MxMIndia

Tag: Yateesh Srivastava

  • An insight based campaign with a humorous take on how we view life and death

    AEGON Religare launches digital campaign #NothingWillHappen

    By A Correspondent

     

    AEGON Religare Life Insurance (ARLI) has launched a campaign – #NothingWillHappen, for its flagship protection plan iTerm. As a pioneer in online life insurance, ARLI has launched this campaign in an exclusively digital format. The campaign consisting of four long-format films looks at the way in which Indians view life and death. Partnering with well know stand-up comic Atul Khatri AEGON Religare is taking a step into uncharted communication territory with these online only films. The idea behind them is to get the audience who is aware of life insurance but not buying it, to start thinking about and considering the category.

     

    On the launch of this campaign, Yateesh Srivastava, Chief Operating Officer – ARLI, said, “At AEGON Religare we have always tried to be different and explore new territory. In this campaign we leverage on the very Indian insight that ‘bad things happen to others’ and hence the use of the hashtag #nothingwillhappen. In Atul Khatri we found the perfect protagonist, with a culturally relevant take on protection. The only difference in this campaign is that it is being released only through digital media and will not have a television release. While the campaign is product specific, we also expect a positive impact on our overall brand awareness. In insurance, the treatment of life and death has been predictable so far. With this unconventional take on protection, we hope to change the communication paradigm within which insurance operates.”

     

    The films were ideated and conceptualized by ARLI’s advertising agency, Infectious. Mr Ramanuj Shastry, Co-founder – Infectious, says, “The #NothingWillHappen web series from AEGON Religare is a new voice in the Life Insurance category, rife with cloyingly emotional advertising. Using humour and an unlikely spokesman in stand-up comedian Atul Khatri, the campaign pokes fun at people, in a state of denial about death, while gently reminding them to protect themselves. Needless to add, behind every ‘new’ communication stands a truly brave client – the AEGON Religare Marketing Team in this case, who have been unflinching in their support and trust. It was a singular pleasure working on these films.”

     

  • For the record, the agency already handles the SEM and SEO domains for the life insurance company

    iProspect Communicate 2 bags AEGON Religare’s social media account

    By A Correspondent

     

    iProspect Communicate 2 has won the additional mandate to optimise social media platforms (SMO) for AEGON Religare. For the record, the agency already handles the SEM (search engine marketing) and SEO (search engine optimisation) domains for the life insurance company.

     

    Yateesh Srivastava

    Speaking on the win, Yateesh Srivastava, Chief Operating Officer, AEGON Religare notes, “As an organisation we truly understand the impact that social media has on our brand and on our reputation. It is a very powerful way to engage our customers and prospects in an authentic and useful manner. In iProspect we believe we have found the right match since the agency has been doing very well on our performance campaigns and we are sure they will do the same with Social Media, as well. The holistic approach will ensure uniformity in messaging across the digital space and will engage customers in a manner that creates maximum impact.”

     

     

    Vivek Bhargava

    Vivek Bhargava, CEO of iProspect Communicate 2 said, “We are glad to deliver our expertise to AEGON Religare in the social media domain, after a successful stint in both SEO and SEM. We have some extremely ambitious plans for the SMO activities of the account and look forward to strengthening our business bond by executing these plans and exceeding all expectations.”