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Ogilvy Creates New Corporate Brand Ad Campaign For Religare

Launches TVC showcasing complete portfolio of financial services from Religare; watch the TVC here.

Hitesh Ranot | Delhi | November 15, 2010

Religare, a global financial services group, launched its new corporate brand advertising campaign showcasing its complete portfolio of financial services. Ogilvy & Mather Delhi has conceptualized the campaign and created the TVC which is currently on air across major English and Hindi news channels, movie channels and leading GECs during prime time.

The campaign is also be supplemented by cinemas, outdoors, online and will be punctuated and underpinned by various product and business specific campaigns such as broking, lending, Mutual Fund, Life Insurance etc. Broking and lending campaigns will immediately succeed the corporate campaign.


The new campaign underscores the transformation that has taken place over the past few years, by communicating who Religare is and what Religare does in the realm of financial services by showcasing the same in an engaging yet warm and endearing manner the multiple lines of business under the Religare brand umbrage.

"We have been a large corporate brand however for most part of our history, our company's brand was defined by few businesses," said, Subhrangshu Neogi, Director, Brand and Corporate Communications "This campaign gives us an opportunity to showcase width and breadth of our product and services. We could have issued this campaign earlier as well however we wanted the businesses to reach inflexion point by attaining a certain size and scale.” The theme of the campaign - Global Financial Services Growing with You Everyday is designed with the objective to communicate to the world at large about the products and services offered by Religare. “We are happy to have a creative partner like Ogilvy & Mather that has been able to successfully convey the message in a warm, engaging and endearing manner” said Neogi. Consumer focus groups and quantitative research showed that the new campaign effectively communicated the range of Religare businesses, and increased the likelihood that consumers would consider a broader range of Religare products and services. "Time after time we heard people saying, 'I didn't know they did that,' while affirming that they felt they would be 'in secure and knowledgeable hands' while doing business with us." said Neogi.

The corporate brand campaign helps highlight the depth and width of the Religare brand and will be punctuated and underpinned by various product and business specific campaigns such as broking, lending, mutual fund, life insurance etc.

Commenting on the creative approach of the ad, Sanjay Thapar, Group President, North & East, Ogilvy & Mather said, “Religare is a strong Brand, the challenge was in how to tell the consumers that Religare was more than what they think, in the financial space. There were many facets and businesses that came together to make the company what it is and that had to be communicated in a humane and simple way. It was our pleasure to be able to take on this task and are sure that this will help elevate the level of awareness about the brand with consumers across India as a financially strong company.”

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