Future Generali, a leading general insurance company, which is a joint venture between the India-based Future Group and the Italy-based Generali Group, has forayed into the digital space by launching its latest digital campaign on insurance plans.
The challenge for the campaign was to sell life insurance policies online in an overcrowded market with existing large & trusted players. Most players in this sector today are banking on their quickest and cheapest plans to promote them. Future Generali India Life Insurance decided to play it differently.
In what is considered as a unique campaign created by Ogilvy & Mather, the company allows the insurance policy holder to leave behind a recorded video message for his/her loved one, while buying an online life insurance. At the time of the claim, the nominee will not only get the amount he / she were covered for, but also an unexpected pre-recorded goodbye video message from the policy buyer.
On usage of video to promote an emotional message, Sukesh Kumar Nayak, Group Creative Director, Ogilvy and Mather said, “We take a life policy to safeguard the financial needs of our loved ones, we do it because we care for them deeply. That’s why we decided to focus on something more meaningful to promote online life plans - an opportunity to leave a personal goodbye message. An insurer records a personal video message when he buys a policy, which will be handed over to the nominee at the time of the claim.”
Adding to this, Ajay Mehta, Vice President, Ogilvy & Mather, said, “We decided to break the clutter by connecting with the emotional side of the customer – a personal voice recording is something very touching that will be an unexpected and priceless gift for the nominee.”
Future Generali is present in India is in both Life Insurance and General Insurance businesses as Future Generali India Life Insurance Co. Ltd. and Future Generali India Insurance Co. Ltd. Commenting on the campaign, Abraham Alapatt, Head, Marketing, Brand & Corp. Communication of Future Generali, said, “We believe that insurance is as much an emotional decision, as it is a financial decision and one that is taken to protect family and economic dependents from adversities in life. We built on this insight with this innovation to communicate & connect with our customers in combination with a very competitive product.”
The insurance market has become a highly competitive market with the entry of new players, both public and private, in this sector. Furthermore, they have started have started online campaigns to attract uncovered individuals who are seeking insurance as an investment plan. Before Future Generali, the latest company to jump into the bandwagon was Aviva India Life Insurance whose creative duties are handled by BBDO India and digital duties by Proximity Worldwide.
Along with an over-crowded market, the IRDA tightening norms of insurance plans and several proposed reforms in the sector are yet to see light of the day which would make the sector more competitive.