AD Agencies
# say ‘YES’ to health campaign: Cigna TTK
MUMBAI: Cigna TTK Health Insurance, a joint venture between U.S. based global health service leader, Cigna Corporation (NYSE:CI) and Indian conglomerate TTK Group, today unveiled the # say ‘YES’ to health campaign.
Improving the health, well-being and sense of security of the people we serve is an imperative at Cigna TTK Health Insurance. 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 mindsets 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 consumers 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.
Cigna TTK health insurance head, marketing and communications Sapna Desai, 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.”
McCann national planning head Suraja Kishore, “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 # say ‘YES’ to health campaign is insightful and designed to assure and reinforce our promise of being a true partner in illness and wellness. The guiding philosophy is built around finding favorable product & service solutions at all times for example ensuring coverage worldwide in times of a 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.”
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 & digital. Social media will be deployed both for awareness and engagement, as an always-on approach.
Give below is the link to the making of the # say ‘YES’ to health campaign with bytes from Sandeep Patel, CEO and MD, Cigna TTK Health Insurance and Sapna Desai, Head, Marketing and Communications, Cigna TTK Health Insurance.
AD Agencies
Publicis Brazil’s creative chief Mauro Ramalho lands the jury chair at Abby Awards 2026
Mauro Ramalho brings 25 years of global advertising firepower to the new creative commerce, use of data and B2B category at Goafest
GOA: The Abby Awards 2026, powered by The One Club and The One Show, has appointed Mauro Ramalho, chief creative officer of Publicis Brazil, as jury chair for its newly launched creative commerce, use of data and B2B category. The announcement, made on 18 March, signals the awards’ intent to bring serious international muscle to a category that sits squarely at the intersection of creativity and commercial performance.
Ramalho is not a name that needs much introduction in global advertising circles. Over 25 years spanning three countries, he has worked at some of the industry’s most creatively restless addresses. At AKQA in San Francisco, he worked across McDonald’s, Nike, Fox, Target, Kraft Foods and GAP, and helped lead “The Lost Ring” for McDonald’s, one of the first alternate reality campaigns and among the most awarded projects of its era. He later moved to Organic in Toronto, bridging the Detroit and Toronto offices on Dodge, Jeep and Chrysler, before spending over a decade building CUBOCC into one of Brazil’s most iconic and innovative independent agencies, which subsequently joined the IPG network.
A stint at FCB followed, where Ramalho led integrated work bridging online and offline, before he joined R/GA São Paulo as vice-president and executive creative director, stitching together the São Paulo office with New York, London, Portland and California on global clients including Verizon, Google, Meta, Samsung, American Express and Heineken. He now heads Publicis Brazil as its chief creative officer.
His trophy cabinet includes Clios, Effies, TikTok awards and MMA Smarties, and he has served on juries at the Andys, TikTok and the Lisbon Awards.
The Abby Awards 2026 is scheduled to take place at Goafest 2026 on 20, 21 and 22 May in Goa.
For Indian advertising, landing a jury chair of Ramalho’s calibre for a category built around data-driven creativity and commerce is a statement of ambition. Goafest just raised its own bar.
