Star Health & Allied Insurance appoints TBWA India as creative partner

TBWA India won the account in a multi-agency pitch; the insurance major is looking to spend around Rs 10 crore on advertising

After having appointed Lodestar Universal as its media partner, Star Health & Allied Insurance has handed the creative mandate to TBWA India.

The agency won the account in a multi-agency pitch that involved four other agencies. Network Advertising had been handling both the creative and media duties for the company for more than three years.

Commenting on the win, Nirmalya Sen, managing director, TBWA India says, "This is a category where much has been done, but not successfully. The company was looking for different ideas, which we were able to provide."

The company, which spent around Rs 8 crore on advertising last year, has earmarked ad-spends of about Rs 10 crore for this year. The 360-degree campaign will be led by television, online and radio and is expected to break by August-end.

Talking to afaqs!, Anand Roy, assistant vice-president, marketing, Star Health & Allied Insurance says, "After having taken the leadership position in the category, we are looking to carry forward the message through our creative partner. We were looking for fresh ideas."

A significant player in the health insurance arena in India, Star Health & Allied Insurance specialises in personal accident insurance, Mediclaim and overseas travel insurance. One of its collaborating partners is Oman Insurance, a leading insurance company in the Middle East.