afaqs!

Liberty Videocon General Insurance initiates creative pitch

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | June 18, 2012
The process is underway in Mumbai.

General insurance brand Liberty Videocon is scouting for a creative partner. Liberty Videocon is a JV (joint venture) company between US-based Liberty Mutual Group and Indian consumer electronics player Videocon.

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The process is underway in Mumbai. Though the process is in its initial stages, a few leading agencies have already started receiving pitch briefs.

This is a full-fledged creative pitch in which the participating agencies will be required to work on the launch campaign for the brand, that is slated to be rolled out soon. The agencies will also be required to provide strategic insights and creative ideas for the brand's communication. The campaign is slated to be a multi-media effort.

The Indian general insurance market is a cluttered one and will pose a challenge for the participating agencies to crack an appropriate insight and positioning statement for the newcomer.

This is not the first time that Liberty Mutual is looking to enter the non-life insurance space in India. In the past, Liberty had tied up with FMCG giant Dabur to form a general insurance company but this venture was terminated.

In November 2010, Liberty Mutual Group had announced its intent to establish a non-life insurance JV company in India, in partnership with Videocon Industries, to provide personal and commercial insurance products with key focus on areas such as motor, health, home and personal accident protection.

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