M&C SAATCHI-i brings DMA ECHO Awards 2012 in India for Birla Sun Life Insurance!

The Direct Marketing Association (DMA) is the number one global awards competition for the Direct Marketing Industry – its equivalent of Cannes. This year a total of only 70 Awards were bestowed across the best direct marketing campaigns from across the globe — campaigns that have raised the bar in terms of strategy, creativity and results.


On Oct 16th 2012, the DMA International ECHO Awards competition awarded India with a Bronze ECHO, in the category of Direct Mailing for Insurance, for M&C SAATCHI-i’s entry ‘Saptapadi’ on behalf of Birla Sun Life Insurance. There was no Gold or Silver winner in this category.

Coincidentally, the ‘Saptapadi’ mail pack won a Silver Award at the Indian Advertising fraternity’s ‘Goafest’ Awards and a Bronze Award at the Indian DMAi Awards (affiliated with the international DMA ECHO Awards), earlier on in 2012.


This is the agency’s second win at the DMA International ECHO Awards in 2 years! In 2011, M&C SAATCHI-i had won a Silver ECHO, in the same category of Direct Mailing for Insurance, for its entry ‘Annaprasan’ on behalf of Birla Sun Life Insurance.

Commenting on the prestigious consecutive wins, Rakhshin Patel, Partner, M&C SAATCHI-i, said “Winning international recognition for India can only be topped by making a habit of doing so and it thrills me that after becoming the only Indian Agency to win 2 ECHO Awards in the same category in as many years, that we can now aim to take it even one level higher and make it 3 wins in a row.”


Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group added, “Our endeavour is to always delight our customers, not just with our products and services but also with our communication. Our direct marketing partner, M&C SAATCHI-I, continues to do us proud, winning regularly at both domestic and international award shows. I am extremely delighted to be working with the talented and committed people at this agency. They bring top level strategic and creative inputs to the table, with high levels of passion, that actually make our interactions a joy and our work extremely effective. The teams at Birla Sun Life Insurance and M&C SAATCHI-i have demonstrated what passion and team work can do, by bringing in their second ECHO Award in a row.”

The ‘Saptapadi’ mail pack was directed at recently married couples and designed to remind the husband of his wedding vows – in order to provoke him to act and get a suitable life insurance cover for himself in order to live up to the vow of protection he had made to his wife on their wedding day.


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