multi-agency pitch, Leo Burnett has bagged the creative duties for HDFC Standard Life. The incumbent agency was Dentsu Marcom. The media duties continue to be with CIA. The size of the business is pegged at Rs 15 crore.
Speaking to agencyfaqs!, Sanjay Tripathy, head, marketing, HDFC Standard Life, says, "HDFC Standard Life and Dentsu Marcom mutually decided to part ways. That's why we were looking for a new creative partner. During the pitch process, the presentations of Leo Burnett stood out because of the agency's understanding of our target group, consistency with the brief and the uniqueness of its recommended strategic and creative solutions. Moreover, the agency's exclusive expertise in customer touch points, past credentials and involvement in the campaign helped it bag this account."
The media mix for the campaign will include television, print, radio, online promotions and various on-ground and below-the-line activities.
When asked about changing HDFC Standard Life's positioning, this is what Arvind Sharma, CEO and chairman, Leo Burnett, had to say, "The positioning will be consistent with HDFC's style and approach because, as a bank, HDFC has established a very clear positioning. Our task is to evolve this positioning in order to achieve a stronger consumer connect."
For the record, HDFC and Standard Life first came together for a possible joint venture to enter the life insurance market in January 1995.
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