IDBI Federal Welthsurance TVC, heard it and bought it

Leading with their product brands, IDBI Federal Life Insurance, one of the fastest growing life insurance companies in India, has rolled out new advertising campaigns for its product brands, Wealthsurance and Incomesurance. The campaigns break to catch up with the excitement of the telecast of the current India-South Africa cricket series.

IDBI Federal Life Insurance started operations in March 2008, leading with their new and innovative product "WealthsuranceTM'. As on October 31st 2010, the company has issued over lakh 2.44 lakh policies with over Rs 11,988 Cr in Sum Assured. IDBI Federal Life Insurance already has a strong distribution network of over 1494 branches through their parent banks, in addition to a sizeable network of advisors and partners.

The brand new campaign for IDBI Federal's Wealthsurance Milestone Plan, says a lot about the effect of this multi-faceted product without talking much about it. "Jisne Bhi Suna, Khareed Liya", says the baseline: "Nahin suna toh sms kijiye..."

Wealthsurance Milestone Plan is a unique product through which IDBI Federal has managed to put a comprehensive range of 13 investment funds and 7 insurance options bundled into a single product to cater to most conceivable insurance or investment needs at any stage of life.

The campaign revolves around the immense strength of the products and conveys the message: Anyone who hears about it, opts for it. The story board revolves around the most unexpected people in the most unexpected situations, who hear about the product and opt for it.

"Wealthsurance has been our flagship product and is power-packed with benefits and options, thus to try and explain all its benefits in less than a minute, doesn't do justice to it. So we decided to create an intrigue about the product. With Ogilvy as our partners, we were sure to get clutter-breaking commercials", says G V Nageswara Rao, MD and CEO, IDBI Federal Life Insurance

The second campaign is for Incomesurance, a unique combination of endowment and money back packed into a single transparent plan. The product offers long term guaranteed returns in such a transparent manner, that one can know their exact future income at the time of paying premium.

The campaign reaches out straight to the drawing room of customers, demonstrating the strength of the product. The commercial is based on a charming situation of a suitable boy who comes to the girl's house seeking her hand in marriage. The base line "Guaranteed Income ki Bhavishyavani" encapsulates the entire story of how, in most investment options, it is hard to predict the exact returns that a customer gets in the long term. But Incomesurance addresses this key need.

"The critical objective for us is name recognition and a strong differentiator, and each of our products is designed to be unique and offer great value to our customers" says Amish Tripathi, National Head - Marketing & Product Management, IDBI Federal Life Insurance. Further Mr. Tripathi added, "Incomesurance is a unique product, now with a unique and charming proposition"