Dentsu Marcom wins Iffco-Tokio insurance account

Dentsu Marcom's Delhi office has won the creative-cum-media mandate for general insurer Iffco-tokio. The size of the business is about Rs 7 crore.

The pitch process was drawn over the last two-three months and the incumbent was Rediffusion.

According to industry sources, Iffco-tokio General Insurance Company has a 14 per cent market share in the general insurance business in India but is largely unknown to the retail segment. Apparently, that's what Dentsu Marcom will set out to correct.

For the uninitiated, Iffco is the abbreviation of Indian Farmers Fertiliser Cooperative Ltd and is among the world's largest fertilizer cooperatives. Iffco-tokio General Insurance Company is a joint venture of Iffco.

The general insurance sector is dominated by players including ICICI-Lombard and PSU major, National Insurance Corporation. But very little advertising are done by these players. And yet, ICICI-Lombard is relatively known, thanks to ICICI's brand strengths.

If Dentsu Marcom has its way, even Iffco-tokio will have a similar brand recall in the months to come.

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