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  • Effectiveness of Ads in Insurance

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    Srideb Saha
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    This document discusses advertising and communication strategies used by Indian insurance companies. It begins by providing background on the insurance industry in India and Thailand. It then notes that private players began entering the Indian insurance market in the 2000s through joint ventures with foreign insurers. The document analyzes reasons for low insurance penetration previously in India. It proceeds to examine advertising initiatives and trends among new insurance companies, the effect of advertising on customer awareness of different companies, and shares of private and public insurers in television advertising. Finally, it concludes by outlining innovative advertising techniques used by insurance companies, such as celebrity endorsements and viral campaigns.

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    This document discusses advertising and communication strategies used by Indian insurance companies. It begins by providing background on the insurance industry in India and Thailand. It then notes that private players began entering the Indian insurance market in the 2000s through joint ventures with foreign insurers. The document analyzes reasons for low insurance penetration previously in India. It proceeds to examine advertising initiatives and trends among new insurance companies, the effect of advertising on customer awareness of different companies, and shares of private and public insurers in television advertising. Finally, it concludes by outlining innovative advertising techniques used by insurance companies, such as celebrity endorsements and viral campaigns.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    34 views11 pages

    Effectiveness of Ads in Insurance

    Uploaded by

    Srideb Saha
    This document discusses advertising and communication strategies used by Indian insurance companies. It begins by providing background on the insurance industry in India and Thailand. It then notes that private players began entering the Indian insurance market in the 2000s through joint ventures with foreign insurers. The document analyzes reasons for low insurance penetration previously in India. It proceeds to examine advertising initiatives and trends among new insurance companies, the effect of advertising on customer awareness of different companies, and shares of private and public insurers in television advertising. Finally, it concludes by outlining innovative advertising techniques used by insurance companies, such as celebrity endorsements and viral campaigns.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 11

    COMMUNICATION THROUGH ADVERTISEMENT BY INDIAN INSURANCE COMPANIES

    By

    Brotin Ganguly Manish kr. Barui Avinaba Mukherjee Srideb Saha Agastya Muni Tiwary

    ADVERTISING IN INSURANCE BACKGROUND


    First introduced into Thai society in the era of King Rama IV by a foreign company selling life insurance. Thai insurance company, the first insurance

    company in the country which was founded right after the Second World War

    Insurance in India
    British firm Oriental Life Insurance Company, 1818 Bombay Life Assurance Company in 1823, in

    Kolkata
    'The Indian Life Assurance Companies Act' was enacted in 1912

    PRIVATE PLAYERS ENTER INSURANCE MARKET


    COMPANY INDIAN PARTNER FOREIGN INSURER AREA

    Birla Sun Life


    Om Kotak HDFC-Standard Life Royal Sundaram ICICI-Prudential Max New York Life Tata-AIG ING Vysya Aviva MetLife India Bajaj Allianz AMP Sanmar SBI Life Insurance

    Aditya Birla Group


    Kotak Mahindra Finance HDFC Sundaram Finance ICICI Max India Tata Group Vysya Bank Dabur Jammu & Kashmir Bank Bajaj Auto Sanmar Group SBI

    Sun Life, Canada


    Old Mutual, South Africa Standard Life, UK Royal Sun, UK Prudential, UK New York Life, USA AIG, USA ING Insurance, Netherlands CGU Life, UK MetLife, USA Allianz AMP, Australia Cardiff, France

    Life
    Life Life Life and Non-Life Life Life Life and Non-Life Life Life Life Life & Non-Life Life Life

    Reasons for low insurance penetration


    Ineffective Distribution Poor Marketing Strategies

    Fail To Establish Brand Name


    Fail To Understand The Customer Need

    ADVERTISING INITIATIVES OF THE NEW PLAYERS


    Trend Initiatives

    Effect of Advertisement
    COMPANY LIC ICICI Prudential HDFC Standard SBI Life Birla Sun Life OM Kotak Mahindra Tata AIG Allianz Bajaj Max New York Life ING Vysya Life Dabur CGU AWARENESS LEVELS (in %) 100 70 52 25 23 20 17 12 6 4 4

    Share of Life Insurance

    Private v/s Public Insurers on TV during 2007

    CONCLUSION
    Celebrity Endorsements Innovative Punch lines Tie-ups with Bollywood Films Viral Advertising Animated Mascots Association with Indian railways

    THANK YOU

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