By A Correspondent
IndiaFirst Life Insurance, a joint venture between the Bank of Baroda, Andhra Bank and Legal and General, UK, has an advertising campaign titled, “Because Life is Full of Certaintiesâ€.
Said Rushabh Gandhi, Director, Sales and Marketing, IndiaFirst Life Insurance: “It was imperative for us to get our brand positioning aligned to our customers first philosophy. From here stemmed the idea of ‘Because Life is Full of Certainties’, a proposition born out of the understanding that life isn’t full of accidents waiting to happen. In fact, it is full of certainties like getting married, having children, getting them married and retiring. So instead of worrying about things that most likely won’t happen, why not prepare for those that certainly will.â€
Added Prakash Nair, Executive Vice President, Ogilvy & Mather: “One of the biggest barrier to insurance in India is the Superman Syndrome- the “I don’t need it. Nothing will happen to me†attitude. And the best way to convince these folks is straight talk – no jargon and no emotional overdose! The best way to get them to sit up and take a second look at us would be to tell them what will happen versus what could, maybe, happen. Thus was born the thought ‘Life is full of certainties’. It’s a simple and refreshing view of life insurance, one that will create a distinct identity for the brandâ€.