Following a multi-agency pitch, IRDA has selected Adfactors Advertising as the sole agency to create and advise them on communication across media. To begin with, the agency has created a mnemonic ‘Bima Bemisaal’ to bind the various campaign initiatives.
As the name suggests, insurance as an investment tool does not have any comparison, thereby making it unique. That is going to be the thrust of the communication to all segments. The initiative is being supported by the Ministry of Consumer Affairs. The print campaign has broken already. It will be visible in newspapers and magazines.
Atul Dube, VP, Adfactors Advertising, elaborated, “The brief we got from IRDA was creating awareness for the need for insurance among all segments of people. Life Insurance is largely seen as a tax-saving instrument and is often limited by it. In the case of non-life insurance, too, rational thinking is not applied. In most cases, insurers are not aware of their rights and duties. For example, how many people are aware that a policy has a ‘look-in’ period of 15 days? Most insurance purchasers do not have any clue as to what they should do if they have a disagreement on any issue with their insurance company - whether it is a simple thing as repeatedly asking for a change of address or receiving the policy itself or a slightly more.”
Dube added, “Our present campaign is simpler in presentation, which will make easy for people to understand what are the risks that we avoid in our daily lives. These campaigns are easy to understand and give a clear picture of insurance in our daily life.”
“It is a 360 degree campaign comprising TV, print, Internet, OOH, road shows, etc. TV, OOH, radio, and BTL will follow after the print campaign. The message behind the campaign is that one needs to be an informed insurance buyer. Don’t get influenced by agents,” he added.