afaqs!

Universal Sompo appoints Interpub as creative agency

By Neha Kalra , afaqs!, New Delhi | In Advertising | May 07, 2009
Universal Sompo is a new entity formed as the result of the coming together of five financial players

Universal Sompo, the general insurance joint venture between Allahabad Bank, Sompo Japan Insurance Inc., Indian Overseas Bank, Karnataka Bank and Dabur Investments - has brought Mumbai based Interpub on board as its creative agency. The agency will also look after the media duties for the brand.

Talking to afaqs!, ON Singh, executive chairperson, Universal Sompo, explains that the coming together of the three banks has been symbolised by the triangle of the logo of Allahabad Bank, and the rising sun from Sompo Japan, which form the complete logo.

& #BANNER1 & #

The company, formed in November 2008, has a logo which is an amalgamation of the logos of the four banks. The triangular shaped logo has the image of a sun in the centre. The three strokes joining to form a triangle are in three colours - deep blue, purple and turquoise blue. The deep blue represents Indian Overseas Bank; purple represents Karnataka Bank, and the turquoise colour has been derived from Allahabad Bank.

Universal Sompo makes an entry in the general insurance industry which, according to reports, currently stands at Rs 56 billion, including motor insurance and health insurance.

Singh reveals that the campaigns for the brand will go on air in about a month.

Yogendra Gouti, director, Inter Publicity, reveals that initially, five campaigns will be released. Besides a corporate campaign, the other four campaigns will be for the various products offered by Universal Sompo, namely motor insurance, health insurance, shopkeeper's insurance (against theft, fire and others) and home insurance (insurance for householders). He admits that household insurance is not a very strong concept in India, and will need some working upon.

With de-tariffing being a trend which has caught up fast in the insurance sector, the whole scenario seems to have changed with respect to how insurance, as a product, is looked at, marketed, sold and bought. Each brand has a better plan to offer, at a better price which is most desirable to the purchaser.

With insurance advertising brimming with propositions such as trust, solidarity and even the economic slowdown, it will be worth watching what Universal Sompo, as a new entrant, has to offer in terms of a brand positioning.

For the record, a total of 21 non-life players are a part of the general insurance category, with room for more. The general insurance category made a collection of about Rs 478 million between April 2008 and February 2009.

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