Metal adds Policybazaar to its kitty

Metal has already begun work on the insurance website and has created a new positioning for Policybazaar

e4m by Deepa Balasubramanian
Updated: Nov 30, 2012 8:33 PM
Metal adds Policybazaar to its kitty

Policybazaar has assigned its communication mandate to Metal Communications after a multi-agency evaluation process. The account is pegged at Rs 32 crore.

Akshay Mehrotra, CMO, Policybazaar said, “Amongst all the teams that had pitched for our business, Metal’s presentation stood out for its indepth customer insights.”

Commenting on the win, Ambarish Ray, Vice President, Metal Communications added, “ is a game changer in the comparison-based financial services domain. It is the leader in the online insurance purchase segment. We are satisfied that we have been able to demonstrate breakthrough thinking to the client and have won the mandate.”

Metal Communications has already begun work on the business and has created a new brand communication and positioning for Policybazaar.

Speaking on the first campaign from its new agency, Mehrotra said, “Change in communication from comparison only to comparison-based internet insurance buying that would lead to saving, was the brief given to the agency. We wanted to highlight the part about car insurance being the largest growth area that we are betting big on. We hope this campaign helps us grow our car insurance business by 250 per cent within a four-month window.”

Siddharth Prasad, VP Creative, Metal pointed out, “The mother character, brought alive by Suhasini Mulay, is really the voice of common sense in all of us, asking us to use our common sense before making a purchase.”

Narayan Kumar, Creative Chief, Metal Communications said, “The brief was to connect simply and engagingly with today's consumers. They are familiar with the internet and they are familiar with buying on the internet. The challenge was to connect this with insurance and create a breakthrough campaign.”

For the record, Policybazaar is an Indian online life insurance and general insurance comparison portal. Metal is an independent Mumbai-headquartered integrated marketing communications company set up in December 2008. With offices in Mumbai and New Delhi, Metal has on its roster clients such as Platinum Guild International, Reliance Mutual Fund, Web18, Sennheiser, Bajaj Capital, Zoom TV and Star CJ Alive, among others. Metal’s proprietary strategic tool, Breakthrough, creates successful and media neutral ideas for brands and businesses.

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