As India celebrates Diwali, the festival of wealth and new beginnings, ManipalCigna Health Insurance has launched a new campaign titled ‘Health Insurance Jiske Paas, Lakshmi Maa Karein Waha Niwaas.’ The campaign emphasizes the importance of protecting health to preserve wealth and prosperity. During Diwali, families often focus on decorations, gifts, and welcoming Goddess Lakshmi, but purchasing health insurance tends to take a backseat. ManipalCigna’s campaign highlights that while wealth can be earned and celebrated, it can only be preserved when health is secure.
The campaign features a unique AI-led storytelling approach, combining cultural roots with modern storytelling and generative AI visuals. The film reimagines Diwali’s traditions and symbols through a contemporary lens, making it stand out. Sapna Desai, Chief Marketing Officer at ManipalCigna, explained that the campaign aims to remind people that good health is the true foundation of wealth. With low health insurance penetration in India, millions of people still rely on out-of-pocket spending for medical care, leading to financial distress.
To spread its message, ManipalCigna has partnered with Zepto for a festive activation. Zepto deliveries will feature creative flyers with the campaign’s core message across seven key cities, bringing the idea of health protection and prosperity directly to families’ doorsteps. The campaign will also be promoted through outdoor billboards and digital platforms, making it an integrated campaign that blends cultural emotion with digital innovation.
The initiative aims to drive awareness around health protection, urging people to see health insurance as an investment in their well-being rather than an expense. 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 essential for preserving prosperity. The campaign’s message is simple yet powerful: health insurance is not just a necessity, but a way to ensure that wealth and prosperity endure. With this campaign, ManipalCigna continues to drive awareness and promote the importance of health protection in India.