Berkshire India, a majority-owned subsidiary of Berkshire Hathaway, has chosen Metal Communications as its brand building and marketing communications partner as the company enters India for the first time. Berkshire India is entering the insurance sales and distribution space as a corporate agent for Bajaj Allianz General Insurance.
On choosing Metal, Berkshire India CEO Arun Balakrishnan, said, “We interacted with advertising agencies in India and zeroed in on Metal as the team brought in the right degree of enthusiasm backed with skill sets. We feel that building a brand in the online insurance industry requires an out of the box approach and feel that Metal would be the right partner for that.”
Metal will partner with Berkshire India to build and grow the brand in the distribution of motor insurance space to begin with. The agency will be responsible for all brand building and marketing communication and services work for Berkshire India.
On winning the business, Ambarish Ray, Vice President, Metal Communications, said, “This is a great opportunity for Metal to not only work with one of the world’s most admired companies, but also tackle some unique challenges in the sector. Traditionally, insurance has been sold in India and not bought. With its direct model and best practices, Mr Buffett’s company is all set to change the game and we are thrilled to be a part of it.”
Berkshire India will sell insurance products through its online portal berkshireinsurance.com and telemarketing channel, beginning with auto insurance. Berkshire Hathaway has a successful online and direct distribution model in the US and is looking to replicate that success in India.
Metal is an independent Mumbai-headquartered integrated marketing communications company set up in December 2008. With offices in Mumbai and New Delhi, Metal has on its roster blue chip clients like Platinum Guild International, Axis Mutual Fund, Web18, Sennheiser, Bajaj Capital, Zoom TV and Star CJ Alive, among others. Metal’s proprietary strategic tool, ‘Breakthrough’, creates successful and media neutral ideas for brands and businesses.