Top Story


Home >> Marketing >> Article

Pitch CMO Summit 2009: ‘There’s a cautious optimism everywhere in 2009-10’

Font Size   16
Pitch CMO Summit 2009: ‘There’s a cautious optimism everywhere in 2009-10’

Birla Sun Life Insurance has been able to cut through the clutter via some innovative marketing and advertising strategies. As the company’s CMO, Ajay Kakkar, said, “When the world is going zig, you zag.” The Birla Sun Life Insurance case study was the second presentation at the Mumbai leg of the Pitch CMO Summit 2009, held on December 17.

Speaking at the Summit, Kakkar said, “Our vision is to be a leader and role model in a broad based and integrated business. We like our stakeholders to call us as an integrated player.”

Speaking about the global slowdown trends, he added, “There is cautious optimism everywhere in 2009-10. For financial services, it has been a rollercoaster ride.”

On Birla Sun Life Insurance, Kakkar said, “We are among the Top 5 players in the mutual fund and insurance space. We are recognised for our consistent performance. However, the journey has just begun for us and there is so much more to do.”

He further said, “The market penetration is only 5 per cent. We are committed to expanding this reach. Our aim is to make the industry simple and relevant. We have elevated pitch propositions for each of our products, be it retirement solutions or protective solutions.”

According to Kakkar, “We need to practice a customer first strategy. When the going is unbelievably good, be cautious. When the world is going zig, you zag. Stay connected in good times, bad times and risky times. If the competition is lying low, increase your visibility through ATL and BTL activities, product marketing, consumer insights, corporate communication, etc. Why reinvent the wheel, feel the freedom to adapt. Invest a separate budget for brand building. Our only constraint is our imagination.”


Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO