Future Generali India has released a set of two commercials as part of the ‘Ab Nibhao rishtedari’ campaign, which seeks to invite prospective agents to be a part of the insurance company. Created by Ogilvy & Mather, the campaign talks about how an agent with the brand builds new relations and becomes an important part of their clients’ life.
Commenting about the campaign, Abraham Alapatt, head – marketing, brand and corporate communications, Future Generali India Insurance said, “One of the biggest challenges facing life insurance companies is the recruitment and retention of productive agents. This is because, the historical stigma attached to being a life insurance agent, makes it less attractive as a career option, and keeps prospects from applying and taking up a career agency. The new campaign aims at showcasing agent-advisors as relationship builders, who literally become members of their customers’ extended families.”
Elaborating on the thought behind the campaign, he added, “The campaign is unique in that it does four things seamlessly: One, it demonstrates the benefits of becoming an FG agent; Second, it gives customers reasons to trust in and buy from an FG agent; Third, it communicates that FG is aggressively recruiting new agents; and finally, it is a natural extension of FG’s core brand idea of our services being shaguns for the good times that help our customers ‘stay blessed’ because, we are now positioning the agent as the logical ‘human shagun’ that brings joy and happiness to the lives of those they serve.”
Sumanto Chattopadhyay, executive creative director, Ogilvy & Mather said, “It's as much a consumer campaign as a recruitment campaign. A Future Generali agent is a well loved member of the community because he helps insure the happiness of the community.”
“There are other equally important things besides money that influence people when it comes to choosing a perfect career. We used this very insight for our agent recruitment campaign. Our creative idea highlighted the curious dilemma faced by Future Generali insurance agents who are not just financially successful, but extremely popular too,” added Sukesh Nayak, senior creative director, Ogilvy & Mather.