The customer education print campaign has been conceptualised and executed by an in-house team
BestMediaInfo Bureau | Mumbai | February 8, 2013
As part of its commitment to customers, Canara HSBC Oriental Bank of Commerce Life Insurance has launched a customer education and awareness campaign called ‘Manager Sahab’. The objective is to educate customers about life insurance and help them take correct and informed financial decisions. ‘Manager Sahab’ is a two-month print campaign and would run till the end of March in 11 languages.
The campaign focuses on providing the right information to customers so that they can make informed choices. Canara HSBC Oriental Bank of Commerce Life Insurance operates a pure bancassurance model. Therefore, the character of ‘Manager Sahab’ was conceptualised around it especially as a bank manager is someone who customers trust.
The print campaign comprises a series of advertisements in different languages where basics of life insurance are brought out in an easy-to-understand Q&A format. The campaign addresses questions on suitability, safety, return and liquidity of products.
Vishakha RM, Director - Sales and Marketing, Canara HSBC Oriental Bank of Commerce Life Insurance, said, “Customer-centricity is a core value for the company. The campaign has been created with the objective of educating the customer and simplifying different life insurance concepts. The campaign focuses on providing the right information to customers so that they can make an informed choice. The concept of ‘Manager Sahab’ has been developed as the source of information and clarification to build synergy on our core focus on Bancassurance. Manager Sahab seeks to builds on the trust, confidence and convenience enjoyed by the banks to help customers understand the need and importance of life insurance.”
This education and awareness campaign is targeted at urban salaried professionals, urban mass customers, business owners and rural customers. “The objective of the campaign is to get the customer to read and assimilate the information. The seriousness of the message cannot be absorbed in the short attention span that a TV commercial gets. Print medium is the best way to reach the right audience since we are looking at creating awareness and educating the customer. Also, we wanted to reach out to the TG in the non-metro towns. Print offered the best option. We might look at promoting Manager Sahab in other mediums too,” Vishakha said.