Reliance Life Insurance faced two problems when it came to consumer communication. One was that of making a mark in the life insurance sector where both private and government bodies are competing heavily and second to develop the Reliance brand in the life insurance sector, where the player is already advertising heavily for its other services like telecom.
Thompson Financial is the advertising agency for Reliance Life Insurance. One of the latest campaigns from the agency is ‘Always up, Never Down’, which has been taken across medium. Thompson Financial officials explain that the 360-degree approach was needed to break the clutter in the life insurance segment. The campaign is the brainchild of Thompson Financial Creative Director Vishal Singh. The production house is Keroscene and Rajesh Saathi is the Director.
The campaign that broke on the back of the World Cup, has been executed across outdoor, print and TVC. Along with this, Reliance Life Insurance will also use significant ambient media. This would be supported by on-ground activities in shopping malls and other consumer touch points.
Explaining more on the thought process behind the campaign, Singh informed, “To connect with the consumer, it is most important to cut through the clutter. We wanted to take a light-hearted route and that is the main tool used in the latest communication.”
“Almost every player in the segment is trying to do the same thing for their consumers and for a consumer to identify a brand with a benefit or a product is difficult. Reliance, with all its advertising, is an established brand name. The challenge for us was to relate the brand well to the category,” Singh reiterated.
Elaborating more on the target group, Singh informed, “Basically insurance is not for the older age group. It is targeted to the young age. Our TG is the youth that fall in the age category of 30-35 having a strong foothold in life. The approach was to take away all the ‘scary’ things of life insurance and give it a garb of an investment option that is risk free.”
Singh also admits that the caption ‘Always Up and never Down’ for a serious product like Life insurance was a risk. He said, “It was daring of the client to accept a line like that – it got us the attention, we really owe it to the client to let us try this.”