ING Life Insurance partners with 'Zindagi Na MilegiDobara'

Company Brief

Mumbai, July 11, 2011

ING Life Insurance today announced a significant marketing initiative by associating itself as a brand partner to one of Bollywood's most awaited star-studded film, Zindagi Na MilegiDobara. The film slated for release on 15th July, has an attractive star cast that includes HrithikRoshan, Katrina Kaif, FarhanAkhtar, AbhayDeol and KalkiKoechlin.

Speaking on the association, Mr. Uco Vegter, Chief Marketing & Strategy Officer, ING Life Insurance India said, 'We are delighted to partner with Zindagi Na MilegiDobara and we believe that the title and theme of the movie, resonates very well with our core proposition “Because you and your family are insured with ING Life Insurance, you can live your dreams. After all you have only one life to live.” This association will help us take our proposition to the Indian masses who also happen to be avid followers of Bollywood movies.'

The company's latest TV Commercial communicates a key brand benefit “ManaoZindagi Ki HarKhushi, ING Life Insurance kebharoseykesaath” by using happy fun-filled moments from the film. The company has also launched a 360 degree Marketing Campaign to support the association across the country that comprises of hoardings, in cinema promotions, special screenings for its agents and employees, events targeting housing complexes and on internet.

The company is also using this association to tap into the social media space via Facebook and has already launched a specially designed fan page (facebook.com/onelifemanydreams). The theme of the page compliments ING Life's brand message and the movie association. The fan page that is packed with interesting movie content, fun & games already boasts of 4000+ followers in the first week of its launch.

For further information, please contact:

Hanmer MS&L

Richa Chauhan

Mobile: +919999492599

Email: richachauhan@hanmermsl.com