GI Council unveils Faayde Ki Baat Campaign for Spreading Awareness About Non-Life Insurance

by Shrutee K/DNS

Mumbai: India’s statutory body for General Insurance, General Insurance Council (GI Council) unveils Faayde Ki Baat, a media and communication campaign aimed at educating and spreading awareness about non-life insurance. Together with GI Council’s 25 General Insurance, 11 Reinsurance, 2 Specialized Insurance  and 6 SAHI (Standalone Health Insurance) companies in India, Faayde Ki Baat aims to address negative perceptions around General Insurance by educating citizens about benefits that can be derived from General Insurance Covers, while expanding the industry creating an insured and protected India. 

With the onset of a more digital savvy audience, GI Council’s Faayde Ki Baat will connect with a larger demographic, through a 360-degree approach, that would include conventional and digital mediums such as television, outdoor advertising, digital, radio and PR. The insight comes from the observation that Indian consumers move from extreme invincibility to extreme fatalism on a daily basis. Therefore the objective is to drive awareness about the many benefits of General Insurance, while creating a narrative that highlights the vitality of it in our everyday lives. The campaign will include four TVCs which will be launched on the 5^th of March 2020. The campaign idea was created and conceptualized by Creative agency, Leo Burnett, who is also responsible for the radio and outdoor advertising.  Digital agency, Digitas would be executing and managing the website, social media, content marketing, influencer engagement and innovative platforms in various languages. MSL India has been roped in to build rich content for the campaign including the media outreach and strategy in multiple cities while Mindshare would assist with media buying for the campaign.

The film opens with the start of a fresh day with a sleeping protagonist outside his home who is abruptly woken up by his neighbor who asks him why he was sleeping outside early in the morning. The now furious protagonist expresses his disappointment with the building children who spent all night playing cricket while simultaneously damaging his car and house windows. To this the neighbor calmly advises his neighbor to purchase insurance that protects his property and more importantly will help him get a peaceful night’s rest.

Sharing his views on the campaign, Mr. M N Sarma, Secretary General, General Insurance Council said: “Consumers in India are either under insured or uninsured. The overall penetration of general insurance is extremely low. With Faayde Ki Baat, we are hoping to connect with the audience and promote General Insurance as a personal risk management tool.

Rajdeepak Das, MD, India & CCO, Leo Burnett South Asia said, “Indian consumers often disregard the very many benefits of General Insurance. We were persistent on making this relatable to our audience, while simultaneously educating consumers about some unknown facts with regard to General Insurance, eradicating old beliefs of the hassle and stress that comes with General Insurance. Through various platforms, we wanted to accentuate things like ‘General Insurance kisi din nahi har roz kaam ayega’ ’ assuring consumers that General Insurance is not as complicated as people think it is”

Link to the 4 TVCs - https://we.tl/t-A0Et36EXJX

Campaign Credits:

MD – India & CCO, Leo Burnett South Asia: Rajdeepak Das

MD – India & CSO, Leo Burnett South Asia: Dheeraj Sinha

COO - West: Rakesh Hinduja

Creative: NCD - Vikram Pandey, ECD – Amod Dani,

Sr. Creative Team - Mihul Bhatt & Brijesh Joshi

Account Management: EVP - Sanju Menon, VP: Aman Sheikh,

Brand Director: Hitesh Ramrakhyani

Planning & Strategy: Sr. VP Aniruddha Khandekar,

Planning Executives: Nidhi Shah, Shyam Kumar

About General Insurance Council: The General Insurance Council has been constituted under section 64C of the Insurance Act, 1938 since 2001 by the Insurance Regulatory and Development Authority of India (IRDAI). As an Association of General Insurance Companies in India which includes apart from General Insurers , Standalone Health Insurers, Reinsurers and Specialized Insurers , the General Insurance Council coordinates s the growth of the general insurance industry and supports  high quality customer service. The General Insurance Council is an important link between the Insurance Regulatory and Development Authority of India and the non-Life insurance industry. It also takes up the Industry’s issues with the Government. While the Council plays the role envisaged for it by the Insurance Act, it also facilitates overall growth for the industry in a fair and equitable manner in the best interest of all stake holders. https://www.gicouncil.in/