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IDBI Federal Life Insurance Launches New Brand Campaign

Ogilvy Mumbai conceptualizes three clutter breaking TVCs for two insurance products; watch the TVCs here.

Hitesh Ranot | Delhi | December 17, 2010

Seeking to simplify the complex subject of life insurance, IDBI Federal Life Insurance fastest growing insurance company in India, has rolled out new campaigns for its brands Wealthsurance and Incomesurance. The campaign is conceptualized by Ogilvy Mumbai.

The brand new campaign for IDBI Federal’s Wealthsurance plan reaches straight to the drawing room of its customer rather than waiting for the sales force to make presentation to him. “Jisney Bhi Sunaa, Khareed Liya”, says the baseline: “Nahin Suna toh SMS Karo 





Wealthsurance is a unique product as IDBI Federal has managed to put all possible investment and insurance options bundled into one product to cater to every conceivable insurance or investment need at any stage of life.

The campaign revolves around the immense strength of the products and conveys the message: Anyone who hears about it buys it. The story board revolves around the most unexpected people in the most unexpected situations, hear about the product and buy it.

The second campaign for Incomesurance, the base line takes the client from the present to the future. In most investment options, it is hard to predict the exact returns that a customer gets in the long term, but in Incomesurance you can predict the exact returns.

Thus comes the new campaign line “Guaranteed Income ki exact bhavishyavani”

Product innovation is the mainstay of insurance business. IDBI Federal has created a product that can tell you the exact amount you can get, the day you pay your premium to us. For instance, if you invest Rs. xxxx every year, Incomesurance can guarantee you the exact amount of Rs. xxxx.

“The critical objective for us is name recognition and a strong differentiator, and each of our products is designed to be unique and offer great value to our customers” says Amish Tripathi, National Head - Marketing & Product Management, IDBI Federal Life Insurance.

Tripathi added further, “We are happy to have a creative partner like Ogilvy & Mather that has been able to successfully convey the message.”


Advertiser: IDBI Federal Life Insurance Co Ltd

Amish Tripathi: National Head- Marketing & Product Management

Abhijeet Powdwal: VP Marketing

Alok Kalra: AVP – Brand, PR & Digital

Sopan J Upadhyay: Manager Brand, PR & Digital

Creative Agency: Ogilvy & Mather India

Creative Director: Abhijit Avasthi

Copywriters: Amitabh Agnihotri

Art director: Samir Sojwal


Film director: Rajesh Krishnan

Production house: Soda Films


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