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TODAY´S NEWS launches its first ever TV campaign launches its first ever TV campaign

Author | exchange4media News Service | Tuesday, Sep 06,2011 9:25 AM

A- launches its first ever TV campaign

Have you ever been fooled by any agent while buying an insurance? Or have you ever found yourself saying “Ullu Banadiya”? Taking the real life situation to reel life,, country’s largest online insurance aggregator, has launched is first ever ad campaign – ‘Ullu Banna Achi Baat Nahi’.

The campaign, a brainchild of Mudra, depicts how agents/ insurance sellers can easily make a fool out of one while selling their products. The 20-second TVC is the first ad campaign by the three-year old indigenous company.

Speaking about the campaign, Akshay Mehrotra, Chief Marketing Officer,, averred, “The Internet has empowered us with access to information with the help of which we can make intelligent decisions. Through the ad we want to tell the consumers that insurance buying is no longer a task for which you need to be dependent on someone. A quick online comparison can help you save money, and with this ad we hope to awaken our consumers.”

Rajiv Sabnis, President - DDB Mudra, said, “In the highly cluttered insurance category, is a first time advertiser, with an offering that’s not just unique, but also very meaningful to the consumer. It was thus important that the TVC is extremely sharp and achieves good cut through. And we are convinced that at both levels, idea as well execution, the film has the potential to be very disruptive. It’ll make brand not just salient, but also very relevant in the category.”

Adding to this, Bobby Pawar, Chief Creative Officer, Mudra Group, said, “Buying insurance has always been a push category, where distributors have sold to consumers, building a online fair comparison platform, which empowers consumers to buy, is a very strong differentiator and market dynamics changer. That’s why we needed an idea that broke the category mould and disrupted the viewers’ perceptions. I am very excited about this TVC, it’s a simple and powerful ideathat we all had real fun creating.”

Film Credits:
Director: Ayappa
Production House: FootCandles
Script by: Bobby Pawar
Agency: Mudra
Campaign tag: ‘Ullu Banna Achi Baat Nahi Hai’ is an InfoEdge ( and Intel Capital investee company. It began its operations in 2008 and is the key force in establishing online insurance aggregation model in India. specialises in making comparative analysis of the insurance products of various insurance policies based on price, quality and key features. It empowers customers with comparative, accurate and up-to-date information on insurance products combined with prompt, solution driven customer service.

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