Top Story

e4m_logo.png

Home >> Digital >> Article

LinTeractive bags digital mandate for HDFC ERGO's campaign on motor insurance

24-February-2017
Font Size   16
Share
LinTeractive bags digital mandate for HDFC ERGO's campaign on motor insurance

HDFC ERGO General Insurance Company has appointed LinTeractive, the digital agency of MullenLowe Lintas Group, to put together a digital campaign for its two-wheeler motor insurance products. Through this campaign, HDFC ERGO aims to reach out to its consumers and communicate the importance of renewing their two-wheeler motor insurance.

As it is known, most of the two-wheeler owners in India do not renew their policies. This is because the owner of the two-wheeler usually tends to forget the renewal of the insurance policy, despite repeated reminders from insurance companies. LinTeractive has been entrusted to create digital engagement for HDFC ERGO, targeting owners of two-wheelers motor bikes and scooters.

Speaking about the partnership, Mehmood Mansoori – Member of Executive Management & Group Head, HDFC ERGO General Insurance Company, said, “Renewal of the two-wheeler insurance policy does not take priority in the consumer’s mind, making it a low involvement category. The owner is more likely to forget this crucial requirement and leave it for the last moment. We look forward to working with LinTeractive and put out an exciting campaign, which will innovatively push two-wheeler owners to not miss the renewal of the policy.”

Commenting on the win, Vikas Mehta, Group CMO & President – Marketing Services, MullenLowe Lintas Group, said, “Buying two-wheeler insurance is mandatory in India. While that makes the category large, it also makes it somewhat commoditized. The task to differentiate a brand like HDFC ERGO, in a commoditized category, is both challenging and exciting. I loved the fact that they believe in a ‘digital-first’ approach and happy that they chose LinTeractive to make it happen.”

Sumanta Ganguly, Executive Vice President, LinTeractive, added, “It’s rare that a campaign idea from a pitch meeting is also the campaign you end up doing, and HDFC ERGO was one such pitch. We are delighted to be working on this brand and the task of changing category codes of Auto Insurance.”

LinTeractive has initiated work on the campaign, which will soon make its splash in the digital space for all to view.

Tags

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=http://www.exchange4media.com/company/news/amaz...

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...