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141 Sercon bags marketing duties for Shriram Life

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | June 09, 2009
The agency will have an activation driven campaign to promote the brand nationally

141 Sercon has won the marketing and creative duties of Shriram Life, an insurance company which is a joint venture between the Shriram Group and the Sanlam Group of South Africa.

The agency will roll out a new campaign for the company in a few days, which will highlight the benefits that the insurance company offers to its customers. Industry sources estimate the ad spends to be about Rs 8-10 crore.

In an official press note, Rajesh Ghatge, executive director and chief operating officer, 141 Sercon, says, "The brand, which is well-established down south, is a benchmark in itself. We will work towards providing it a strong platform across the country and help it to reach out to its target customers in a more focused manner."

& #BANNER1 & #Vijay Singh, co-founder and managing director, 141 Sercon, says that the campaign will focus more on below-the-line activities due to the nature of the product and hence, there will be minimal use of mass media. The agency will also focus on expanding the brand footprint nationally as it is mainly based in the south as of now.

Shriram Life commenced its Indian operations in 2005 and currently offers 11 products such as commercial vehicle financing, consumer and enterprise finance, and retail stock broking, which cater to various situations and strata of society. Singh says that the company has never advertised before and 141 Sercon will help it reach a brand positioning.

The Shriram Group was started in 1974 and its main line of activities in financial services include chit funds, truck financing, consumer durable financing, stock broking, insurance broking and life insurance. Sanlam Life Insurance is a part of the Sanlam Group, which was established in 1918 in South Africa. The Sanlam Group also operates in the areas of group schemes, retirement funds, short-term insurance, asset management and other financial services.