afaqs!

Publicis bags Iffco Tokio account worth Rs 15 crore

By Neha Kalra , afaqs!, New Delhi | In Advertising | July 29, 2008
Zenith Optimedia has been awarded the media duties for the brand

Publicis & #BANNER1 & # India has won the creative duties of Iffco Tokio General Insurance (ITGI). It has won the account after a multi-agency pitch involving agencies such as McCann Erickson, Hakuhodo Percept, RK Swamy/ BBDO and Brand Curry.

Confirming the news to afaqs!, NK Kedia, director, marketing, ITGI, says, "We will look at corporate brand building as an essential aspect from now on. We were not very open to media and advertising, but that is not the case any more."

Industry sources peg the account to be worth Rs 15 crore. Zenith Optimedia has bagged the media duties for ITGI. Dentsu had been handling the creative duties of ITGI for three years, and its media arm, the media duties. Rediffusion DY&R had handled the creative duties before that, from the time the company came into being in 2001.

A player in the non-life insurance market, the brief from ITGI was to build differentiation from life insurance companies in the communication. The brief also specified ITGI's interest in Tier II and Tier III cities. Brand awareness was a significant element in the brief because ITGI has not been strong on the advertising front until now.

The pitch involved recrafting the brand proposition to enhance ITGI's brand appeal in the general insurance space and sharpen the focus on its motor and health insurance offerings. ITGI is ready to launch a slew of new policies in the motor and health insurance space as well as innovative micro insurance products for target groups in rural areas.

ITGI has utilised only television and print communication in the past, with budget allocations of 75 per cent and 25 per cent, respectively, for the two. But with the new focus on rural areas, below-the-line activities will also be considered.

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