Religare's new campaign stresses on its corporate brand identity

Religare, a financial services group has launched its new corporate brand advertising campaign which showcases its complete portfolio of financial services. The ads will be aired across major English and Hindi news channels, movie channels and leading GECs during prime time.

Talking exclusively to Adgully, Subhrangshu Neogi, Director, Brand and Corporate Communications, Religare, said, "Religare is a big corporate, we are into multiple and diverse businesses which range from brokering to wealth management, asset management, investment banking, insurance and loans etc. However we had poor consumer insights which were given back to us in a research, that people aren't aware of the width and breadth of Religare as a brand. Our corporate campaign showcases the width and breadth of the campaign."

He further added, "There will be separate product specific campaigns followed by this. This umbrella corporate campaign tells people more than what they already know and punctuate that with relevant sister product campaigns."

Targeted at retail and people at large, this campaign will be supplemented by cinemas, outdoors, online and will be punctuated and underpinned by various product and business specific campaigns such as broking, lending, mutual fund, life insurance etc. Broking and lending campaigns will immediately succeed the corporate campaign.

Neogi said "Our endeavor is very simple and lucid but at the same time tell people in a warm and engaging manner about who we are and what we do. In financial matters, the idea is to demystify the services and present it in a simple manner. So we have used nice relatable analogies through kids and communicate our each business clearly. The idea is to be seen as a warm and inclusive brand for our clients, we want to be humble with the customers even though we are a very large entity"

The new campaign emphasizes the transformation that has taken place over the past few years, by communicating who Religare is and what Religare does in the realm of financial services by showcasing the same in an engaging yet warm and endearing manner the multiple lines of business under the Religare brand umbrage.

The theme of the campaign - Global Financial Services Growing with You Everyday, is designed with the objective to communicate to the world at large about the products and services offered by Religare. . "We are happy to have a creative partner like Ogilvy & Mather that has been able to successfully convey the message in a warm, engaging and endearing manner" said Mr. Neogi.

Commenting on the creative approach of the ad, Sanjay Thapar, Group President, North & East, Ogilvy & Mather said, "Religare is a strong Brand, the challenge was in how to tell the consumers that Religare was more than what they think, in the financial space. There were many facets and businesses that came together to make the company what it is and that had to be communicated in a humane and simple way. It was our pleasure to be able to take on this task and are sure that this will help elevate the level of awareness about the brand with consumers across India as a financially strong company." | By Janees Antoo [janees(at)adgully.com]