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General Insurance Council marks Rs 80 crore to promote Faayde Ki Baat campaign

The statutory body for general insurance has launched a 360-degree campaign to educate consumers about non-life insurance products. The campaign has been conceptualised and executed by Leo Burnett South Asia

India’s statutory body for general insurance, the General Insurance Council (GI Council), has earmarked Rs 80 crore as annual budget for the ‘Faayde Ki Baat’ campaign.

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The 360-degree initiative is aimed at spreading awareness about non-life insurance (health, motor, home and other general insurance products) across the country.

As a part of the campaign, four TVCs are conceptualised and executed by creative agency Leo Burnett. The agency is also responsible for the campaign’s radio and outdoor advertising.

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The insight of the theme ‘Faayde Ki Baat’ comes from the observation that Indian consumers are moving from extreme invincibility to extreme fatalism on a daily basis. So the objective is to drive awareness about the many benefits of general insurance while creating a narrative that highlights the vitality of it in our everyday lives.

With a focus of spreading awareness to tier III, IV and VI regions, the campaign will be launched in eight regional languages apart from Hindi and English.

A V Girija Kumar, Chairman, General Insurance Council, said, “The whole concept of the campaign is to bring awareness. The idea is to make people take insurance as an important part of their life.”

Together with GI Council’s 25 general insurance, 11 reinsurance, two specialised insurance and six SAHI (standalone health insurance) companies in India, Faayde Ki Baat aims to address negative perceptions around general insurance by educating citizens about benefits that can be derived from general insurance covers, while expanding the industry by creating an insured and protected India. 

The film opens with the start of a fresh day with the sleeping protagonist outside his home who is abruptly woken up by his neighbour, who asks him why he was sleeping outside early morning. The now furious protagonist expresses his disappointment with the building’s children who spent all night playing cricket, while damaging his car and house windows. To this, the neighbour calmly advises his neighbour to purchase insurance that protects his property and, more importantly, will help him get a peaceful night’s rest.

GIC’s digital agency for this campaign is Digitas. Media buying is handled by WPP’s Mindshare.

Digitas will execute and manage the website, social media, content marketing, influencer engagement and innovative platforms in various languages.

Speaking on the campaign, M N Sarma, Secretary General, General Insurance Council, said, “Consumers in India are either under insured or uninsured. The overall penetration of general insurance is extremely low. With Faayde Ki Baat, we are hoping to connect with the audience and promote general insurance as a personal risk management tool.

General Insurance:

Health Insurance:

Motor Insurance:

Home Insurance:

Credits:

MD, India & CCO, Leo Burnett South Asia: Rajdeepak Das

MD, India & CSO, Leo Burnett South Asia: Dheeraj Sinha

COO, West: Rakesh Hinduja

Creative: NCD, Vikram Pandey

ECD: Amod Dani

Sr. Creative Team: Mihul Bhatt & Brijesh Joshi

Account Management:

 EVP: Sanju Menon

 VP: Aman Sheikh

Info@BestMediaInfo.com

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