Oct 19 2020
People now, more than ever before are concerned about their health and that of their families
ManipalCigna Health Insurance Company Limited has launched a new digital campaign ‘BAAT KIJIYE’ to encourage Indians to support on each other’s well-being during the COVID-19 pandemic and beyond.
The new campaign, encourages everyone to take time out of their day to start checking in with family, friends, neighbours, colleagues or someone who might be alone or vulnerable due to this extraordinary experience presented by COVID-19 pandemic that continues to impact our physical, financial as well as our mental health in ways we might not even realize.
The COVID-19 pandemic has been a stressful time and as we navigate the new normal, anxiety about health, social isolation, working remotely, dealing with home-schooling children, life after lockdown, job security, and not to mention the day-to-day financial worries are top causes of stress and it’s today taking a toll on people’s physical and mental well-being more than ever. Thus ManipalCigna’s new campaign ‘BAAT KIJIYE’ urges people to reach out and start checking in not just with friends and family, but also colleagues and acquaintances and to do all we can to stay virtually connected with each other to help stop stress levels from escalating in these uncertain times.
Sapna Desai, Head – Marketing and Communications, ManipalCigna Health Insurance on the recent campaigns and how the Insurance sector has grown in this crisis……
Now with the lock down more or less lifted how has the Insurance sector in general performed?
Due to COVID-19, there is an increase in awareness among consumers about buying health insurance policies. In the hierarchy of needs, today health has claimed a primary position. Health insurance is a living benefit product and there is a lot of shift happening in the mindset of the consumers. First shift we have seen in the consumer mind set is that from thinking health insurance is a priority, to thinking health insurance is now a necessity. Second shift is from thinking health insurance is a safety net to being a saviour for people. Third, until now falling ill was considered a distant possibility, but now falling ill has become a distinct possibility. And lastly, we always use to say that buy health insurance and prepare for a rainy day but today consumers are feeling that the ‘Rainy day’ has already come and there are some unforeseen situations like the recent outbreak of COVID-19 that can still occur and will require hospitalization, despite all the proactive efforts taken to be healthy.
At ManipalCigna Health Insurance, our aim is to ensure that affordable, predictable, and simple health insurance products and services are provided to the customer basis their requirement, which can get the insured adequately covered and bring a sense of financial security against the medical expenses of the future.
ManipalCigna has launched a few campaigns during this crisis how was the traction with your clients and the general public?
Yes, in the recent months, we launched few campaigns at ManipalCigna. The first was our digital brand campaign ‘HEALTH KE SAATH, HEALTH INSURANCE ZAROORI HAI’ to encourage people to gain a greater sense of control over their physical and financial health. Inspired by real life customer stories, the campaign features three educative 20 seconds videos that talk about people becoming increasingly aware of the importance of healthy lifestyle, but still there exist the unavoidable and unpredictable conditions that can financially drain the family in case of a medical emergency. Through this campaign, we wanted to amplify the importance of having adequate health insurance to take care of increasing medical expenses and protect the wealth of individuals.
We are a mission driven company, thus to deliver on our mission, which is to improve the health, well-being and peace of mind of those we serve, and also to play our part in the global effort to help contain the spread of the COVID-19. We launched an awareness campaign ‘MASK ZAROORI HAI’ The campaign is aimed to encourage our employees, customers, partners and those we’re privileged to serve to wear a face mask when in public to minimize the spread of COVID-19. We also asked people to take a masked selfie with ManipalCigna’s Instagram AR filter and post it with the #Mask Zaroori Hai on social media platforms and also to encourage their family, friends, neighbors, colleagues and community members to take masked selfies with our AR filter to spread the awareness about the importance of wearing a mask to make our country and the world a safer place.
And, very recently, we launched another campaign ‘BAAT KIJIYE’ to encourage Indians to Check-in on each other’s well-being amidst the challenging times of COVID-19. All our three campaigns have been accepted very well by the people, and we have received tremendous positive response and great tractions across our various digital platforms.
Are you seeing a spike in insurance buying?
In the past few years, the health insurance industry has witnessed an overhaul and due to the COVID-19 scenario, there is a significant increase in awareness towards the growing cost of medical expenses. Therefore, the demand for health insurance policies has significantly gone up. As people now, more than ever before are concerned about their health and that of their families. This year for YTD August, standalone health insurance companies have registered a significant growth of 25% despite economic slowdown and GDP drops. People have also started proactively looking to increase their coverage, and renewal has improved with increasing upsell trends.
Your recent campaign ‘BAAT KIJIYE’ the strategy behind this campaign?
The COVID-19 pandemic has been a stressful time and as we navigate the new normal, anxiety about health, social isolation, working remotely, dealing with home-schooling children, life after lockdown, job security, and not to mention the day-to-day financial worries are top causes of stress and it’s today taking a toll on people’s physical and mental well-being more than ever. Thus our new campaign ‘BAAT KIJIYE’ urges people to reach out and start checking in not just with friends and family, but also colleagues and acquaintances and to do all we can to stay virtually connected with each other to help stop stress levels from escalating in these uncertain times.
As we all know, humankind needs physical contact, face-to-face interactions and community love and support, to thrive. During this COVID-19 pandemic-imposed social distancing, it is incredibly difficult to meet loved ones face-to-face, and this can cause stress in people’s lives. Thus to protect the health, well-being and peace of mind of millions of people in India we launched our new digitally-led campaign ‘BAAT KIJIYE’. Through our new campaign, we want to encourage everyone to pick up the phone, speak and start checking in with their friends, family or someone needing support. Just a call or message to know that someone is thinking of them can have a huge positive influence on a person’s emotional health and perhaps help few others who are struggling.
What was the brief for the agency?
Our new digitally-led campaign ‘BAAT KIJIYE’, is part of Cigna International’s new Check-In initiative which encourages people to support the important people in our lives during these unprecedented times. Thus in line In line with our global campaign, we briefed our agency to customize this initiative for India market.
The brief given to the agency was to launch a campaign which gives a strong message about the importance of taking care of each in such unprecedented times. As merely “talk to each other” i.e. BAAT KIJIYE, can solve many problems.
What will be the marketing strategy for this campaign, will it be only digital or you will look at traditional media to promote this campaign?
Besides the new digital film in Hindi and English, we are rolling out advertisements on social media along with influencer outreach programs to drive awareness about the BAAT KIJIYE campaign. Thus we are looking at both digital and traditional medium to further promote this campaign.