Ananya Saha
Nov 19, 2013

PNB MetLife makes an ‘over-the-counter’ assurance on network strength

Watch the ad film Conceptualised by McCann Erickson here

wide player in 16:9 format. Used on article page for Campaign.

PNB Metlife has launched a campaign to underline its network presence and customer centricity. The TVC conceptualised by McCann Erickson will release on 22 November in eight languages and run up to March 2014.

A film titled 'Over the counter' features multiple situations where customers struggle to get their issues resolved. A man seated at a help desk is busy speaking on the phone with home loan files stacked before him, telling the customer awaiting his attention that the agent who used to attend to him has left the job - with a hearty laugh. At a mobile store, the man at the counter seeks out information from a file before giving up, and telling the customer to ring up the call centre. His attention shifts to a young lady at the counter. A lady at a watch store tells her customer that a Kolkata warranty will work only in Kolkata. She moves on to other customers at the store. A voice over announces that this could happen with one’s life insurance policy too, and the scene shifts to a customer care executive in a PNB Metlife office. The brand makes its ‘Double Sure’ promise after the key message of PNB Metlife’s presence in over 7,000 locations is delivered.

“To differentiate our brand from the clutter in this space, we are taking the platform of customer centricity, re-assuring our customers that we are here for them with Punjab National Bank as our partner to deliver on our promise. No other brand in the insurance category has taken this platform as yet. We are a taking a holistic approach of overall customer centricity and being there for the customer under all circumstances by leveraging on our 7,000 strong branch network,” said Balachander Sekhar, chief marketing officer, PNB MetLife.

He added, “With the customer as the focal point of every decision made, PNB MetLife has now chosen to make this the core focus of the brand’s latest marketing campaign as well. In order to capitalise upon the positive brand metrics achieved post the previous campaign ‘Now Be Double Sure’, which showcased the combined strengths of MetLife, the global insurance expert and PNB, India’s leading PSU bank, PNB MetLife is taking the next step in engaging their target customer through a new campaign.”

Alok Lall, executive director, McCann Worldgroup, said, “Customer service often takes a back seat across product and service categories. We all as consumers encounter roadblocks on a day to day basis while trying to get what is duly owed to us. Be it repairs, which fall within warranty, while making claims, or post-sale service. The TVCs are set in a transactional space to showcase the lack of service that one encounters every single day. This is juxtaposed with the customer centric outlook of PNB MetLife, a life insurance partner who is always available to help.”

The TV-led campaign will straddle digital, radio and OOH. PNB MetLife defines its core target group as married males with children between 35 and 50 years of age, in the income bracket of Rs 5 to Rs 20 lakh.


Client: PNB Metlife
Creative agency: McCann Erickson
Account management: Alok Lall, Nikhlesh Jhingan, Shahbaz Shaikh, Prashant Panwar
Creative team: Mayur Hola, Sudeepa Ghosh, Kartikeya Dixit, Soumya Nagabhushan, Jeet Kalra
Account planning team: Jitender Dabas, Vibha Gupta
Production house: Little Lamb Films
Director: Bauddhayan Mukherji
Producer: Shraddha Singhvi
Executive producer: Kedhhar Barrve
Media agency: Lodestar UM

Campaign India

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