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 essential, 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, combining India’s cultural roots with modern storytelling and visuals, to reimagine Diwali’s timeless traditions and symbols through a fresh lens. The film highlights the importance of protecting health with insurance, emphasizing that wealth can be earned and celebrated, but it can only be preserved when health is secure. According to Sapna Desai, Chief Marketing Officer at ManipalCigna Health Insurance, “We often pray to Goddess Lakshmi for prosperity, yet forget that good health is the true foundation of wealth.”
ManipalCigna has partnered with Zepto to extend its message into homes, featuring creative flyers with the campaign’s core message on Zepto deliveries across seven key cities. The campaign will also include outdoor billboard activations and digital platforms, making it a truly integrated campaign that blends cultural emotion with digital innovation. The initiative aims 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.
The campaign’s message is particularly relevant in India, where health insurance penetration remains low, and millions rely on out-of-pocket spending for medical care, leading to financial distress. By connecting the social truth with the spirit of Diwali, ManipalCigna hopes to remind people that protecting health with insurance is an act of preserving prosperity. With this initiative, ManipalCigna continues to drive awareness around health protection, promoting the importance of health insurance as a essential aspect of overall well-being.