Mudra Connext bags IndiaFirst Life Insurance media biz

Mudra Connext has won the media mandate for IndiaFirst Life Insurance, which is a JV between Bank of Baroda, Andhra Bank and Legal and General (UK). The business will be handled out of Mumbai office.

IndiaFirst will launch nationally during the Jan-Mar 2010 quarter. It plans to initially focus on the 'bancassurance' model by leveraging its existing customer base of its promoter banks spread across 4,500 branches in the country.

On choosing Mudra Connext's appointment, Dr. P Nandagopal, MD and CEO, IndiaFirst Life Insurance said, "IndiaFirst brings together a real understanding of the Indian consumers by our promoter banks with international best practices developed by Legal and General (UK). We aim to place our costumers first in everything we do and provide products and services customized to meet the requirements of the Indian consumer. We are confident that Connext/Mudra MAX with their category experience and capabilities across all media formats will help us optimally spread our message and reach out to our customers across the country."

Pratap Bose, CEO, Mudra MAX said, "This is an important win for Connext and I am very impressed with the way it’s moving ahead. I believe our understanding of the brand priorities, coupled with our strong capabilities resulted in the win for IndiaFirst."

Commenting on the win, Manas Mishra, EVP, Mudra Connext said, "We are delighted to have the opportunity to partner IndiaFirst Life Insurance in the very first year of incorporation. Building a brand new identity and a strategic communication plan for the brand is a significant responsibility and we have a challenging quarter ahead of us. We look forward to a good 2010."