afaqs! news bureau

Aviva ropes in BBDO; new brand thought in place

Aviva has adopted a new brand thought for its child plans, which was conceived by BBDO, its new creative agency

Aviva Life Insurance, the joint venture between Dabur and UK's Aviva plc, has brought in BBDO as its creative partner. The agency, which is Aviva's global partner as well, won the business in India without a pitch, and as per the global alignment.

Aviva ropes in BBDO; new brand thought in place
Publicis India is the incumbent and has handled the account for about four years. Prior to that, Grey also worked on the account.

Aviva is set to launch a new thought for its child plans -- 'Education is Insurance' -- which has been conceived by BBDO. A film for this is under progress, reveal sources close to the situation.

Aviva ropes in BBDO; new brand thought in place
Speaking to afaqs!, Vishal Gupta, director, marketing, Aviva Life Insurance acknowledges that the biggest driver for savings in India is children. The cost of education is going up and so is its ambit, due to which parents need to plan in advance to avoid financial constraints. "Today, parents realise that the best way to give their children a secure future is to educate them, so the positioning of education being insurance," he elaborates.

Globally, brand Aviva's positioning is based on 'universal desire for individual recognition', which is the brainchild of BBDO. Education is Insurance, is a thought in the same direction for the brand in India, specifically pertaining to the education of children.

Gupta reveals that for Aviva in India, child plans are of strategic importance. So, out of the six collaterals that the company has under life insurance -- child plans, retirement plans, savings plans, protection plans, health plans and rural plans -- child plans is a priority. Aviva has allotted Rs 20-25 crore for advertising and marketing purposes.