Edelweiss Tokio Life Insurance to invest 15-20% of marketing budget on ongoing campaign

Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance said the organ donation campaign will focus on creating awareness and breaking myths around it

e4m by Misbaah Mansuri
Updated: Nov 6, 2019 9:51 AM
Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance

Edelweiss Tokio Life Insurance plans to pump in 15-20% of their overall marketing budget on their ongoing campaign based on organ donation awareness, Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance told exchange4media. The insurer has conceptualised the campaign to inform, educate and mobilise support to increase public awareness for the cause. It has also joined hands with actor Rahul Bose to endorse the importance of organ donation. 

In association with MOHAN Foundation, an NGO active in this space, the company plans to conduct educative workshops and create a platform for people to know more about the process of organ donation and also pledge their organs. Edelweiss Tokio Life Insurance will observe November as Organ Donation Awareness Month.

“Of our overall marketing budget for the whole year, between 15-20% we will be devoting to this cause. For us, this is not just one campaign. We plan to make it yearly which will show our seriousness to it. And the way, we have envisaged it right now is that first we will focus on creating awareness on it and breaking myths around it. The other part is convincing the family if they have signed for the same,” Gupta said. He revealed that at a later stage, the brand plans to work with hospitals too. Stressing on how the brand and its objective is well-connected to the cause of organ-donation, Gupta said, “We stand for ‘Zindagi unlimited.’ It’s a beautiful fit because it is the best way to make yours and other people’s zindagi unlimited. As a company our mission is protecting dreams and aspirations of our customers because that’s what insurance as a product does. In case you aren’t around, the proceeds from insurance takes care of the family. While this is our mission, we have been thinking, whether there is a way where we can involve customers in this, to protect other’s dreams and aspirations. This was a natural fit for the brand."

While digital will remain the main focus by which the insurer plans to drive the campaign ahead, they also plan to leverage a huge field-force of 40,000 agents, more than 400-500 and 11,000 employees offices of Edelweiss group. “When we decided to go ahead with this, we realized that there is a huge roadblock in front of us. While awareness is there, the willingness to sign-up is lacking. To break that inertia, we thought we needed somebody who has the power. But not just for the star-power but someone who has really done something for this cause. There were hardly any celebrities who were involved here but Rahul’s name was a natural choice because it was the right fit, as he has been associated with the cause and has two NGO’s himself. Also he is a person who doesn’t mince words,” Gupta opened up.

Edelweiss Tokio Life Insurance Company Limited is a joint venture between Edelweiss Financial Services Limited, one of India’s leading and diversified financial services companies and Tokio Marine Holdings Inc, one of the oldest (over 138 years). Edelweiss Tokio Life Insurance launched its pan-India operations in July 2011, offering proprietary need-based solutions to help customers meet their life stage financial goals.

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