Campaign: Care in Illness,
Wake Up Call in Wellness
Brand: Cigna TTK
Company: Cigna TTK Health Insurance
Agency: TBWA
The Ad
The commercial presents the story of a couple where the wife tries to cheer up her sick husband,with comforting food. The next day, he wakes up to see his alarm clock resting on his sneakers at a cajoling distance, with his wife ready for a run. The couple is seen exercising together, as the brand layers its message on how the insurance company promises to take care of the customer both in sickness and health, just like a loved one.
Our Take
“I promise to stand beside you in sickness and in health, till death do us part.” Cigna TTK attempts to brings alive this wedding vow through its ad film, by sticking to its proposition with its messaging, ‘Health hai toh life hai’. When it comes to health, no one is more sensitive than one’s family and it is this emotional insight the company has tapped into. Its three-TVC series has three relationships — a mother and son, a young husband and wife, and an elderly couple. Each ad is woven like a story, with an emphasis on the insurance benefits.
The TVC reiterates Cigna TTK’s promise to be with the customer by maintaining concern and closeness in good times and bad, just like a loved one would. Through its campaign, it aims to break the mindset that health insurance is relevant only when one is sick. Parixit Bhattacharya, chief creative officer, TBWA, says, “Just like our loved ones think beyond immediate cures and push us to build up our health, Cigna TTK supports customers by providing myriad illness and wellness benefits.” He adds that this product truth allowed the creative team to tap into a wealth of human metaphors that express the bond of caring which the brand shares with its customers.
It is the narration of relatable human stories that tugs at the heartstrings. The ads are a step beyond earlier campaigns wherein the company focussed on an individual’s health profile. The brand has carried out a similar execution in earlier TVCs, without using dialogues and thus employing a subtler way to present its message. Earlier, Cigna TTK focussed on an individual and his/her way to keep fit; in its latest campaign, the idea of relationships is emphasised.
Although the campaign is a pleasant way to put across an important message, the new ads provide very little distinction when compared to the brand’s previous advertising efforts. We believe the company could have brought in some innovation in its presentation of the ad film. But considering that Cigna TTK marks its entry into Tier-II towns with its latest ads, this could possibly be the simplest way to connect with its target audience in such markets.
@chandni_mathur, Chandni.Mathur@expressindia.com