Life Insurance sector increased AdSpends in H1 FY 2019-2020 from the previous year: Abhishek Gupta
11 February 2020
In sync with the trend followed by BFSI brands to make the most of JFM 2020, Edelweiss Tokio Life Insurance has put forth a musically humorous campaign. The insurance brand hopes to leverage various digital trends to go big in 2020. This includes vernacular content, moment marketing, and personalisation. In conversation with Social Samosa, Abhishek Gupta tells us more about the Edelweiss Tokio marketing strategy.
Edelweiss Tokio Life has kickstarted 2020 with the #AbIndiaBachayega campaign. How do you hope for it to help the brand as a part of the Edelweiss Tokio marketing strategy?
2020 marked the beginning of a new decade and we wanted our first campaign to reflect that enthusiasm and optimism. We conventionally refrain from using negative narratives traditionally used in the sector. Thus, this campaign is fun, groovy and succinctly captures the importance of savings. Through its light-hearted tonality, it seeks to convey that financial planning can be easy and need not be as dull as often perceived.
With Abhishek Gupta, CMO, Edelweiss Tokio Life Insurance, we take a look at #AbIndiaBachayega and the Edelweiss Tokio marketing strategy for 2020.
In sync with the trend followed by BFSI brands to make the most of JFM 2020, Edelweiss Tokio Life Insurance has put forth a musically humorous campaign. The insurance brand hopes to leverage various digital trends to go big in 2020. This includes vernacular content, moment marketing, and personalisation. In conversation with Social Samosa, Abhishek Gupta tells us more about the Edelweiss Tokio marketing strategy.
Edelweiss Tokio Life has kickstarted 2020 with the #AbIndiaBachayega campaign. How do you hope for it to help the brand as a part of the Edelweiss Tokio marketing strategy?
2020 marked the beginning of a new decade and we wanted our first campaign to reflect that enthusiasm and optimism. We conventionally refrain from using negative narratives traditionally used in the sector. Thus, this campaign is fun, groovy and succinctly captures the importance of savings. Through its light-hearted tonality, it seeks to convey that financial planning can be easy and need not be as dull as often perceived.
We expect this campaign to generate interest among the millennial generation that usually prefers to have an optimum mix of short term and long term goals, with short term goals taking precedence.
The campaign videos have elements of humour and music in them. How does it help when talking about life insurance and savings?
Curating a campaign for any life insurance brand is a balancing act – we have to preserve the importance of life insurance as a savings and security tool without being grim, morbid and too serious. The route of humour and music was the most concise way to showcase that wealth creation is easy, simple and most importantly, fun.
How has the response been like for #AbIndiaBachayega so far?
Our digital films have attracted over 5 lakh impressions so far. There has been a promising interest in the product too, which is the ultimate success indicator for any campaign. Within three months of its launch, this product is contributing to more than half of our online sales.
We expect this campaign to generate interest among the millennial generation that usually prefers to have an optimum mix of short term and long term goals, with short term goals taking precedence.
The campaign videos have elements of humour and music in them. How does it help when talking about life insurance and savings?
Curating a campaign for any life insurance brand is a balancing act – we have to preserve the importance of life insurance as a savings and security tool without being grim, morbid and too serious. The route of humour and music was the most concise way to showcase that wealth creation is easy, simple and most importantly, fun.
How has the response been like for #AbIndiaBachayega so far?
Our digital films have attracted over 5 lakh impressions so far. There has been a promising interest in the product too, which is the ultimate success indicator for any campaign. Within three months of its launch, this product is contributing to more than half of our online sales.
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