Home >> Advertising >> Article

PNB MetLife launches new campaign to showcase customer-centric approach

27-November-2013
Font Size   16
PNB MetLife launches new campaign to showcase customer-centric approach

Riding on the success of the ‘Be Double Sure’ campaign, which showcased the coming together of MetLife and PNB, the company is taking the next step towards engaging customers through its latest marketing campaign.

The new brand campaign is the creative rendition of how the organisation has moved towards customer convenience and service, which are the key reasons identified for believing and investing in a brand, said an official release.

The campaign is intended to reach out to a mass market audience, defined as married males (with children) in the 35-50 year age bracket falling into the ‘Strivers’ and ‘Seekers’ income groups i.e. INR Rs 5 lakh - 20 lakh .The campaign is live now through a multi-media platform and will run in eight languages including Hindi.

The launch campaign, earlier in the year, on coming together of two corporate giants, delivered big on the message of ‘Trust’, which is the biggest driver of consideration in the category. As per the Brand Track survey, PNB MetLife’s ‘Spontaneous Awareness’ score went up to 32 per cent from 12 per cent before the campaign while ‘Consideration’ score improved to 24 per cent.

The next leg of the campaign will continue to take the message of ‘Double Sure’ into more tangible customer benefits. Therefore, showcasing how the organisation has been taking decisive steps by launching several initiatives that benefit the customer.

Speaking about the new campaign, Balachander Sekhar, Chief Marketing Officer, PNB MetLife India Insurance Co., said “After establishing ‘Trust’ with the first ‘Double Sure’ campaign, we are now moving to specific benefits that the customer will appreciate – showcasing that the partnership now brings them access to over 7000 brick and mortar establishments across the country – will drive both the factor of trust and convenience. It will also address several issues that customers face with service in general in this category.”

The TVC revolves around an ‘over the counter’ service experience that customers are subjected to across categories and then draws parallels to that of life insurance. The TVC showcases the ease with which consumers can buy and access their policies and even get personalised advice from their trusted life insurance advisor, all just around the corner at the closest PNB MetLife branch. It highlights the extensive reach of PNB MetLife across 7000 locations across the country, which affords the company the wherewithal to service all customer queries with ease, while also settling claims in a hassle free manner.

Talking about the creative approach to depicting PNB MetLife’s commitment to serving customers needs better, Alok Lall, Executive Director, McCann Worldgroup said, “Customer Service often takes a back seat across product and service categories. We all as consumers encounter road blocks on a day to day basis while trying to get what is duly owed to us. Be it repairs which fall within warranty or while making claims or for that matter post sale service. The TVCs are set in a transactional space to showcase the lack of service that one encounters every single day, this is juxtaposed with the customer centric outlook of PNB MetLife, a Life Insurance partner who is always available to help.”

The creative agency behind the campaign is Little Lamb Films, with Bauddhayan Mukherji directing and producing the film.

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

In the same week, in BARC's Top 10 Advertisers FMCG brand Hindustan Lever continued to reign the category

Hero Motocorp remained the leading advertiser followed by AMFI, Honda Motorcycle & Scooter India.

Ali Hussein talks about the platform's consumer engagement strategy, relationships with telco-partners and what made the 40-year-old film company want to march in the OTT space