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IndiaFirst Life Insurance appoints Edelman digital for social media mandate

The account was won in a multi-agency pitch. Edelman Digital will help the brand develop innovative social media campaigns and proactive activation as well as manage its social channels

Edelman Digital, the digital arm of Edelman, a global communications marketing firm, has been appointed as the social media agency of record to lead the social media management and offline communications mandate for IndiaFirst Life Insurance (IndiaFirst).

Edelman Digital won the account following a multi-agency pitch. Catering to the needs of IndiaFirst as the newest entrant in the insurance sector, Edelman Digital’s immediate focus is to build the brand by developing innovative social media campaigns and proactive activation as well as management of the brand’s social channels across Facebook, Twitter, Instagram, YouTube and LinkedIn.

Rushabh Gandhi

Rushabh Gandhi, Director Sales and Marketing, IndiaFirst Life, said, “Only a few brands have been successful in navigating the digital sphere. Insurance players have the added challenge of making a seemingly ‘boring’ ‘confusing’ product, appealing to an audience with a limited attention span. IndiaFirst Life Insurance is excited to be partnering with Edelman for our social mandate. They bring in expertise, creativity and consumer insights in this space and we look forward to doing some great work together.”

Launched in 2010, IndiaFirst is a joint venture between Bank of Baroda, Andhra Bank and Legal and General (UK).

Sachin Talwalkar

Commenting on the win, Sachin Talwalkar, Regional ECD, Edelman India, said, “As a creative I have always found the insurance category very exciting to work on. Added to that, IndiaFirst is a young and vibrant brand that has given us the freedom to innovate and be honest in what we create in an otherwise dull insurance communication out there. Through our ideas for the brand, we aim to break the monotony by creating a communication ‘How’ that will resonate with consumers across age groups to elevate the positioning of IndiaFirst.”

Kunal Arora, Managing Director, Edelman Digital, India, added, “The focus of our communication for IndiaFirst Life Insurance is to establish why insurance is important for everyone. In a way, we are going back to the basics but communicating it more interestingly. According to a recent report, IndiaFirst Life was one of the biggest gainers in the insurance industry in 2017. With big players already present in the industry, we are challenging ourselves to work and bring out the best campaigns that help achieve great results for IndiaFirst Life Insurance.”

Headquartered in Mumbai, IndiaFirst Life Insurance has a paid-up share capital of Rs 625 crore. IndiaFirst Life is present in over 1,000 cities and towns across the country through 10,000+ points of sale.

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