Berkshire India, a majority owned subsidiary of Berkshire Hathaway, has appointed Metal Communications as its brand building and marketing communications partner for its Indian foray. Berkshire India is entering the insurance sales and distribution space as a corporate agent for Bajaj Allianz General Insurance.
Berkshire India will sell insurance products through its online portal berkshireinsurance.com and telemarketing channel, beginning with auto insurance. Berkshire Hathaway has a successful online and direct distribution model in the US and is looking to replicate that success in India.
Arun Balakrishnan, chief executive officer, Berkshire India, said, “We interacted with advertising agencies in India and zeroed in on Metal as the team brought in the right degree of enthusiasm backed with skill sets. We feel that building a brand in the online insurance industry requires an out of the box approach and feel that the agency would be the right partner for that.”
In its latest new business acquisition, Metal will partner with Berkshire India to build and grow the brand in the distribution of motor insurance space to begin with. The agency will be responsible for all brand building and marketing communication and services work for Berkshire India.
Ambarish Ray, vice president, Metal Communications, added, "This is a great opportunity for Metal to not only work with one of the world’s most admired companies but also tackle some unique challenges in the sector. Traditionally, insurance has been sold in India and not bought. With its direct model and best practices, Mr Buffett’s company is all set to change the game and we are thrilled to be a part of it.”