ManipalCigna Health Insurance’s #ExpertKiSunoSahiChuno new brand film reached 45 million during T20 World Cup
Mumbai : ManipalCigna Health Insurance is one of India’s leading health insurance expert with global experience and local expertise. The brand recently launched two brand films around the significance of their new tagline ‘Expert Ki Suno, Sahi Chuno’ starring brand ambassador Manoj Bajpayee.
With the help of performance marketing activities carried out by the full-service digital marketing agency, Puretech Digital, the brand campaign ‘Expert Ki Suno, Sahi Chuno’ has received a tremendous response. Platforms like Disney + Hotstar and others contributed to the campaign’s achievements and impacted in achieving extensive brand awareness and consideration.
The brand campaign was conducted over a period of one month, from October 2022, where Puretech Digital strategically capitalised on the festival of Diwali and the buzz around Sports. The flavour of this year was set by the T20 World Cup which formed an excellent base for audience targeting. The agency strategically captured the concurrency of the most awaited Ind v/s Pak match and some such, that helped the campaign achieve exceeding results. Building on the insight through research, mapping channels and target locations, a high impact and frequency campaign was deployed to reach maximum audience with efficiency.
The campaign’s success was made possible by an effective melange of mobile devices, connected TVs, and desktops. Multiple platforms like Google Search, Google DV360, Meta, etc resulted in an increased reach and recall for the brand.
Link to video:
ManipalCigna Health Insurance | Health Ki Keemat
Link: https://www.youtube.com/watch?v=PDdX88OLXOE
All these activities combined led to overwhelming impressions of more than 500 million, for the brand and has reached more than 45 million people across the country.
Sapna Desai, Chief Marketing Officer, ManipalCigna Health Insurance, said, “We have been associated with Puretech Digital for a year now, and the agency has contributed greatly with the Performance Marketing plug-in to amplify our new brand films and ManipalCigna’s brand positioning message, ‘Expert Ki Suno, Sahi Chuno’ which aims to convey the company’s overarching expertise in Health Insurance and its product benefits such as fully loaded comprehensive products, quick and easy claim settlement and a better healthcare experience. This campaign is a testimony of a stronger future for our digital growth, and will help us seek deeper penetration into the market.”
Speaking on the success of the campaign, Parthiv Majmudar, Vice President – Digital Marketing at ManipalCigna Health Insurance, said, “This campaign was centered towards achieving greater market penetration by reaching a large target of potential audience. We wanted ManipalCigna to be synonymous to assurance & expertise, when it comes to health insurance. This was made possible in partnership with Puretech Digital by tapping into the most apt timings, best-resulting channels, and highly effective strategies, thereby yielding great results for our business goals.”
Sharing his views, Kedar Kulkarni, Vice President – Digital, Puretech Digital, said, “ManipalCigna is one of the leading insurance players, and we are delighted to partner with the company to increase efficiency and scale on their online business. The launch of Manoj Bajpayee as the brand ambassador was a full-funnel exercise for the brand going beyond performance marketing to brand-building, awareness, and consideration. This allowed us to explore different channels and relevant audiences to deliver great results”