ING Vysya Life Insurance scouts for creative partner

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | October 28, 2011
The pitch process, still in its nascent stages, is currently underway in Bengaluru.

Financial services company ING Vysya is looking for a creative agency. The pitch is specifically for its life insurance arm, ING Vysya Life Insurance.

The pitch process, still in its nascent stages, is currently underway in Bengaluru. The news has been confirmed to afaqs! by Uco Vegtor, chief marketing and strategy officer, sales, ING Life. Refusing to divulge the names of the participating agencies, he nonetheless gives a brief comment, saying, "We are still in the process of shortlisting ad agencies."

Rediffusion-Y&R looks after the creative mandate for ING Vysya's life insurance account. The brand essence of ING Life is 'Experience the joy of fulfilling your responsibility'. This essence was captured through the brand's 'Mera Farz' statement, developed in 2007. The statement positioned the brand as one that helps its customers fulfil the responsibility of being 'the provider' for their families. This was conveyed through Rediffusion's ad campaign in 2008, which portrayed how some key milestones in life, such as marriage, birth of a child, and children's higher education and retirement, bring with them happiness alright, but unexpected financial worries, as well.

The agency put forth that ING Vysya Life Insurance can help consumers overcome these burdens and fulfil their responsibilities towards their families.

JWT Bengaluru has handled the creative mandate for ING Vysya Bank in the recent past; the agency won the account in April, 2008. It may be recalled that in November 2008, the agency created a commercial for ING Vysya Bank that marked the brand's very first official campaign in India. The communication was based on the insight of friendship, and served to position the bank as a friend who makes life easy for its customers. Prior to 2008, the creative mandate for ING Vysya Bank was with Rediffusion.

In the past, Everest Brand Solutions has worked on the creative duties of ING Vysya Mutual Funds (the memorable 'Expect the Unexpected' ad campaign was broken by the agency in February 2005), prior to which Saatchi & Saatchi Mumbai handled the business.

ING currently operates through three businesses in India, namely, ING Vysya Life Insurance, ING Vysya Bank, and ING Investment Management.

Headquartered in Bengaluru, ING Life India is an integral part of the ING Group. ING Life India entered the private life insurance industry in India in September 2001, and is currently in its 10th year of operations.

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