a thought-provoking perspective, highlighting that while wealth can be earned and celebrated, it can only be preserved when health is secure. The film beautifully captures a deeper reality-that when health is not protected, wealth can quietly slip away.

What makes the campaign stand out is its generative AI-powered storytelling, along with a unique POV of the Goddess and an unconventional background music. The film combines India’s cultural roots with modern storytelling and generative AI visuals, reimagining Diwali’s timeless traditions and symbols through a fresh, contemporary lens.

Sapna Desai, Chief Marketing Officer, ManipalCigna Health Insurance, said, “We often pray to Goddess Lakshmi for prosperity, yet forget that good health is the true foundation of wealth. Health insurance penetration in India remains worryingly low. Millions still depend on out-of-pocket spending for medical care, pushing families into financial distress each year. By connecting this social truth with the spirit of Diwali – a festival synonymous with wealth, light, and renewal – we want to remind people that protecting health with insurance is an act of preserving prosperity.”

To extend its message into homes, ManipalCigna has partnered with Zepto for a festive activation. During Diwali, Zepto deliveries will feature creative flyers with the campaign’s core message, ‘ Health Insurance Jiske Paas, Lakshmi Maa Karein Waha Niwaas ’ across seven key cities, bringing the idea of health protection and prosperity directly to families’ doorsteps. This will be followed by outdoor billboard activation and digital platforms, making this a truly integrated campaign aiming to connect with audiences, reflecting the concept of the overall campaign that blends cultural emotion with digital innovation.

With this initiative, ManipalCigna continues to drive awareness around health protection, urging Indians to see health insurance not as an expense, but as an investment in the truest form of wealth and well-being.

About ManipalCigna Health Insurance Company Limited

ManipalCigna Health Insurance Company Limited is a joint venture between Manipal Group, an eminent player in healthcare delivery and higher education in India, and Cigna Healthcare, a global health services company with over 230 years of experience. ManipalCigna is headquartered out of Mumbai and has over 100 branch offices covering significant metros and towns. The company has built a strong multi-distribution network of over 90,000 agents and 500+ distribution partners across the country. ManipalCigna also has presence in 400+ cities in India through its distribution network and has a network of over 14,000 hospitals across cities including tier I, tier II, and tier III towns in India. To learn more, visit www.manipalcigna.com