Top Story


Home >> Media - Others >> Article

Private insurers on massive media campaign to win your mind

Font Size   16
Private insurers on massive media campaign to win your mind

Indian insurance industry is soon to experience a compete shift in trend as far as brand awareness and recall are concerned, says a Taylor Nelson Sofres Insurance Tracker report.

According to the TNS report, private insurance companies are aggressively heading on to big-bang advertising campaign to build brand awareness and recall. While life insurance baron LIC still dominates the market with 99 per cent brand-awareness and a 75 per cent share of mind, private players are increasingly making inroads into the consumer mindspace.

As the global market information major reports, the war to win your mind turns interesting, taking into account the leading players and their advertising-mix. ICICI Prudential – the second in the league, with 66 per cent awareness and only nine per cent mindshare is emphasising on a mix of corporate (Suraksha Zindagi Ke Har Kadam Par) and product (Chintamani – no Chinta only Money) advertising campaigns to get hold of a bigger pie.

When SBI Life, the third in the row, is banking solely on corporate (Woh Bacchpan Ke Din Lauta Do) advertising, Dabur Aviva is focussing more on product advertising.

Referring to the report, Shobha Subramanian, Senior Vice President, TNS India, says: "For private insurance players, the key task is to build awareness, trust and positive disposition – for behaviour that creates the impact in the marketplace." Subramanian believes as a consequence of such heightened media activity, private players are gaining in acceptance across the market, and LIC has started to lose its share of mind.

Conducted in seven major cities, Delhi, Mumbai, Kolkata, Chennai, Bangalore, Ahmedabad and Hyderabad during December ’03 to January ’04, the study aims to monitor the impact of marketing initiatives that the insurance marketers adopt and reflect the competitive activity and the evolving needs of investor groups. “This is the only continuous brand-health monitoring study for the insurance sector,” says Subramanian.


NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve