General Insurance councils launches mass campaign with 360 degree approach
India’s statutory body for General Insurance, General Insurance Council (GI Council) unveils Faayde Ki Baat, a media and communication campaign aimed at educating and spreading awareness about non-life insurance. Together with GI Council’s 25 General Insurance, 11 Reinsurance, 2 Specialized Insurance and 6 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 creating an insured and protected India.
With the onset of a more digital savvy audience, GI Council’s Faayde Ki Baat will connect with a larger demographic, through a 360-degree approach, that would include conventional and digital mediums such as television, outdoor advertising, digital, radio and PR. The insight comes from the observation that Indian consumers move from extreme invincibility to extreme fatalism on a daily basis. Therefore 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. The campaign will include four TVCs which will be launched on the 5th of March 2020. The campaign idea was created and conceptualized by Creative agency, Leo Burnett, who is also responsible for the radio and outdoor advertising. Digital agency, Digitas would be executing and managing the website, social media, content marketing, influencer engagement and innovative platforms in various languages. MSL India has been roped in to build rich content for the campaign including the media outreach and strategy in multiple cities while Mindshare would assist with media buying for the campaign.
The film opens with the start of a fresh day with a sleeping protagonist outside his home who is abruptly woken up by his neighbor who asks him why he was sleeping outside early in the morning. The now furious protagonist expresses his disappointment with the building children who spent all night playing cricket while simultaneously damaging his car and house windows. To this the neighbor calmly advises his neighbor to purchase insurance that protects his property and more importantly will help him get a peaceful night’s rest.
Sharing his views 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.
Rajdeepak Das, MD, India & CCO, Leo Burnett South Asia said, “Indian consumers often disregard the very many benefits of General Insurance. We were persistent on making this relatable to our audience, while simultaneously educating consumers about some unknown facts with regard to General Insurance, eradicating old beliefs of the hassle and stress that comes with General Insurance. Through various platforms, we wanted to accentuate things like ‘General Insurance kisi din nahi har roz kaam ayega’ ’ assuring consumers that General Insurance is not as complicated as people think it is”
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,
Brand Director: Hitesh Ramrakhyani
Planning & Strategy: Sr. VP Aniruddha Khandekar,
Planning Executives: Nidhi Shah, Shyam Kumar