Cigna TTK Health Insurance, a joint venture between US based global health service leader Cigna Corporation (NYSE:CI) and Indian conglomerate TTK Group, has unveiled the # say ‘YES’ to health campaign.
Improving the health, well-being and sense of security of the people they serve is an imperative at Cigna TTK Health Insurance, says the company’s spokesperson. “This is the underlying philosophy of everything we do, right from the design of the products to the way we deliver them. A deep dive into the consumer mindset showed that when a consumer is planning to buy health insurance, there are many questions and apprehensions in their minds on the benefits of health insurance, leaving them with a feeling that when the moment of truth arrives, they may not benefit. Cigna TTK’s brand strategy has been to partner their consumer in illness and in wellness. In this campaign, the brand partners the consumers in the decision making process and builds a relationship that drives brand preference,” added the spokesperson.
Speaking at the launch of the new campaign, Sapna Desai, Head, Marketing and Communications, Cigna TTK Health Insurance, said, “Our new # say ‘YES’ to health campaign is designed to infuse positivity and affirmation for the set of consumers who are aware of health insurance and are considering buying, but are unable to make the final decision. It is within this context that Cigna TTK has chosen to # say ‘YES’ to health – reassuring customers that at Cigna TTK, their health and well-being will always come first. The campaign leverages the product and service truths to differentiate and provide exclusive value to our customers based on their diverse needs.”
Suraja Kishore, National Planning Head, McCann Worldgroup, said, “In a country that’s witnessing a rise in health consciousness, subscribing to health insurance should be an obvious idea, but it’s clearly not the case. Consumer immersions we undertook revealed to us the reason for this gap: consumer dissonance and confusion arising from hidden clauses in fine italics, and conditions-apply-asterix keep consumers away from buying into the category.”
“Cigna TTK’s # say ‘YES’ to health campaign is insightfully designed to assure and reinforce our promise of being a true partner in illness and wellness. The guiding philosophy is built around finding favourable product and service solutions at all times. For example, ensuring coverage worldwide in times of medical emergencies, lowering premiums as a reward for staying healthy, restoring your sum insured to the full extent if it gets exhausted due to any other medical condition etc,” added Kishore.
The approach of this campaign is to keep the communication simple and endearing. The campaign will focus on print as the lead medium, with the support of radio and digital. Social media will be deployed both for awareness and engagement, as an always-on approach.