Have been observing life insurance advertising in India. Its interesting to see how each brand has manged to present the same product in a unique way.....
ICICI Pru: suraksha zindagi ke har kadam par - Protection
Bajaj Allianz: jaisi zaroorat vaisa insurance - Customisation
Max Newyork: Your partner for life - Partnership
Om Kotak Mahindra: jeene ki azadi - Freedom
TATA AIG: A new look at life - New perspective
Aviva: kal par control - Control
SBI life: Zindagi hai jeene ke liye (life is for living) - Live
Met Life: Have you met life today?- Playing on the brand name
HDFC Life: sar utha ke jiyo - Self reliance
Reliance: 7 assan sawaal - Simplicity
Birla Sunlife: Your dreams our commitment - Fulfilling dreams
and it goes on...check out these two new entrants:-
Bharati AXA: Mera farz - Responsibility (on air these days...quite nice)
Shriram Life: Your partner for prosperity - Prosperity
Probably this simply means that the benefits of getting yourself insured are endless! :)
7 comments:
Brilliant post - i wonder what need states are really left unfulfilled now that all of this has already been said.
I've personally liked the "child" execution for Bharti AXA - the other one seems less appealing. Of course, a personal favourite has been i-Pru. (Our very own dear ex-NCD wrote that brilliant base line "Main Kabhi Nahin retire hoonga" a long long time ago). I am, of course, slightly taken aback that the SBI Life advert didn't even feature :)
Years ago, I-Pru started off with the idea that they were a lifestage product. Which is a really great differentiator if you think about it - the brand tries to stay relevant at all of your lifestages, with an offering for every occasion you might consider an insurance product (tax saving ulips, term policies, medical benefit riders and so on)
I s'pose the question is, what are we really doing when we're buying insurance? We're putting aside money for eventualities - I can't see any advertising that's pitting insurance against the need to purchase durables or cars, for instance.
useful stuff this. Thanks!
good stuff :)
Incidently the 'Mera Farz' is not Bharti Axa but 'ING Vysya Life Insurance'. It is interesting how the brands get mixed up. I also find this respnsibility ad really nice, especially in the ' farz' context.
You seem to have missed out on India's biggest life insurance player - LIC.
Zindagi ke saath bi zindagi ke baad bi.
If you compare the 'Mein Kabhi retire nahi...' to 'Zindagi ke saath bhi...', you'll get an interesting little insight into two very different kinds of people: Selfish v/s Considerate.
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