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‘IDBI Federal Lifesurance Whole Life’ plan creates buzz

Harsha Masand | March, 03 2015

IDBI Federal Life Insurance has rolled out a high visibility out-of-home (OOH) campaign, conceptualised by Posterscope India, the OOH agency from Dentsu Aegis Network. 

Commenting on the campaign, Haresh Nayak, Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India, said, “We are delighted with this appointment and thank the IDBI management for considering us worthy for OOH and ambient offerings. We are confident that we can add strategic value in making the IDBI brand a household name across the country.”

The campaign was executed with meticulous planning and effective consumer targeting through identification of relevant consumer touch points – media placement at key high traffic locations, arterial roads, congregation points and also near partner bank branches across all cities and appropriate media selection. The result culminated into a massive execution, entailing 350+ media units with 200+ unique artwork adaptations, multi-location printing, with all media locally evaluated and approved.

The brief was to popularise their flagship offering – ‘IDBI Federal Lifesurance Whole Life’ plan – in the market and to develop a visible and targeted campaign that would support and boost their on-ground sales. The objective of this campaign was to effectively reach out to the brand’s core target audience – males, 25-44 years, SEC A and B – across 100 locations pan India.

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