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Radio Mirchi takes Birla Sun Life campaign to masses

The ‘don’t leave dreams to fate’ activation by Mindshare adds further impetus to the TVC

BestMediaInfo Bureau | Delhi | January 11. 2012

‘Protection’ as a primary insurance solution should definitely form an integral part of the portfolio of individuals who have families or loved ones dependant on them. Yet, pure protection solutions contribute to merely 3 per cent of the total life insurance pie. Backed by this critical insight, Birla Sun Life Insurance launched the ‘Protection Solutions’ campaign to make the mass population aware that our life, dreams and future are not necessarily in our control. There is always an element of the unexpected – don’t leave dreams to fate.

Following up on the thought provoking TVC and launch of an independent microsite, Birla Sun Life Insurance roped in Mindshare and Radio Mirchi for their campaign that needed a further 360 degree media extension.

Ajay Kakar, Chief Marketing Officer, Financial Services, Aditya Birla Group, said, “As a brand we believe in identifying unarticulated needs of our customers and contextualising the role that we can play to meet these. It’s important to play a role of a facilitator to sensitise the customer to the uncertainties of life and empower him with solutions that protect his priceless dreams. In order to communicate and effectively engage the customers, it was important for us to select an appropriate activation and media planning partner and our association with Mirchi and Mindshare best helped us to reach out to the mass Indian populace.”

In a unique campaign support, Mindshare and Radio Mirchi urged people to come forward and share their stories of luck and survival. In an extensively launched on-air and on-ground activation, thousands of listeners enlisted their support to the campaign on Mirchi airwaves, shared their unique stories of brave survival, luck and pledged to protect their families and their dreams. Spread over three weeks and across eight markets, the campaign encompassed the theme of ‘safety, security and protection’.

Abhishek Ray, of ‘Sahib Biwi Aur Gangster’ and ‘I am Kalam’ fame and Kavita Krishnamoorthi, the versatile singer and former actress, came together to create a song that inspired listeners to take the necessary steps and protect their families. The Mirchi RJs witnessed tremendous support and participation from listeners as thousands of true stories of luck and survival began to pour in. Even celebrities like Anushka Sharma and Ranveer Singh lent support to the campaign as they narrated how they survived some dangerous situations themselves.

Taking the message to the families, Radio Mirchi also organised a massive on-ground activity in 64 housing societies across eight metros. The activity, ‘Birla Sun Life Insurance presents My Family Day’, mixed a lot of fun activities while giving an opportunity for families to bond together. Unique elements introduced by Mirchi RJs and BSLI to engage the crowd allowed most family members to display various strengths to protect their families.

Birla Sun Life Insurance also gave away a maroon coloured band to individuals who pledged to protect their families. Mirchi RJs cheered and supported the campaign with full force to sensitise the listeners and build further awareness. The idea behind the activation was to engage audiences by getting them to participate in the acts and take a pledge to protect their families.

Info@BestMediaInfo.com

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