IDBI Federal Life Insuarance: Be the dad your dad never was

Ganapathy Balagopalan

Campaign details

Brand owner: IDBI Federal Life Insuarance
Agency: Ogilvy & Mather
Brand: IDBI Federal Life Insuarance
Country: India
Channels used: Internet - microsites, widgets, Point-of-purchase, in-store media, Television
Media budget: 1 - 3 million

Market background and business objectives

For the previous two years growth had been hard to come by in the life-insurance category. The economic turmoil hadn't helped the case. Private players in the market scampered for shelter and even behemoths with deep pockets found the going tough. The entire industry had been in decline, showing negative volume growth of 52.4% and 10.7% in 2010 and 2011. (See Figure 1.)

Fig. 1