“Protection” as a primary Insurance solution should definitely form an integral part of the portfolio of individuals who have families or loved ones dependant on them. And still, pure protection solutions contribute to merely 3% of the total life insurance pie. Backed by this critical insight, Birla Sun Life Insurance launched Protection Solutions campaign with an idea to make the mass population aware that our life, dreams and future are not necessarily in our control. There is always an element of the unexpected – fate and it is best that we– don’t leave dreams to fate.
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, Mr. 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.
Abhishek Ray, of ‘Sahib Biwi Aur Gangster’ and ‘I am Kalam’ fame and Kavita Krishnamoorthi, the versatile singer and former actress, came together to create a song that inspired the listeners to take the necessary steps and protect their families. The Mirchi RJs witnessed tremendous support and participation from the listeners as thousands of true stories of luck and survival began to pour in. Even celebrities like Anushka Sharma and Ranveer Singh lend support to the campaign as they narrated how they survived some dangerous situations themselves.
Taking the message to the families, Radio Mirchi also organized a massive on-ground activity in 64 housing societies across 8 metros. The activity, ‘Birla Sun Life Insurance presents My Family Day’, mixed a lot of fun activities while giving an opportunity for families to bond together. Unique elements introduced by Mirchi RJs and BSLI to engage the crowd allowed most family members to display various strengths to protect their families.
Birla Sun Life Insurance also gave away a maroon colored band to individuals who pledged to protect their families. Mirchi RJs cheered and supported the campaign with full force to sensitize the listeners and build further awareness. The idea behind the activations was to engage audiences by getting them to participate in the acts and take a pledge to protect their families. The objective of the campaign is to inspire people to secure their families, and not to leave their dreams to fate/destiny. |
