Radio Mirchi and Birla Sun Life’s campaign to protect families

12 Jan,2012

By a Correspondent

 

After a TVC and launch of an independent microsite, Birla Sun Life Insurance roped in Mindshare and Radio Mirchi to spread the message of their campaign, Protection Solutions. The idea behind the campaign is to make the masses aware that their life, dreams and future are not necessarily in their control. There is always an element of the unexpected – fate – and it is best that they don’t leave dreams to fate. The objective of the campaign is to inspire people to secure their families, and not to leave their dreams to fate.

 

Mr. Ajay Kakar, Chief Marketing Officer, Financial Services, Aditya Birla Group, said: “As a brand, we believe in identifying unarticulated needs of our customers and contextualizing the role that we can play to meet these needs. 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 masses.”

 

The campaign is spread over three weeks, across eight markets and encompasses the theme of ‘safety, security and protection. Mindshare and Radio Mirchi urged people to come forward and share their stories of luck and survival.

 

Abhishek Ray, of ‘Sahib Biwi Aur Gangster’ and ‘I am Kalam’ fame and Kavita Krishnamoorthi, the versatile singer and former actress, are said to have come together to create a song that will inspire the listeners to take the necessary steps and protect their 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. This gave most family members to display various strengths to protect their families.

 

Birla Sun Life Insurance also gave away a maroon coloured band to individuals who pledged to protect their families. The idea behind the activities was to get the audiences to take a pledge to protect their families.

 

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