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Business News/ Brand Stories / ‘Mere Choice Ka Health Insurance’ Campaign Is Empowering Millennials to Make Financially-Wise Decisions

‘Mere Choice Ka Health Insurance’ Campaign Is Empowering Millennials to Make Financially-Wise Decisions

“Mere Choice Ka Health Insurance” is aimed at empowering young adults making their foray into their world of health insurance

‘Mere Choice Ka Health Insurance’ Campaign by ManipalCigna Health InsurancePremium
‘Mere Choice Ka Health Insurance’ Campaign by ManipalCigna Health Insurance

What are the key features of a good health insurance policy for young adults? Access to quality healthcare, quick and easy claims, minimum waiting time, coverage for health check-ups are some of the features that one would look for when selecting a health insurance policy that is designed for those looking to purchase an insurance cover in their 20s that can help balance immediate medical costs and saving for long-term financial goals.

The latest campaign from ManipalCigna Health Insurance, aptly titled “Mere Choice Ka Health Insurance" is aimed at empowering young adults making their foray into their world of health insurance as it offers all the information you need to navigate through adulthood with the financial security that an effective health insurance policy offers.

The#Mere Choice Ka Health Insurance campaign

Using the medium of four short films, we see health insurance from the lens of a young couple, Hrishi and Mishi, who are living the roller coaster of adulting as they encounter fresh challenges and seek solutions from their health insurance buddy, ManipalCigna Health Insurance. From budgeting, caregiving for parents and covering for exigencies for young families and financial planning, the campaign covers it all in a format that is relatable, fun and easy to comprehend.

Each of the four short films is aimed at addressing a new challenge that comes with adulting – the first video highlights budget planning, the second one looks at experimenting, the third film showcases keeping promises and the fourth one delves into the importance of taking care of your loved ones. And, as it offers solutions, it also tells us the USPs of ManipalCigna Health Insurance including fully-loaded products, quick and easy claims, seamless healthcare experiences, coverage for diagnostics and pharmacy, an option to cover non-medical expenses, senior citizen covers with unlimited tele consultations, health check-ups and minimum waiting periods for the policies to kick in, among several others.

One of the films also addresses a common concern for young couples planning parenthood today – insurance for assisted reproductive interventions and newborn expenses. ManipalCigna Health Insurance also offers cover for assisted reproductive treatment and newborn expenses such as maternity cover of a Sum Insured of 1 lakh and first year vaccinations for the baby.

Click here to watch the films:

The films are being showcased on all major digital platforms, and on news television channels, and via Influencers on Instagram from various genres for maximum outreach across the country.

What the experts have to say

Commenting on the campaign, Sapna Desai, Chief Marketing Officer at ManipalCigna Health Insurance said: “Health Insurance as a category typically targets families, individuals of a certain age. But, there is also a “New to Health" category of individuals, who are stepping into adulthood and who face significant decisions like purchasing health insurance amidst their daily responsibilities. Based on this insight, we have launched our latest campaign Mere Choice ka Health Insurance or #MCHI. The acronym for the campaign, #MCHI, also stands for ManipalCigna Health Insurance and aims to make ‘Health Insurance’ an intrinsic part of the adulting journey so young adults, who live life in the fast lane, are better prepared."

One of the key reasons for initiating this campaign was that young adults are driving our economy and also financial decisions for their families today. According to a recent survey by the Insurance Regulatory Development Authority of India (IRDAI), young adults are much more financially savvy than previous generations and 70 per cent of young adults actually have financial security as one of their key life goals. “Young adults understand that having health insurance is a first step to adulting. With this campaign, we want to communicate that investing in health insurance early in life is not just cool, but also the smarter thing to do, as it ensures lower premiums and broader coverage options, securing both health and financial stability in every step of the adulting journey," Desai further added.

“In a category that is typically associated with T&Cs and belonging to “the parents", we wanted to find a way to be relevant to the young adults. And one need not look beyond their messages to see that Emojis and Acronyms are an integral part of our lives now. For a financially savvier younger generation, we wanted to make sure that our communication resonated with them in a nuanced and relevant manner. The answer was staring us in our face. And what better way to land everything that ManipalCigna has to offer than by inserting the brand into contextually relevant conversations, in a way that can be appropriated by the customers themselves," said Nikhil Shahane, Chief Operating Officer of 21N78E Creative Labs, the agency which conceived the campaign.

The films showcased some critical elements of good financial planning for millennials and offered some key takeaways:

The benefits of starting young

There are many advantages to buying a health insurance policy when you are young, even though you may not need to use the insurance policy till you are much older. The most important gain is that the premium that you pay is the lowest when you buy the policy in your 20s. As you age, the premium that a new policy attracts also increases. Furthermore, the waiting period may be tough to ride out as you grow older and your health starts to deteriorate. Buying an insurance policy at a young age usually does not require any pre-medical check-ups in your 20s and 30s and the application generally gets approved easily and a lot faster. This may change if you apply for health insurance in your 40s – your application could even be rejected due to the age factor.

Top 10 tips to pick the right health insurance

Read on to know the top 10 factors you should bear in mind while selecting the right health insurance when you are young:

· Choosing a policy with a good sum insured. With inflation being at an all-time high, your policy must cover you against the rising costs.

· Health care costs are also increasing and therefore your corporate policy may not be enough for you and your loved ones.

· You can consider taking a super top-up plan on your policy which enhances the sum insured by paying a meagre sum of money.

· Everyone seeks a policy with maximum coverage but ask whether the one you are choosing covers pre-existing illnesses, alternative treatment forms or critical illnesses.

· It may also be a good idea to choose a policy that you can customize according to the specific needs of your family by means of add-on riders.

· Choose a policy where bonuses are guaranteed so that medical inflation could be managed well.

· See how simple or complicated the claims process is. Consider selecting an insurer who allows you to file claims online minus the need for extensive paperwork.

· Pick a policy that has higher sub-limits on the amounts you can spend on ICU costs, room rent, domiciliary hospitalisation costs, etc.

· Another thing to watch out for is co-payments, deductibles, and other clauses which could be voluntary with some policies and compulsory with others. Select wisely.

Balancing healthcare costs and long-term financial goals

Setting financial goals, both for the short-term and long-term, are an important step towards financial security. With increasing inflation, the cost of everything is on the rise and this also includes healthcare. So, even though retirement may seem like a faraway life event, the sooner you start to plan for it, the better it is. An important component of your costs after you grow beyond a certain age will be healthcare and an effective healthcare policy must provide for those costs even as you meet other financials for other milestones such as buying a home, getting married, providing for children’s education, etc through other investment tools.

About ManipalCigna Health Insurance Company Limited

ManipalCigna Health Insurance Company Limited is a joint venture between Manipal Group, an eminent player in healthcare delivery and higher education in India, and Cigna Healthcare, a global health services company with over 230 years of experience. ManipalCigna is headquartered out of Mumbai and has 78 branch offices covering significant metros and towns. The company has built a strong multi-distribution network of over 60,000 agents and more than 500 distribution partners across the country. ManipalCigna also has presence in over 400 cities in India through its distribution network and has a network of more than 9,000 hospitals across cities including Tier I, Tier II, and Tier III towns in India. To learn more, visit

Disclaimer: This article has been produced on behalf of the brand by HT Brand Studio.

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Published: 27 Feb 2024, 05:45 PM IST
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