Insurance branding by looking for agents as the Future business drivers

It is a truth of the insurance business that, while a positive brand image helps attract customers to the brand, it is the insurance agent who clinches the deal. In a market cluttered with brands like ICICI Prudential, SBI Life, HDFC standard, Bajaj Allianz touching an emotional cord while selling insurance has been largely a trend to increase the business. However, branding for agents is a task not many insurance brands have undertaken, and that makes Future Generali India’s new campaign - ‘Ab Nibhao Rishtedari’- a tad different.

The campaign seeks to invite prospective agents to join the growing family of insurance advisors through a mix of TVCs, radio spots and outdoors. According to Abraham Alapatt, Head – Marketing, Brand & Corporate Communications, Future Generali India Insurance, “It is a natural extension of the brand’s core brand idea (of our services being shaguns for the good times that help our customers “stay blessed”) because, we are now positioning the agent as the logical “human shagun” that brings joy and happiness to the lives of those they serve”.

The campaign is reaching out to the potential new recruits, by demonstrating the benefits of becoming the agent for the brand, as well as giving customers reasons to trust in & buy from the agent. The campaign with spends to the tune of Rs. 5.7 Crores, has been conceptualized by Ogilvy and Mather, Mumbai.

Explaining the unusual premise of the campaign and its consumer connect, Sumanto Chattopadhyay, Executive Creative Director, O&M says, “An advertising campaign centered on a well-loved insurance agent ends up drawing the consumer to the brand as well. The consumer identifies with the reassuring number of clients referred to in the stories.” The TVC has been shot by the well-known ad and filmmaker Shoojit Sircar of Rising Sun Films.