Grey Advertising bags the creative duties for Bharti AXA General Insurance

By Biprorshee Das , afaqs!, Mumbai | In Advertising | June 16, 2010
The agency won the account in a multi-agency pitch; the account size is pegged around Rs 15 crore

After having handled the creative mandate for Bharti AXA Life Insurance for about a year, Grey Advertising has also bagged the general insurance business of Bharti AXA.

The agency won the Bharti AXA General Insurance account in a multi-agency pitch, which was called over a month back. Contract Advertising is the incumbent agency on the account, which will now be handled by the Grey Bengaluru office.

The account size is estimated to be worth Rs 12-15 crore.

Confirming the news to afaqs!, Vijay Jacob, vice-president and head of South, Grey Advertising says, "Our strong creative offering and in-depth understanding of the category and consumers helped us win this mandate. Bharti AXA is looking to address a wide cross-section of consumers. Our strategic approach resonated with the client. Our understanding of the AXA brand grammar helped us demonstrate how it can best connect with the Indian consumer."

According to Jacob, winning the non-life business, after the agency has handled the creative duties of the life insurance part of the brand (from the Mumbai office), is a big vote of confidence from Bharti AXA.

In an official statement, Kimsoon Chua, chief operating officer, Bharti AXA General Insurance, says, "We look forward to some path-breaking creative and strategic inputs from the Grey team. At Bharti AXA, we are focused on innovation in both products and services. And we are looking to enrich our marketing and brand through equally innovative promotion techniques."

"We want our communication, be it our advertising, our product brochures or what we say in the press to demystify insurance and make it less intimidating for our customers. We found that Grey's direct approach to our campaign was both impactful and straightforward," Chua adds.

Jacob says that the market has huge potential, since the general insurance category penetration is low. To get the message across, the agency will use a combination of mass media vehicles, such as television and print, and digital and BTL activities for specialised products.

"Our future campaigns will focus on the transparency and uncomplicated insurance solutions that we offer our customers. We will focus on both brand as well as product campaigns for our retail suite of products going forward," says Chua.

Bharti AXA General Insurance Company is a joint venture between Bharti Enterprises and AXA, a world leader in financial protection. While Bharti has a 74 per cent stake in the company; the AXA Group has 26 per cent.

© 2010 afaqs!