Birla Sun Life Insurance: Saptapadi

M&C Saatchi

Entry Information

Category: Insurance
Country where program ran: India
Dates program started/ended: August 2011 – October 2011

Product Description:

BSLI Protection Solutions are term life insurance plans that help meet the need of financial security for one's family. These life covers are provided based on the customer's requirements, at a reasonable premium. These insurance plans are a simple and economic way of achieving one's objective of continuing to maintain a comfortable lifestyle irrespective of what the future has in store for them.

Advertiser/Client Name: Birla Sun Life Insurance
Media Channels: Direct

Strategy

Marketplace challenge:

We Indians are firm believers of karma, and strongly feel that only God can control our destiny. Hence, we don't bother insuring our own lives. This is proven by the fact that less than 15% of our population is insured, which is the lowest penetration in the world. Of this, less than 3% have a pure insurance term plan. Most Indians prefer to invest in insurance as a tax saving tool; so the challenge was to break this mindset and get them to consider the need for protection.