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HDFC Standard Life kicks off new campaign under Dentsu Marcom

By , agencyfaqs! | In | January 13, 2005
Dentsu, which was appointed about a month ago, will handle the advertising for the insurance player along with incumbent Canco


Insurance player HDFC Standard Life Insurance will have two agencies handling its advertising business. One is incumbent Canco Advertising and the second is Dentsu Marcom, which was appointed about a month ago in a six-way creative pitch. & #BANNER1 & #

The company had called for a pitch in November 2004 and the agencies in the fray included Ambience Publicis, JWT, Capital Advertising, Canco and Interface apart from Dentsu.

Parallely, some media agencies had made credentials presentations to the company top brass for the media part of the business. However, no formal pitch has been called for the same.

These agencies included Insight, Starcom, The Media Edge (TME) and Lodestar. The media duties at the moment are handled by Canco and Dentsu Marcom.

The company's ad-spend in the last calendar year was in the region of Rs 10 crore, which is likely to continue at the same level this year, say industry sources.

The insurance player has recently kicked-off a new product campaign in print and outdoor for its retirement plan under the aegis of Dentsu Marcom. The campaign uses the theme of self-respect instead of friendship that has been the company's communication plank for the last four years.

The familiar tagline of 'Friends for Life and Beyond' will make way for the 'respect' theme that will characterise all its communication, says Sanjay Tripathi, head of marketing, HDFC Standard Life.

"The friendship theme helped us bond with the consumer, but it was time that we moved on," he says. "Typically an insurance purchase is a serious decision for a consumer who is looking to secure his and his family's position."

The body copy of the current campaign speaks of the need to "retire with pride" with the line going - "Hold your head high even after retirement". Post-product campaign, the company will kick-off a brand campaign, which is likely to be launched soon.

Tripathi says that the company is evaluating all possible media options for the brand campaign.

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