Settling 'health and wealth' issues with IndiaFirst Life Insurance

By Nandana Das , afaqs!, New Delhi | In OOH News | September 23, 2011
The campaign's primary objective is to engage the consumer with the brand.

IndiaFirst Life Insurance, a joint venture between the public sector banks Bank of Baroda and Andhra Bank, and one of UK's leading risk, wealth and investment company Legal & General, has recently unveiled an out of home (OOH) campaign. The campaign, which is underway, is a 360 degree visibility approach for one of the company's products, 'IndiaFirst Money Back Health Insurance Plan', a health card with various benefits attached to it, such as easy access to numerous hospitals in the country.

To evoke curiosity for IndiaFirst Life Insurance and its product benefits, the life insurance agency started off with 'wacky' teasers to grab public attention. One of the teasers used was, 'To make cashless hospital transaction, one should become a mafia or wait till the end of August.'

As for the outdoor campaign, it is being executed in various properties like Hyderabad aerobridges. Apart from this, huge billboards of 40 feet X 40 feet have been put up at the airports and busy roads of Delhi, Bengaluru and Mumbai.

The campaign has also been revealed at bus queue shelters, and facades, highlighting the benefits of the health card. Approximately, 900 touchpoints have been used through billboard advertising. The campaign is also being run at one of the LED sites in Cyber Greens, Gurgaon.

Apart from this, a 'Time and Motion' study was carried out. Its results indicated the utilisation of the inside space of aircrafts for any branding exercise. Kingfisher in-flight screens and Jet Airways bulkheads have been flashing the IndiaFirst Money Back Health Insurance Plan Card benefits.

Baggage tags of SpiceJet have been branded with a communication line 'lighten your baggage of healthcare worries'; seat devices inside Jet Airways are carrying the line 'Check-in to two worlds: Health and wealth'.

Vijay Jain, general manager, Mudra Max, explains, "We thought of creating a complete experiential zone inside aircrafts, as passengers have so much free time. Branding of bulkheads and seat devices with the IndiaFirst Life Insurance creatives was a decision taken with the aim to create an impact till the last mile."

The multi-city outdoor campaign executed by Mudra Max, OOH, has been targeting people belonging to SEC A, B and C. The objective of the campaign is to engage the consumer with the brand IndiaFirst Life Insurance.

Jain says, "It was really difficult to come out with catchy teasers to initiate the campaign. Moreover, to create awareness and engage customers was another task."

Talking about the response so far, Jain says, "The response has been pretty good. Our client has received a lot of enquires through its helpline number. A number of corporate organisations have expressed their willingness to tie up with IndiaFirst Life Insurance."

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