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Tag: Aneesh Khanna

  • IDBI Federal launches OOH campaign to promote Childsurance

    IDBI Federal launches OOH campaign to promote Childsurance

    MUMBAI: IDBI Federal Life Insurance has launched its humorous, yet hard-hitting, outdoor campaign to promote its child plans’ category – Childsurance. The outdoor campaign, which will span across 105 cities and towns, adds a bit of fun element to drive home a point.

     

    Explaining the objective of this campaign, IDBI Federal Life Insurance chief strategy and marketing officer Aneesh Khanna said, “The angry baby photos attract your attention and lead you to an important message – children will not look this cute when they are 18 if their dreams are not fulfilled for lack of financial planning. With the cost of education ballooning year after year, it is important that young parents systematically plan for the future needs of their little ones.”

     

    “The best part about this campaign is that while it gives young parents a gentle nudge, it does that by bringing a smile on their faces. Our insurance solutions for children effectively address most of the concerns related to securing their future. We think it’s a clutter breaking idea and takes a complete departure from regular advertising featuring babies,” Khanna added.

     

    Ogilvy & Mather, Mumbai senior creative directors Amitabh Agnihotri and Sameer Sojwal have designed the campaign.

     

    Agnihotri said, “There couldn’t be a more arresting idea than using babies to grab the attention of young parents. The category of insurance is inundated with emotional appeals, advertising that literally pleas for better financial planning. We were clear that we had to stay away from the clutter and create something absolutely fresh. The most fun part of the campaign was shooting with the babies and getting their cute-angry expressions.”

     

    Sojwal added, “Financial planning for a child’s future is probably the most important message to convey to young parents; dealing with the wrath of a child’s failed future can be a daunting experience. This is the reality of life, but humorously put through the Childsurance campaign.”

     

    Social Street executed the campaign in 105 cities, with more than 900 billboards pan India in Phase I.

     

    Social Street founding partner and chairman, Pratap Bose said, “The Childsurance campaign from IDBI Federal is indeed an intriguing one, as the cute angry babies immediately draw your attention. Large scale formats in the OOH space, enables the imagery of the visual to be disproportionately large, so as to draw attention and drive home the point that your child’s insurance is certainly not something that you can take for granted.’’

  • Posterscope India unveils new campaign for IDBI Federal Life Insurance

    Posterscope India unveils new campaign for IDBI Federal Life Insurance

    MUMBAI: Posterscope India, the out-of-home agency from the Dentsu Aegis Network, has conceptualised and executed a high visibility out-of-home campaign for IDBI Federal Life Insurance.

    The task put forth by the IDBI Federal Life Insurance team was to popularise their flagship offering – ‘IDBI Federal Lifesurance Whole Life’ plan – in the market and to develop a visible and targeted campaign that would support and boost their 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 pan India.

    The challenge awaiting the Posterscope team was twofold – first, the need to cover a humungous geographical spread in a short span and second, to juggle with multiple creatives in numerous languages. It was with the help of a well-crafted implementation strategy and effective co-ordination with the IDBI Federal team that Posterscope India managed to delivered a successful campaign within the stipulated timelines.

    Timely scheduling and appropriate choice of media was extremely essential for the campaign to break the clutter amidst heavy financial services advertising that took charge in the last quarter of the financial year.

    The campaign was executed with meticulous planning and effective consumer targeting through identification of relevant consumer touch points – media placement at key high traffic locations, arterial roads, congregation points and also near partner bank branches across all cities and appropriate media selection.

    The result culminated into a massive execution, entailing 350+ media units with 200+ unique artwork adaptations, multi location printing, with all media locally evaluated and approved.

    Additionally, a cinema screen advertising campaign was 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.

    Commenting on the campaign IDBI Federal Insurance chief strategy and marketing officer Aneesh Khanna said that in a category where most life insurance players have refrained from advertising whole life plans, it has taken the bold step of communicating a complex product in a simple, yet an interesting way.

    “Posterscope helped us reach out to mass India with our product proposition in a timely and a cost- efficient manner. Their choice of locations and media touchpoints has ensured that the communication stands out in the clutter of financial services advertising,” added Khanna.

    Posterscope Asia Pacific regional director Haresh Nayak said, “We are delighted with this appointment and thank the IDBI management for considering us worthy for OOH and Ambient offerings. We are confident that we can add strategic value in making the IDBI Federal brand a household name across the country.”