Top Story


Home >> Advertising >> Article

Tata AIG adopts new brand identity

Font Size   16
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.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...