Birla Sun Life Insurance appoints Taproot

The incumbent agency is JWT. The multi-agency pitch saw participation by McCann Erickson, JWT, Taproot and Scarecrow

BestMediaInfo Bureau | Mumbai | September 10, 2013

Birla Sun Life Insurance (BSLI), the insurance arm of Aditya Birla Financial Services Group, has appointed Taproot India as it creative partner. Birla Sun Life Insurance had invited four agencies to share their strategy and creative recommendations – McCann Erickson, JWT India, Taproot and Scarecrow. The incumbent agency is JWT which has partnered BSLI for over five years.

Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group, said, “Today, the life insurance industry is at an inflection point in India. There is an opportunity for us to redefine the role that this industry can play in the life of mass India. At Birla Sun Life Insurance, we remain committed to our chosen strategy to provoke mass India to self-realise the importance of life insurance in their lives, as a source of certainty in a rather uncertain world. With Taproot India, we have found an agency that not only guide and partner with us in the creative expression of our brand, but more importantly, also help us strategize for the way forward.”

Agnello Dias, Co-Founder and Chief Creative Officer, Taproot India, said, “Birla Sun Life Insurance, as a brand, is very passionate about its business and operates with great clarity, sharp insights and a strong point of view. As its communication partner, we look forward to making the brand even more relevant to consumers than it is.”

“Birla Sun Life Insurance has done some brave work in the past in the insurance category. It is seen as a leader and we are very excited to work with the brand. Birla Sun Life insurance will also add a different dimension to the Taproot portfolio,” commented Santosh Padhi, Co-Founder and Chief Creative Officer, Taproot India.

"Despite the presence of many players in this category, a strong brand with a clear agenda will always have the opportunity to create interesting brand conversations. We are more than delighted to partner Birla Sun Life Insurance in its journey ahead," said Umesh Shrikhande, CEO, Taproot India.

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