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Archive for the ‘insurance’ Category

The insurance industry is getting mighty creative with its promotional campaigns.

Music has no barriers. So, HDFC Standard Life Insurance Company has released a music album Sar Utha Ke Jiyo to hook the younger insurance prospects out there. Insurance and music are worlds apart, but still the company bravely went ahead and got two tracks composed on the need for self-respect, self-reliance and HDFC Standard Life products. But the album may not be a total write-off as it has songs like Rubaroo from Rang De Basanti, Yeh Honsla from Dor, Aashayein from Iqbal and Aa Rahan Hoon Main by Bombay Viking.

In another stunner, Bajaj Allianz Life Insurance Company got Vijender Singh as its brand ambassador close on the heels of his winning an Oylmpic medal. Now, if Vijender proves to be a one trick pony Bajaj Allianz Life might not be so hasty in getting celebrity endorsement.

The Indian Insurance Industry seems to have caught the Nike-fever of hiring sports stars as brand ambassadors. Aviva Life Insurance Company’s brand ambassador is Sachin Tendulkar. Sanmar AMP Life Insurance Company, which has now been taken over by Reliance Life Insurance Company, earlier had Australian cricket captain Steve Waugh as its brand ambassador. In 2006, while Birla SunLife Insurance Company hired Kapil Dev for promotions, Max New York Life Insurance Company roped in Rahul Dravid.

Brand re-make seems to be the hottest word in the insurance industry. Max New York Life has come with a new tagline “Karo Zyaada Ka Iraada” for its brand name. And when insurance companies go for brand makeovers they don’t contact any old ad agency, they instead go the whole hog and get research done by people like McKinsey Global Institute and Demographic Research to find out what Indian youths want.

Tata AIG Life Insurance Company has joined the bandwagon by changing its tagline to “A New look at life.” Tata AIG had also earlier roped in Naseerudin Shah to promote its personal lines. And its not just the private sector which has become image conscious, The National Insurance Company’s new tagline goes for “a bright and better tommorrow.”

ICICI Lombard General Insurance Company is going for an image makeover of a different kind after the recent spate of negative news: “ICICI Lombard to pay up Rs 50 k for misleading forum,” “Insurance firm penalized for turning down claim,” “ICICI Lombard told to pay up Rs 1 lakh for punitive damages,” “Maharashtra Government takes ICICI Lombard to consumer court,” & “Maha Agri Dept blacklists ICICI Lombard.”

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