PNB MetLife launches new brand campaign; dwells upon customer centricity

Riding on the success of the ‘Be Double Sure’ campaign, which showcased the coming together of MetLife, the global Life Insurance expert and PNB, India’s leading PSU bank, the company is taking the next step towards engaging the customer through its latest marketing campaign. The new brand campaign is the creative rendition of how the organization 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 into the ‘Strivers’ and ‘Seekers’ income groups i.e. INR Rs 5 lac-20 lac. The campaign is live now through a multi-media platform and will run in 8 languages including Hindi.

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

Speaking about the new campaign, 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 7000 brick and mortar establishments across the country – 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 7000 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 to depicting PNB MetLife’s commitment to serving customer’s needs better, Alok Lall ,Executive Director, McCann Worldgroup, “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 TVC’s 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 creative agency behind the campaign is Little Lamb Films, with Bauddhayan Mukherji directing and producing the film.