Tag: IndiaFirst Life Insurance

Genesis BCW wins national PR mandate for IndiaFirst Life Insurance

NEW DELHI: Genesis BCW has been appointed as agency on record for IndiaFirst Life Insurance Company Ltd (IndiaFirst Life), following a multi-agency pitch.

Genesis BCW will strengthen IndiaFirst Life’s core brand value of being a trusted business leader in the life insurance and pensions sector, leveraging through an integrated communications approach combining strategic counselling and communication, media advocacy, crisis preparedness and driving thought leadership in the banking, financial services and insurance (BFSI) space.

“We are delighted to announce Genesis BCW as our communications partner as we take our #CustomerFirst philosophy ahead,” said IndiaFirst Life Insurance Company Ltd deputy CEO Rushabh Gandhi. “By leveraging Genesis BCW’s expertise and long-standing experience, we aim to enhance IndiaFirst Life’s brand visibility and connect among all our stakeholders. We are confident this partnership will help us communicate our purpose as a brand and build on our vision of securing lives and creating value.”

“This is an exciting opportunity for us to support one of the youngest and fastest growing life insurance companies in the country in its communications journey,” said Genesis BCW CEO Deepshikha Dharmaraj. “We are living in a world of heightened ambiguity, and IndiaFirst Life aims to give their customers assurance in these challenging times. We look forward to spreading their message of #LifeIsFullOfCertainties and help them build strong relationships with their stakeholders based on trust and values.”

December 1, 2020
SonyLIV creates film with IndiaFirst life insurance

MUMBAI: SonyLIV, the premium OTT platform of Sony Pictures Networks India (SPN) has crafted a new short film for IndiaFirst Life Insurance. The promotional film titled ‘Tera Mera Pyaar Amar’ is a humorous take on life after death and how the protagonist, who is now a ghost, has made sure he protects his family’s future in his absence.

The story is about, Amar, who has his life as well as death planned. It is an amusing take on how, if one has prepared for all the certainties of life (and death) then it becomes easier for their loved ones to deal with their death. Through a compelling storyline and relatable characters, the film drives home the insurance company’s core message that life can be full of certainties if we plan, in advance.

The 11.5 minutes long film stars Namit Das and Sandeepa Dhar in the lead roles, supported by Kabir Sadanand and Kunal Kumar.

Sony Pictures Networks (SPN) EVP and head of digital business Uday Sodhi says, “At SonyLIV we strive to tell compelling stories that mirror society’s trends. We are very happy to partner with IndiaFirst Life Insurance and help them take their brand message to the masses. We are humbled that brands believe in us and we will continue to create content which will resonate with the new age digital consumer.”

IndiaFirst Life Insurance director of sales and marketing Rushabh Gandhi adds, “The exponential growth of digital media has changed the way our audience consumes content. Earlier the shelf life of short films was limited to tele-films and film festivals but now smartphones and apps have revolutionised our lives, giving us access to a plethora of content on-the-go. Players like SonyLIV create path-breaking content that helps reach a wider target audience and we are delighted to be associated with this interesting short film – Tera Mera Pyar Amar. This association is close to our heart as the storyline is in-line with IndiaFirst Life brand messaging”

March 1, 2018
IndiaFirst urges you to insure against the certainties

MUMBAI: IndiaFirst Life Insurance, a joint venture between Bank of Baroda, Andhra Bank and Legal and General, UK has launched a one-of-its-kind advertising campaign titled – Because life is full of certainties.

The campaign is a proposition that seeks to appeal to customers’ own reasoning by advocating prudence in planning for events or life goals that have a greater likelihood of happening such as getting married, having children, fulfilling responsibilities towards them, and retiring. This is a step away from the generally promoted outlook to insurance that hinges on a person’s fear of the unknown.

To spread awareness on the unique premise of providing adequately for certainties, IndiaFirst Life has rolled out the “Because Life is Full of Certainties” campaign pan-India, across mediums including billboards, hoardings, OOH, digital, radio, and internet marketing.

IndiaFirst Life Insurance director of sales and marketing Rushabh Gandhi says, “It was imperative for us to get our brand positioning aligned to our Customers First philosophy. From here stemmed the idea of our campaign, a proposition born out of the understanding that life isn’t full of accidents waiting to happen. In fact, it is full of certainties. So instead of worrying about things that most likely won’t happen, why not prepare for those that certainly will.”

Ogilvy & Mather executive vice president Prakash Nair adds, “One of the biggest barriers to insurance in India is the superman syndrome – the ‘I don’t need it’ attitude. Nothing will happen to me attitude. And the best way to convince these folks is straight talk – no jargon and no emotional overdose! The best way to get them to sit up and take a second look at us would be to tell them what will happen versus what could, maybe, happen.”

January 5, 2018
Isobar wins website production mandate for IndiaFirst Life Insurance

MUMBAI: IndiaFirst Life Insurance has roped in Dentsu Aegis Network’s full service digital agency Isobar India to lead the revamp of their website indiafirstlife.com. Isobar bagged the digital mandate for IndiaFirst Life Insurance in a multi-agency pitch.

IndiaFirst Life Insurance chief marketing officer Mohit Rochlani said, “At IndiaFirst Life Insurance, we always try and keep customers ‘first’ in everything we do.The revamp of our existing website is part of our endeavour to help our consumers make an informed decision.”

Isobar India managing director Shamsuddin Jasani added, “IndiaFirst Life Insurance is on the verge of revamping their online presence, and that too in a big way. It is always exciting to be associated with a project of this magnitude. I’m sure it’s going to be a mutually enriching experience and we’re looking forward to cementing a long term relationship.”

IndiaFirst life Insurance is a joint venture between two of India’s public sector banks – Bank of Baroda (44 per cent) and Andhra Bank (30 per cent), and UK’s financial and investment company Legal & General (26 per cent).

May 14, 2015
Carat bags IndiaFirst Life Insurance’s media account; winning spree continues

MUMBAI: After adding some of the largest accounts of 2014 including General Motors, Microsoft, Nokia, British Airways, Mastercard, Ayurwin and Meiji to its client kitty, Carat seems to be in no mood to slow down. The agency has started the year with a big bang adding IndiaFirst Life Insurance to its kitty in the west.

IndiaFirst Life Insurance, a joint venture between two of India’s public sector banks – Bank of Baroda (44 per cent) and Andhra Bank (30 per cent), and UK’s financial and investment company Legal and General (26 per cent), has confirmed the appointment of Carat Media Services as its media agency.

The account was won in a multi- agency pitch with eight major agencies participating in the battle including the likes of Lodestar, OMD and BPN. DDB MudraMax-Media was the incumbent on the account. The mandate is for all media such as TV, print, out-of-home, radio, activation and cinema.

Carat Media MD India Kartik Iyer said, “We are absolutely delighted to have been chosen by India First for this mandate. Our team looks forward to working with India First to create strong consumer centric digitally ahead solutions that will enable India First to become the preferred choice of consumer. We are especially pleased that the team of India First saw value in our offerings which are Redefining Media in the market and we look forward to a long partnership which enhances the brand of IndaiFirst in India.”

As part of its new mandate, Carat Media will handle the traditional media mandate for IndiaFirst Life Insurance including television, print, out-of-home, radio, cinema, activation and ambient. It will, thus, create an integrated media communication ecosystem for its latest client.

Carat Media SVP – west Himanka Das added, “We are happy to partner with IndiaFirst Life Insurance. It gives us a market advantage to win such a competitive pitch, as it demonstrates that Carat India is riding on proprietary consumer data analytics and tools to design unique engaging communication plans across touch points, beyond traditional media planning. We are looking forward to exciting times ahead.”

January 14, 2015