Mudra Connext, the media agency at Mudra MAX, has won the media duties for IndiaFirst Life Insurance, for an undisclosed amount. The account will be handled out of the agency's Mumbai office.
The company bagged the account in a multi-agency pitch, which was called for in the first week of December last year. IndiaFirst Life Insurance got its license in November 2009.
"We are confident that Connext/Mudra MAX, with their category experience and capabilities across all media formats, will help us optimally spread our message and reach out to our customers across the country," P Nandagopal, managing director and chief executive officer, IndiaFirst Life Insurance says in an official statement.
The insurance company plans to come out in the media in about 7-10 days. The agency would primarily focus on television and outdoor media.
Saatchi and Saatchi and Percept currently handle the creative duties for IndiaFirst Life Insurance.
The 23rd entrant in the domestic life insurance market, IndiaFirst Life Insurance is a joint venture between Bank of Baroda, Andhra Bank and UK-based Legal and General Group.
IndiaFirst will launch nationally during the January-March 2010 quarter and initially plans to focus on the bancassurance model. For this, it will use the existing customer base of over 50 million customers of its promoter banks, spread across 4,500 branches in the country.