Q: Please talk about your ‘Sada Secure Raho' campaign and the story behind its creation process?
We identified a gap in Tier 3 and Tier 4 towns where health insurance coverage remains low. To bridge this, we launched Sarva—a highly customisable, affordable product with strong benefits and zonal pricing, supported by 100 new branches. The name Sarva reflects its nationwide relevance, offering three variants: Pratham for first-time buyers, Param for those upgrading, and Uttam as a comprehensive plan. The campaign positions health insurance as a blessing, summed up in the tagline Sada Secure Raho. To make the message engaging and easy to grasp, we introduced Sarvanand, an AI-driven parrot acting as a health insurance expert, alongside Prabhakar, played by Javed Jaffrey. Using humour and relatable storytelling—such as scenarios around new jobs and college admissions—we simplified complex insurance concepts into short, impactful films, making health coverage more accessible to a wider audience.
Q: Why did you pick Jaaved Jaaferi for this campaign?
Choosing a brand ambassador is all about relevance and resonance; they must fit the campaign and connect with consumers. For this campaign, we had a creative idea and needed the right talent to bring it to life. Selecting a celebrity is a crucial decision—it can make or break a campaign. Since we are a health insurance brand, we wanted someone credible, responsible, and known for a healthy lifestyle. That’s where Jaaved Jaaferi stood out. A versatile actor, dancer, and voice artist, he’s iconic for Takeshi’s Castle and Boogie Woogie—a name that resonates across generations. Working with him was fantastic. His dedication was evident from pre-production, where he was deeply involved in costumes and scripts, to the shoot, where his professionalism and talent shone. Even in dubbing sessions, he delivered flawlessly. Another advantage? He is not overexposed—unlike many ambassadors seen everywhere. This gives our campaign uniqueness and high recall value.
Q: What does your marketing mix look like?
We target two key consumer segments: our distributors (B2B) and end consumers (B2C). Our strategy is simple—be where our consumers are, whether through traditional or digital channels. For example, we are currently running a radio campaign in Guwahati and have hoardings at the Mahakumbh, aligning with our 'Sada Secure Raho' messaging. This mix of mediums ensures visibility, especially in Tier 3 and Tier 4 towns, where experimenting with different formats is crucial. Beyond traditional media, we are also leveraging regional influencers for content-driven campaigns, a strategy we plan to expand in the coming year.
Q: How are you leveraging Radio to unleash hyperlocal strategies?
Radio is often associated with major cities like Mumbai and Delhi, but we are seeing a shift towards digital radio and platforms like Spotify here. For us, radio has been impactful, especially during prime-time slots—mornings and evenings—where it drives website traffic. A key advantage is its ability to deliver our campaign in 10 languages, aligning with local themes and cultures, creating a deeper connection. It’s also a cost-effective frequency-building medium. While Digital, and outdoor channels help with reach, Radio, reinforces messaging through daily repetition, making it a strong frequency driver. Another major benefit is precise geographic targeting. Our campaign runs in 63 cities, and radio lets us pinpoint exactly where it airs. When expanding beyond the top 10–15 cities, these regional mediums become even more valuable. India is a vast market, and radio plays a crucial role in reaching audiences at scale.
Q: When it comes to marketing, what is the USP of your brand?
Creativity has always been our strength, and now we are blending it with technology to drive innovation. Last year’s Mini Mindful Moments campaign, which won multiple awards, used AI to create personalised meditation videos based on each user’s idea of bliss—whether running or a beach walk—making it deeply engaging. What sets us apart is that we are insight-led, solving real consumer problems with tech and personalisation. India’s diversity demands tailored messaging, and we strive to connect meaningfully with every segment. A great example is Mere Choice ka Health Insurance, designed for young adults. The insight here being—adulting is equal to health insurance. By tapping into relatable firsts—cooking, budgeting, caring for parents—we made health insurance relevant for 23–24-year-olds. Staying consumer-first and tech-driven keeps us ahead of the game.
Q: How do your communications vary in urban and rural regions?
Our research shows that health insurance needs different approaches across India. In metros, people already understand the need for insurance and focus on whether their cover is enough. They ask informed questions about deductibles and Co-Pay. In smaller towns, however, awareness is lower. The conversation starts with why insurance is necessary, highlighting medical inflation and potential costs. To bridge this gap, we are expanding into Tier 3 and Tier 4 towns, making insurance more accessible through digital initiatives and local outreach. In Karnataka, as the official state insurance lead, we engage at the gram panchayat level through health camps and nukkad nataks, tailoring solutions to rural consumers. Our goal is clear—comprehensive, personalised health insurance for every Indian.
Facts
Media Agency – GroupM
Digital Agency – 21N78E Creative Labs
PR Agency – Adfactors
Creative agency – We do on a project basis, the Sada Secure Raho campaign was created by Eggfirst
Company Profile
ManipalCigna Health Insurance Company Limited is a joint venture between Manipal Group and Cigna Healthcare. ManipalCigna is headquartered out of Mumbai and has over 100 branch offices covering significant metros and towns. The company has built a strong multi-distribution network of over 70,000 agents and 500+ distribution partners across the country. ManipalCigna also has presence in 400+ cities in India through its distribution network and has a network of over 15,000 hospitals across cities including Tier 1, Tier 2, and Tier 3 towns in India.
