Zenith Optimedia retains Aviva in India

By Neha Kalra , afaqs!, New Delhi | In Media Planning & Buying | February 09, 2010
The account size in India is estimated to be Rs 30 crore

Aviva, the insurance brand, had opened the floor for a global media pitch late last year. It has now decided upon Zenith Optimedia as its global media AoR.

Vishal Gupta, director - marketing, Aviva Life Insurance India, tells afaqs! that the idea is to globally align three factors -- the brand, the creative agency and the media agency -- in order to ensure uniformity.

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Zenith Optimedia has held the account for about three years in India. At the time of the global pitch call, the account was put up for pitch in India too. The other agencies that participated in the pitch include GroupM, OMD and Carat.

In India, the account size is estimated to be in the region of Rs 30 crore.

Gupta reveals that the brand has different names in different parts of the world. It was called Norwich Union in the UK, but was re-branded to Aviva last year. Similarly, it exists as Commercial Union in Poland, Hibernion in Ireland, and Eagle in Sri Lanka; it will eventually change to Aviva in all these countries.

The creative duties for the brand in India got consolidated with BBDO, the agency that looks after the brand globally. The media pitch, too, was called for the purpose of global consolidation of the brand's media account with one agency/network. Therefore, the decision to appoint Zenith Optimedia affects 28 markets in which the brand exists.

Apart from India, the other markets in Asia Pacific where the pitch took place are Australia, China, Korea, Sri Lanka, Hong Kong, Singapore, Malaysia, Taiwan and the Middle East.

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