Birla Sun Life Insurance entrusts Taproot India with creative duties

Birla Sun Life Insurance, a part of Aditya Birla Group - Financial Services, has handed its creative duties to Taproot India following a multi-agency pitch.

JWT India, which handled the account for five years until the development, will continue to handle Birla Sun Life Mutual Fund from the group.

Ajay Kakar, CMO, Aditya Birla Group - Financial Services, said, "The insurance industry is fast evolving and taking on new dimensions. We were looking for an agency that could play the role of Lord Krishna and not just that of the army."

The pitch involved three invited agencies (and a pitch fee), besides the incumbent.

Agnello Dias, co-founder and chief creative officer, Taproot India, said, “Birla Sun Life insurance, as a brand, is very passionate about its business and operates with great clarity, sharp insights and a strong point of view. As its communication partner, we look forward to making the brand even more relevant to consumers than it is.”

“Birla Sun Life Insurance has done some brave work in the past in the insurance category. It is seen as a leader and we are very excited to work with the brand. Birla Sun Life insurance will also add a different dimension to the Taproot portfolio,” added Santosh Padhi, co-founder and chief creative officer, Taproot India.

"Despite the presence of many players in this category, a strong brand with a clear agenda will always have the opportunity to create interesting brand conversations. We are more than delighted to partner Birla Sun Life Insurance in its journey ahead," said Umesh Shrikhande, CEO, Taproot India.

On the brand's communication going forward, Kakar explained, "I regret to say that many a brand ends up speaking a completely different language with a change of agency or change of marketing person. In our case, the positioning and personality will not change. What we might see is new creative expression of the brand."

G2 handles digital duties of Aditya Birla Group - Financial Services, while M&C Saatchi is the direct agency. Mindshare handles media for the Aditya Birla Group.