A unique initiative by Future Generali on the online space

In the era wherein everybody is shifting their focus on digital, even insurance companies have started entering in this space. Even the consumers seem to be really interested in the online plans by insurance companies. Its quite impossible in India to buy insurance without an agent. Basically, in India, Insurance is sold, rarely bought.

To stand out different and unique Future Generali India Life Insurance decided to brought an emotional connect with customers seeking to secure the future of their loved ones. The campaign creates an emotional touch among the consumers. The campaign has been conceptualized by Ogilvy & Mather, Mumbai.

If we see over the past year and half, there has been a perceptible focus by Insurance players in India to promote online plans, thanks to the burgeoning rise in internet usage in the country.

While speaking exclusively with Adgully, Sukesh Kumar Nayak ' Group Creative Director, Ajay Mehta ' Vice President and Abraham Alapatt, Head ' Marketing, Brand & Corp. Communication commented and shared their views about the campaign.

Sukesh Kumar Nayak says, "We take a life policy to safeguard the financial needs of our loved ones. But we do it because we care for them deeply. That's why we decided to focus on something more meaningful to promote online life plans - an opportunity to leave a personal goodbye message. An insurer records a personal video message when he buys a policy, which will be handed over to the nominee at the time of the claim."

Ajay Mehta said, ""With IRDA tightening norms, agents being more reluctant to sell term plans, most insurance players have been looking at reaching out to online audiences by highlighting the functional attributes of insurance plans ' cheapest, quickest plans etc. We decided to break the clutter by connecting with the emotional side of the customer ' a personal voice recording is something very touching that will be an unexpected and priceless gift for the nominee"

Abraham Alapatt said, "We believe that Insurance is as much an emotional decision, as it is a financial decision and one that is taken to protect family and economic dependents from adversities in life. We built on this insight with this innovation to communicate & connect with our customers in combination with a very competitive product".

The Challenge was to sell life insurance policies online in an overcrowded market with existing large & trusted players offering products at competitive prices. The basic insight of the campaign was; since Life is uncertain. You never know when you are going to die. Keeping this in mind, Future Generali decided to draw an emotional connect with its customers to sell its online Insurance Term offering ' Future Generali Smart Life that is available at half the current premium of regular insurance policies.

The idea was really simple. In an industry first initiative, Future Generali Smart Life created an opportunity for the Insurance policy holder to leave behind a recorded video message for his/her loved one while buying online life insurance. At the time of the claim, the nominee will not only get the amount he / she was covered for, but also an unexpected pre-recorded goodbye video message from the policy buyer.


 Advertising Agency: Ogilvy & Mather Advertising, Mumbai

 Senior Creative Director: Sukesh Kumar Nayak

 Art Controller: R Pratheeb

 Vice President: Ajay Mehta


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