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PNB MetLife shows how to ‘Be Double Sure’

The new brand campaign, conceptualised by McCann Delhi, leverages trust, expertise and reach and takes a holistic approach to customer centricity

PNB MetLife shows how to ‘Be Double Sure’

The new brand campaign, conceptualised by McCann Delhi, leverages trust, expertise and reach and takes a holistic approach to customer centricity

BestMediaInfo Bureau | Delhi | November 26, 2013

Click on the image to watch the TVCs.

Riding on the success of the ‘Be Double Sure’ campaign, which showcased the coming together of MetLife Life Insurance and PNB, the company is taking the next step towards engaging the customer through its latest marketing campaign. The new brand campaign, conceptualised by McCann Worldgroup, New Delhi, is the creative rendition of how the organisation has moved towards customer convenience and service which are the key reasons identified for believing and investing in a brand.

The campaign is intended to reach out to a mass market audience, defined as married males (with children) in the 35-50 year age bracket falling in the ‘Strivers’ and ‘Seekers’ income groups, i.e., Rs 5-20 lakh. The campaign is live now through a multi-media platform and will run in eight languages including Hindi.

The launch campaign, earlier in the year, on the coming together of two corporate giants, delivered big on the message of ‘Trust’, which is the biggest driver of consideration in the category. According to the Brand Track survey, PNB MetLife’s Spontaneous Awareness score went up to 32 per cent from 12 per cent before the campaign, while Consideration score improved to 24 per cent. The next leg of the campaign will continue to take the message of ‘Double Sure’ into more tangible customer benefits, therefore showcasing how the organisation has been taking decisive steps by launching several initiatives that benefit the customer.

Balachander Sekhar, Chief Marketing Officer, PNB MetLife India Insurance Co., said, “After establishing ‘Trust’ with the first ‘Double Sure’ campaign, we are now moving to specific benefits that the customer will appreciate – showcasing that the partnership now brings them access to over 7,000 brick and mortar establishments across the country. This campaign will drive both the factor of Trust and Convenience. It will also address several issues that customers face with service in general in this category.”

The TVC revolves around an ‘over the counter’ service experience that customers are subjected to across categories and then draws parallels to that of life insurance. The TVC showcases the ease with which consumers can buy and access their policies and even get personalised advice from their trusted life insurance advisor, all just around the corner at the closest PNB MetLife branch. It highlights the extensive reach of PNB MetLife across 7,000 locations across the country, which affords the company the wherewithal to service all customer queries with ease, while also settling claims in a hassle free manner.

Talking about the creative approach, Alok Lall, Executive Director, McCann Worldgroup, said, “Customer service often takes a back seat across product and service categories. We all as consumers encounter road blocks on a day to day basis while trying to get what is duly owed to us. Be it repairs which fall within warranty or while making claims or for that matter post sale service. The TVCs are set in a transactional space to showcase the lack of service that one encounters every single day, this is juxtaposed with the customer centric outlook of PNB MetLife, a Life Insurance partner who is always available to help.”

The production house that did the film is Little Lamb Films, with Bauddhayan Mukherji directing and producing the film.

The TVCs:



Creative Agency: McCann, New Delhi

Creative Team: Mayur Hola, Sudeepa Ghosh, Kartikeya Dixit, Soumya Nagabhushan, Jeet Kalra

Account Management: Alok Lall, Nikhlesh Jhingan, Shahbaz Shaikh, Prashant Panwar

Account Planning: Jitender Dabas, Vibha Gupta

Production House: Little Lamb Films

Director: Bauddhayan Mukherji Producer: Shraddha Singhvi Executive Producer: Kedhhar Barrve

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