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ManipalCigna Health Insurance unveils a New Brand Identity and Marketing Campaign
ManipalCigna Health insurance Company Limited (formerly known as CignaTTK Health Insurance Company Limited) has unveiled a new brand identity, including a new name, logo, website and a nationwide integrated marketing campaign as a reflection of two leading brands Manipal Group and Cigna Corporation coming together. In 2018, Manipal Group entered into a joint venture partnership with Cigna Corporation and TTK Group with due regulatory approvals. Thus, to leverage the strength of the combined brand value of Manipal Group and Cigna Corporation, the Company adopted a new Company name ‘ManipalCigna Health Insurance Company Limited’ from ‘CignaTTK Health Insurance Company Limited’ effective from 4th June 2019.
The combination of Manipal Group and Cigna Corporation represents a major milestone for the Indian health insurance sector, ManipalCigna employees and all those the Company is privileged to serve and partner with across India. Separately, the two great organizations have proud histories of industry leadership for the benefit of its customers and communities. And drawing on the strengths of both companies, ManipalCigna Health Insurance will continue to deliver on the company’s mission to improve the health, well-being, and peace of mind of those it serves.
Today, the health of self and family is a priority for young India. A voter survey conducted by the Association for Democratic Reforms (ADR) based on a larger cross-country sample in 2017 also suggested that healthcare is among the top priorities of Indian voters, with better healthcare facilities ranked second, after jobs among the priorities listed by respondents. Thus, in consistent with the consumer insights, company’s mission and values, ManipalCigna Health Insurance has launched an integrated marketing campaign “FAMILY” that brings alive brands commitment to give you and your family easy and lifetime access to quality healthcare, when and where you need it.
Speaking about the new brand identity and campaign, Sapna Desai, Head – Marketing and Communications, ManipalCigna Health Insurance, said, “The institution of family is deep-rooted social system in India. A family plays an important role in the life of every person. The people are very much attached to their families, and health of the family is their top priority. The current brand proposition takes forward the brand philosophy of ManipalCigna, which is expressed in "Health hai toh life hai." Our new campaign brings alive the brands unique promise of being an empathetic healthcare partner for people who are willing to do whatever it takes to prioritize their family’s health and well-being. Further, to ensure a smooth roll out our new brand identity across all touch points, we used five step intuitive brand migration process – discover, strategy, ideation, messaging and rollout as we believe that a Brand is a promise that is expected to hold true throughout all interaction touch points with customers, partners, employees and communities
Partha Sinha, Managing Director and Vice Chairman, McCann Worldgroup who conceptualized the launch campaign said, “ManipalCigna as a brand represents the positive and empathetic face of health. We needed to context the brand in the newfound awareness and commitment of India towards family’s well-being and healthcare. It’s the biggest emotion that is driving India today and we wanted to be a part of that. It’s not just about providing health insurance – it’s about partnering every Indian in their quest to have better healthcare and well-being of his/her family.
Since commencement of operation in 2014, the Company has been an advocate of the mantra, ‘Health Hai Toh Life Hai’ and has always believed that health insurance should work for consumers not just in illness but also in wellness, a philosophy that has helped the Company create a strong position in the standalone health insurance segment in India. The Company strongly believes that one can enjoy life to the fullest only when one is completely healthy – physically, financially and emotionally. This has been the Company’s underlying philosophy and the driving force behind everything it does. Right from the design of the products to the way it delivers them. With this foundation in place, ManipalCigna plans to further create a blueprint to transform the healthcare delivery and healthcare financing system for the future, by pledging to be a committed partner in people's lives and by providing the right suite of healthcare solutions for families in a constantly changing world.
When Manipal Group and Cigna Corporation officially came together in 2018, the roll out of the new identity and brand migration process was done holistically to energize all stakeholders together i.e. employees, customers, distribution partners and hospitals, and external audience. Through a highly integrated, multiagency collaboration, the Company used owned, earned and paid media assets to communicate the new identity with customers and other stakeholders. Typical elements included designing new logo, branded products collateral, a new website design and content, social media channels, product literature, corporate stationery, customer Health Cards, policy documents, hospital merchandise, branch signage, sales brochures, etc. This was an important part of the process to make all key internal and external stakeholders aligned with the new brand identity.
To further educate consumers across generations about the importance of health insurance and guide them along the road to physical, emotional and financial wellness, ManipalCigna recently also unveiled a series of print advertisements in the leading Indian newspapers to raise health insurance awareness among the mass public. The print advertisements is focused on the people in different life stages who care about their family and prioritize their family’s health over everything else. The campaign echoes that when it comes to your family’s health ManipalCigna shares the same priority, so make sure to celebrate life, with full peace of mind that ManipalCigna has their back with lifetime access to quality healthcare. The Company plans to run the campaign on multiple platforms, including digital and social media channels to further maximize target audience reach. Examples of the print advertisements can be found here https://bit.ly/2IVDtST
About ManipalCigna Health Insurance Company Limited
ManipalCigna Health insurance Company Limited (formerly known as CignaTTK Health Insurance Company Limited) is a joint venture between Indian conglomerate TTK Group, Manipal Group, a leader in the field of healthcare delivery and higher education in India and Cigna Corporation, a global health services company with over 200 years of experience. ManipalCigna is headquartered out of Mumbai and has over 33 branch offices covering major metros and towns. The company has built a strong multi-distribution network of over 20,000 agents, 250+ major brokers and is present in over 7,000 point of sales locations across the country through its distribution network. ManipalCigna also has tie-ups with 17 leading Banks, NBFCs and MFIs for distributing health insurance solutions and has a network of over 6500 trusted hospitals across cities & tier II and III towns in India. To learn more, visit www.manipalcigna.com
Media Contact:
Eliza Lobo 937-259-1626 eliza.lobo@manipalcigna.com
