Brand Portrait, a Chennai-based services creative solutions company, has won the end-to-end communications business for Star Health and Allied Insurance, along with Network Advertising. The media budget is pegged at around Rs 4-5 crore in the first year, and is likely to increase with growing national presence and increased number of products offering in years to come.
Brand Portrait has been associated with Star Health and Allied Insurance from 2006 and has helped the company to establish its foothold in the South. Star Health is a stand-alone health insurance company competing against well-established brands in the market, and is set to enter the retail insurance market aggressively by introducing a large number of consumer-friendly products on an ongoing basis.
To ensure that the company extracts the maximum bandwidth possible, Star Health and Allied Insurance has decided to share the advertising mandate with Brand Portrait and Network Advertising. This would enable Star Health to draw on the expertise of two agencies and therefore diversify the creative thought process.
Anand Roy, Assistant Vice President-Marketing and Sales, Star Health and Allied Insurance, said, “We are happy to be associated with a result-oriented agency such as Brand Portrait who have distinguished themselves with the quality of work that has been done in the past for companies that look for creative solutions in the ambit of advertising. We had called for a multi-agency and we narrowed down on Brand Portrait as we believe that they would give us true value for the ad spend.”
Commenting on the win, Raj Narain, Co-founder, Brand Portrait, said, “We believe it is the passion and ownership that we brought to the table that has made all the difference and helped us clinch the deal. Our strategy for Star Health and Allied Insurance will be to position them beyond just another health insurance provider and emphasise on them as being a truly consumer friendly insurance company.”
Talking about the creative campaign, Venu Gopal Nair, Creative Director and Co-founder, Brand Portrait, added, “To compete with the well-established industry giants and maintain a top-of-mind recall for Star Health, it is important that we opt for a campaign that offers a maximised reach in relatively smaller budget. We intend to choose media that would ensure an optimum utilisation of the ratio between money spent and the results thereof. This would mean that we would concentrate on a couple of media that offer huge creative freedom and high hit ratio in reaching the target audience, rather than spread ourselves thin. The campaign is likely to commence in August.”