Campaign India Team
Sep 06, 2013

Birla Sun Life Insurance entrusts Taproot India with creative duties

Account moves following multi-agency pitch; incumbent JWT will continue to handle Birla Sun Life Mutual Fund

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.

Source:
Campaign India

Related Articles

Just Published

Premium
MullenLowe Lintas Group moves out of Express Towers
Premium
11 minutes ago

MullenLowe Lintas Group moves out of Express Towers

Aims to be a 'hyper-bundled' advertising agency that offers all services under one roof

Premium
Cannes Lions 2019: What Cannes wants to talk about? Quitting social media
Premium
28 minutes ago

Cannes Lions 2019: What Cannes wants to talk about? ...

Conversations at Cannes kept returning to the negative influence of social media on mental health, with other strands of the same discussion touching on harmful agency-client working relationships and the introduction of psychological "safe spaces" at work.

Premium
Cannes Lions 2019: 'Creatives need to step up' - Nick Law
Premium
34 minutes ago

Cannes Lions 2019: 'Creatives need to step up' - ...

The global chief creative offiicer at Publicis Groupe tells Cannes that creatives can't hide behind the big idea, but need to become masters of media and step up as business partners.

Premium
Cannes Lions 2019: TBWA opens the Indian metal score on day one
Premium
13 hours ago

Cannes Lions 2019: TBWA opens the Indian metal ...

The agency's 'One mindful mind' campaign for the Neurogen brain and spine institute kit bagged metals in the Health and Wellness and Print and Publishing categories