As India celebrates the festival of Diwali, ManipalCigna Health Insurance has launched a new campaign titled “Health Insurance Jiske Paas, Lakshmi Maa Karein Waha Niwaas,” which translates to “Where there is health insurance, Goddess Lakshmi resides.” The campaign aims to remind people that while wealth and prosperity are important, they can only be truly enjoyed when health is protected. During Diwali, families often focus on decorating their homes, buying gifts, and welcoming Goddess Lakshmi, the symbol of wealth and abundance, but purchasing health insurance often takes a backseat.
The campaign uses generative AI-powered storytelling and a unique perspective to highlight the importance of health insurance. It beautifully captures the reality that when health is not protected, wealth can quietly slip away. The film combines India’s cultural roots with modern storytelling and AI visuals, reimagining Diwali’s timeless traditions and symbols through a fresh lens. According to Sapna Desai, Chief Marketing Officer of ManipalCigna Health Insurance, the campaign aims to remind people that good health is the true foundation of wealth and that health insurance penetration in India remains low.
To extend its message, ManipalCigna has partnered with Zepto, a delivery service, to feature creative flyers with the campaign’s core message on deliveries across seven key cities. The campaign will also include outdoor billboard activation and digital platforms, making it a truly integrated campaign that blends cultural emotion with digital innovation. The goal of the campaign is to drive awareness around health protection and urge Indians to see health insurance as an investment in their well-being, rather than an expense.
The campaign is particularly relevant in India, where millions of people still depend on out-of-pocket spending for medical care, pushing families into financial distress each year. By connecting the social truth of low health insurance penetration with the spirit of Diwali, ManipalCigna hopes to remind people that protecting health with insurance is an act of preserving prosperity. Overall, the campaign is a powerful reminder of the importance of prioritizing health and well-being, especially during the festive season.