IDBI Federal Life Insurance goes outdoor

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | March 05, 2015
The insurance brand has launched a multi-city outdoor campaign to connect with the relevant audience.

IDBI Federal Life Insurance is running a high-decibel out-of-home campaign to popularise its flagship offering - IDBI Federal Lifesurance Whole Life plan - in the market, and to develop a visible and targeted campaign that would support and boost its on-ground sales.

The objective of the campaign was to effectively reach out to the brand's core target audience - males, 25-44 years, SEC A and B - across 100 locations across India. This included 350+ media units with over 200+ unique artwork adaptations across markets.

IDBI Federal Insurance OOH campaign

IDBI Federal Insurance OOH campaign

IDBI Federal Insurance OOH campaign

Executed by Posterscope, the challenge for the team was the need to cover a humungous geographical spread in a short span of time, and to juggle with multiple creatives in numerous languages, while breaking the clutter created by heavy financial services advertising during this time of the year.

The campaign touched relevant consumer touch points - media placements at key high-traffic locations, arterial roads, congregation points and also near partner bank branches across all cities and appropriate media selection.

Additionally, a cinema screen advertising campaign was also executed across multiplexes and single-screen movie theatres in key markets across India, to ensure that the brand's message was well communicated and consumed by movie goers during the prime movie releases of the season.

Commenting on the campaign, Aneesh Khanna, chief strategy and marketing officer, IDBI Federal Insurance, says, "In a category where most life insurance players have refrained from advertising whole life plans, we have taken the bold step of communicating a complex product in a simple, yet interesting way. Posterscope helped us reach out to mass India with our product proposition in a timely and cost-efficient manner. Their choice of locations and media touch-points has ensured that the communication stands out in the clutter of financial services advertising."

Haresh Nayak, regional director, Posterscope Asia Pacific & Managing Director, Posterscope Group India, says, "We are confident that we can add strategic value in making the IDBI Federal brand a household name across the country."

IDBI Federal Life Insurance is one of India's growing life insurance companies and offers a diverse range of wealth management, protection and retirement solutions to individual and corporate customers. It is a joint-venture of IDBI Bank, Federal Bank and Ageas, a multinational insurance giant based out of Europe. Through a nationwide network of 2,500 branches of IDBI Bank and Federal Bank, and a sizeable network of advisors and partners, IDBI Federal Life Insurance has achieved presence across the length and breadth of the country.