Top Story


Home >> Marketing >> Article

Aviva appoints Rishi Piparaiya as Dir, Mktg & Bancassurance

Font Size   16
Aviva appoints Rishi Piparaiya as Dir, Mktg & Bancassurance

Aviva Life Insurance has appointed Rishi Piparaiya as Director – Marketing & Bancassurance. Piparaiya, who had joined Aviva Life Insurance in 2009 as Director Bancassurance and Business Partnerships, will now take on additional responsibilities for the Marketing function.

In his new role, Piparaiya will be responsible for Aviva’s marketing strategy, including brand marketing, communications, channel marketing, Aviva’s digital and online strategy, analytics and product propositions of the company.

Commenting on the appointment, TR Ramachandran, MD & CEO, Aviva Life Insurance said, “Rishi has played a pivotal role in developing the Bancassurance business and forging new alliances for Aviva. Being associated with Aviva India for more than four years now, he understands the DNA of our business. I am certain that Rishi’s leadership will further strengthen our brand and customer propositions, and enable us to take the next steps in our digital and customer strategies.”

Prior to Aviva, Piparaiya had worked at Citibank, where he headed the $30 million revenue insurance business and the product & marketing groups for all Citi India liabilities products. Under his stewardship, Citi India was recognised as the Best performing Insurance franchise and the most innovative insurance franchise across Citi (Asia-Pacific) for 2007. He was also responsible for establishing Citi India as one of the top five bancassurers in the country.

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...