agencyfaqs! news bureau

Rediffusion takes away Reliance General Insurance from sister Everest

Apart from keeping the Reliance General Insurance business within the group, the agency has also won Marico’s Kaya Skin clinic business worth Rs 8-10 crore

It’s both good and bad news for the group. While the younger sibling, Everest Brand Solutions, lost the business, the elder, Rediffusion DY&R, managed to grab it, or rather, managed to keep the Rs 20 crore Reliance General Insurance business within the group.

There was no creative presentation for the business. Rediffusion’s proven track record of building large brand such as Airtel and Colgate helped it bag the business. The media duties will remain with Optimum Media Solutions (OMS).

Rediff faces the tough task of building the Reliance General Insurance brand, especially in a sector dominated by the public sector player, General Insurance Company, and its four subsidiaries, New India Assurance, Oriental Insurance, United India Assurance and National Insurance.

Private players entered the market a while ago, and they are all vying for a larger share of the market. Among them, Reliance General Insurance has managed to reach the number two slot behind ICICI Lombard, and is half the size of the latter. The agency’s mandate is to build this brand through fresh concepts and ideas.

The agency has also won the business for Kaya Skin Clinic, which was earlier handled by Alok Nanda Communications (ANC). For this piece of business, worth Rs 8-10 crore, Rediff had to fight it out with two other WPP agencies, Bates David Enterprise and Contract. The media duties for this account continue to lie with Madison.

Bimal Nair, head, Rediffusion Mumbai, says, “Kaya Skin Clinic was looking for an entirely fresh perspective on their brand. The brand had predominantly been using the print medium, but now the idea is to explore fresh mediums.”

“With the help of our proprietary research module, the Brand Asset Valuator (BAV), we were able to provide them with cutting edge creative work with greater insights and learning. Kaya Skin Clinic also gives us presence in three categories – retail, personal care and lifestyle.” The first campaign for Kaya is slated to launch by mid July this year.