Consumer is over exposed to information: Ashish Tiwari, CMO, Future Generali

Future Generali India Life Insurance's lifeblood is customer-centricity. FGILI feels that its clients have shaped who they are today, and it is their continual goal to educate them about life insurance and the numerous benefits it provides. To do this, they interact with their clients on a regular basis about the necessity of life insurance, its advantages, the many types of life insurance plans offered, and other topics. This has been presented in a very basic and entertaining manner that can be understood by the average person. They've put together a collection of animated educational films using cutting-edge formats including YouTube Shorts and Instagram reels.

During the lockdown, the business developed two characters, Happy Singh and Worry Singh, who had fascinating dialogues about obtaining life insurance and the lingo associated with it. These animated characters provide answers to each problem or question that a consumer may have. The company's advertisements, part of its consumer education efforts, have received over 30,000 impressions and are still growing in popularity. This project is in keeping with the company's purpose of creating exciting but instructional information to assist our clients in making the best investment decisions possible.

In an exclusive interview with Adgully, Ashish Tiwari, CMO, Future Generali India Life Insurance Company Limited, talks about the characters they choose for the ad campaign, why they opted for animated educational videos, and social media strategies used for the campaign. Excerpts:

What are the intricacies one comes across while purchasing life insurance?

While purchasing Life Insurance, one needs to keep many things in mind and understand this planning is for the long term and for the future. It is a financial commitment, which will need to be timely fulfilled to bear the benefits. Life Insurance is a means of financial security for the family of the insured, hence it is very important to consider the below before buying any policy.

Assess your financial protection need
Look at the current and future income – commitment and need
Choose a life insurance premium that you can afford over the policy lifetime
Check for product benefits, coverage it provides and servicing options

Everyone is in an awe of your animated educational videos on YouTube Shorts and Instagram Reels. What is your take on that?

Insurance is considered as a complex product to understand, and we wanted to change that. As a brand, we aspire to be life-time partner to our customers, and one of the key lever for that is to make insurance easy to understand.

We are happy that we have been able to deliver what we had aimed for. We have kept it simple for everyone to understand. We have kept our scripts honest and informative.

In an era where the consumer is overexposed to information, the challenge lies in delivering your message in a user-friendly way and we just did that.

Why did you include the characters Happy Singh and Worry Singh in your brand? Who is the mastermind behind this idea?

The idea of having the two characters was to make it receiver friendly. Usually, information on life insurance becomes very text heavy and with the jargons. Watching a short, engaging video is far better than reading a long booklet. Happy Singh and Worry Singh have distinct personalities that help them play by their spontaneous nature, which makes the conversations light, interesting and informative.

The content generated is in sync with real-time needs and which related to real-life scenarios. All the topics we wanted to engage with the customers are beautifully conveyed with our two characters, whereas Happy Singh – in line with his name has solution to all problems and Worry Singh has a problem for every solution.

The mastermind behind the idea is our internal marketing team. We strongly felt the need to do something different, engaging and exciting and the Happy and the Worry scenario in Life Insurance gave birth to the two characters.

With this educational campaign, FIGLI has garnered more than 30,000 impressions and the views continue to grow. Please let us know the social media strategies you used in this campaign.

We uploaded videos on all the social media platforms like Facebook, LinkedIn, Youtube & Instagram
We rely heavily on YouTube SEO optimization techniques to reach to our TG
Our sales team further helps us amplify our reach by sharing these videos with relevant consumers who find it useful
On Instagram we broke down the videos into smaller bytes and upload the video as reel. This really helps us in getting good organic engagement

Do you wish to include more animated characters in your future campaigns?

For now, we plan to continue with the same characters as we have built video content of different types with Happy Singh and Worry Singh. These characters’ flow well in a story format, and it gives us the flexibility to use them for different pieces of communication we would like to develop.

Tell us about your customer feedback and learnings from this campaign?

The two characters Happy Singh and Worry Singh have done well with our partners, and it has been appreciated by our sales team. The conversation between the two characters connects well with the audience. The topics we want to cover are seamlessly weaved into a story in which Worry Singh is shown as someone who is always hassled and is looking for advice from his buddy Happy Singh who in turn is always energetic and has a solution to every concern raised. It keeps the audience hooked and look forward to more content.