IFFCO-Tokio General Insurance has decided on its creative and media agencies. While Publicis India will handle the creative duties, ZenithOptimedia will look after the media side of the business. Industry sources have put the account size in the region of Rs 15-20 crore.
IFFCO-Tokio General Insurance is a joint venture between the Indian Farmers Fertiliser Co-operative (IFFCO) and its associates and Tokio Marine and Nichido Fire Group, the largest listed insurance group in Japan. Dentsu Marcom is the incumbent agency.
The creative duties were assigned to Publicis India following a multi-agency pitch also involving Percept Hakuhodo, RK Swamy BBDO, and Brand Curry. The creative pitch, which took place in June, involved re-crafting of the brand proposition of IFFCO-Tokio in the general insurance space and bring its offer in motor and health insurance into sharper focus. IFFCO-Tokio is ready to launch a slew of new policies in motor and health space, along with innovative micro insurance products for rural insurance.
Commenting on the win, Hemat Misra, President and COO, Publicis India, said, “Understanding category conversations and devising ideas that modify such conversations to include brands is enabling us to deliver contagious ideas to clients. This win is a validation of our belief in contagious.”
He further said, “This account involves print, TVC, OOH, Web and below the line activities like mailers, POP etc.”
Nand Kishore Kedia, Director, IFFCO-Tokio General Insurance, said, “We found Publicis India and ZenithOptimedia good in their respective creative and media strategies and the rates we offered them. Their offer of services was good.”
Satyajit Sen, MD-North & East, ZenithOptimedia India, said, “We were able to convince our client to go ahead with ZenithOptimedia for a superior understanding of the business, brand and consumer and hence, a more focused media approach to get higher returns for their media investments.”