Radio Mirchi partners with Birla Sun Life Insurance; pledge to protect families
Followed by a thought provoking TVC and launch of an independent Microsite, Birla Sun Life Insurance roped in Mindshare and Radio Mirchi for their campaign that needed a further 3600 media extension; given the critical role that Protection solutions can play in the customer's dreams and lives.
Says, Ajay Kakar, Chief Marketing Officer, Financial Services, Aditya Birla Group, "As a brand we believe in identifying unarticulated needs of our customers and contextualizing the role that we can play to meet these. It is important to play a role of a facilitator to sensitize the customer to the uncertainties of life and empower him with solutions that protect his priceless dreams. In order to communicate and effectively engage the customers, it was important for us to select an appropriate activation and media planning partner and our association with Mirchi and Mindshare best helped us to reach out to the mass Indian populace."
In a unique campaign support, Mindshare and Radio Mirchi urged people to come forward and share their stories of luck and survival. In an extensively launched on-air and on-ground activation, thousands of listeners enlisted their support to the campaign on Mirchi airwaves, shared their unique stories of brave survival, luck and pledged to protect their families and their dreams. Spread over 3 weeks, across 8 markets; the campaign encompassed the theme of "safety, security and protection.