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Tata AIG adopts new brand identity

08-June-2004
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Tata AIG adopts new brand identity

The life insurance sector is heating up and almost all players seem to be busy in some or the other kind of activity. Tata AIG Life Insurance too joins the action. The insurance major has gone for a change in look and in the course has announced a new brand logo and corporate baseline. As per company officials, the changes incorporated are a result of consumer research.

Company officials explain that the change in the corporate look is the first phase of the planned course of actions. Says Rohit Mull, Vice President, Marketing, Tata AIG Life Insurance, “The first stage is to communicate to the consumer that this is what we are all about. In this stage again we are divided in two parts.”

Explaining more, Mull says, “The first part comprises of a brand campaign. Since we have a new look and a new image, we need to tell people about this change. In the second stage, the advertisement will be product specific. This coincides with the second phase of our new identity, where we will launch new products.”

Speaking on the new look, Ian watts, Managing Director, Tata AIG Life Insurance, explains, “The new baseline ‘A new look at life’ represents anticipation of present and future requirements of the insured, and it also means to provide innovative and path breaking products that fulfil the anticipation.”

As for the logo, he says, “The opening of the upper and lower boundaries of our logo endorses our commitment that we will go beyond the usual boundaries to find solutions that meet present and future insurance and saving needs of the Indian consumers and will design products, which are hitherto not available in India.

To support its new identity, the company is launching a multimedia brand campaign across press, outdoors, cinema and Internet. The creative part of the business is taken care of by Bates. The TVCs of the current campaign are already on air on national networks.

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