MUMBAI: IndiaFirst Life Insurance, a joint venture between two of India's largest public sector banks – Bank of Baroda and Andhra Bank, along with
UK's leading risk, wealth and investment company Legal & General – has recently concluded an impactful OOH campaign, with a 360 degree visibility approach for its ‘IndiaFirst Money Back Health Insurance Plan.’ The agency on board, Mudra Max-OOH has been instrumental in executing this campaign on ground.
To evoke the element of curiosity for the brand and its real product benefits, Mudra Max suggested that the campaign should be started with a whacky teaser. People took notice of this and the campaign was very well appreciated in the category domain.
The teaser was followed with a reveal through billboards, bus queue shelters, gantries, facades etc. aimed at bringing to the fore the four key product features.
Landmark sites across the country were a real visual treat. India’s largest LED site at cyber greens Gurgaon was one such eye catcher. Brand presence was even more dominant through iconic media at all major airports, thus complementing the message.
'Time and Motion' study was put to best of its use while branding space inside aircrafts. Kingfisher in-flight screens and Jet Airways bulk heads were flashing the 'IndiaFirst Money Back Health Insurance Plan Card' benefits.
Baggage tags of Spice Jet were branded with a communication line 'lighten your baggage of healthcare worries'. Seat devices inside Jet Airways had the line 'Check-in to two worlds : Health & wealth'.
Commenting on this initiative, Dr. P. Nandagopal, managing director and CEO, IndiaFirst Life Insurance, said, “The outdoor space is becoming a very critical touch point for redefining the synergy of brands. We believe in the power of outdoor as it has worked very well for our brand in the past. I do compliment the entire team for bringing out an effective campaign across each category.”
Tamanna Khanna, head – marketing, IndiaFirst Life Insurance, added, “We
always believe in working with newer medium and exploring ways of utilising existing medium in a more effective manner. The motto is always to 'Think New and Do More'. We have found an excellent synergy with Mudra Max for the same. There was clear, prominent impact across mediums.”
Talking about the noteworthy campaign, Vijay Jain, GM, Mudra Max, said, “We thought of creating a complete experiential zone inside aircrafts. Branding of bulk heads and seat devices inside the Jet Airways planes is a testimony to this. The aim was to create impact till the last mile.”
Sumeer Handoo, group account director, Mudra Max, said, “The mandate for developing this campaign was two fold - to generate mental engagement with the brand IndiaFirst Life Insurance as well as to introduce potential consumers with the USP of the health insurance plan.
By accomplishing a zero defect campaign across country, particularly by owning some stunning properties like Hyderabad aerobridges, Delhi, Bangalore and Mumbai airports, I do believe we achieved both the parameters.”
IndiaFirst Life Insurance became the first brand to go live on Hyderabad aerobridge which is unique in itself. The execution under the limited environ was one mammoth task but the impact was worth taking the task head on.
Mudra Max-OOH thus continues its rich legacy of delivering high impact, premium and thoughtful campaigns for its clients.
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