General Insurance Council launches ‘Faayde Ki Baat’ ad campaign

06 Mar,2020

By A Correspondent


India’s statutory body for General Insurance, the General Insurance Council (GI Council), has unveiled ‘Faayde Ki Baat’, a campaign aimed at educating and spreading awareness about non-life insurance. Together with GI Council’s 25 General Insurance, 11 Reinsurance, two Specialised Insurance  and six SAHI (Standalone Health Insurance) companies in India, the campaign aims to address negative perceptions around general insurance by educating citizens about benefits that can be derived from it.


The campaign idea has been created and conceptualised by Leo Burnett. Digital agency Digitas would be executing and managing the website, social media, content marketing, influencer engagement and innovative platforms in various languages. MSL India has been roped in to build rich content for the campaign including the media outreach and strategy in multiple cities while Mindshare would assist with media buying for the campaign.


Sharing his views on the campaign, MN Sarma, Secretary General, General Insurance Council said: “Consumers in India are either under insured or uninsured. The overall penetration of general insurance is extremely low. With Faayde Ki Baat, we are hoping to connect with the audience and promote General Insurance as a personal risk management tool.”


Added Rajdeepak Das, MD, India & CCO, Leo Burnett South Asia: “Indian consumers often disregard the very many benefits of General Insurance. We were persistent on making this relatable to our audience, while simultaneously educating consumers about some unknown facts with regard to General Insurance, eradicating old beliefs of the hassle and stress that comes with General Insurance. Through various platforms, we wanted to accentuate things like ‘General Insurance kisi din nahi har roz kaam ayega’ assuring consumers that General Insurance is not as complicated as people think it is”



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