Birla Sun Life Insurance had called for a creative pitch at the end of June 2013, as exclusively reported by exchange4media (Birla Sun Life Insurance scouts for creative partners). The pitch saw participation from McCann Erickson, JWT India, Taproot India and Scarecrow.
The incumbent agency is JWT India, who has worked on the account since May 2008.
The account size is estimated to be approx Rs 50 cr – Rs 60 cr
“Life insurance is at an inflection point in India. There is an opportunity to redefine the role that this industry can play today. At Birla Life Insurance, we choose a strategy to bring out to the masses in India what insurance can do. With Taproot India, we have found a agency that not only guides and partners with us in the creative expression of our brand, but more importantly, also strategises for the way forward,” said Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group.
JWT India’s recent campaigns for the brand included, the one celebrating Yuvraj Singh’s return to the Indian cricket team and the popular campaign ‘Jab tak balla chal raha hai, thaat hai, Jab balla nahin chalega’, which drew upon the star power of Yuvraj Singh and his real life experience of beating cancer.
“Birla Sun Life insurance, as a brand, is very passionate about its business and operates with great clarity, sharp insights and a strong point of view. As its communication partner, we look forward to making the brand even more relevant to consumers than it is,” said Agnello Dias, Co-Founder and Chief Creative Officer, Taproot India.
“Birla Sun Life Insurance has done some brave work in the past in the insurance category. It is seen as a leader and we are very excited to work with the brand. Birla Sun Life insurance will also add a different dimension to the Taproot portfolio,” Santosh Padhi, Co-Founder and Chief Creative Officer, Taproot India.
“Despite the presence of many players in the category, Birla Sun Life Insurance is a strong brand with a clear agenda. We will have the opportunity to create strong brand conversations and are delighted to work on the brand,” said Umesh Shrikhande, CEO, Taproot India.