New Delhi: Beginning this week, commuters in Mumbai might see visibly and heavily chained and locked motorcycles or cars outside malls, shopping outlets and parking lots with prominent placards that read: “Instead, call us”.
Similar props may also be seen at jewellery, consumer electronic and automobile showrooms across the city, sporting messages such as “We Protect Everything You Value”.
These unique messages are part of Reliance General Insurance Co. Ltd’s (RGI) new out-of-home, or so-called ambient media, marketing campaign. Ambient media campaigns are marketing activities that are carried out in a natural ambience where people are more likely to notice it. The company will also put up frames across flyovers in the city with messages saying: “We can protect everything that passes through here.”
“With this initiative, we are trying to create an artificial ambience at various consumer touch-points that will help us drive home the point that we provide insurance services and we protect everything that people value,” says K.A. Somasekharan, chief executive at RGI.
In order to apprise people about the health insurance, accident and theft covers that the company provides, RGI will also have men clad in steel armour standing or moving around crowded places. “The insight used here is that at times people go to extreme lengths to protect themselves from accidents or health hazards such as infections. The idea is to convey to them that we can protect themselves from such contigencies,” Somasekharan adds.
The campaign, according to the company, aims to educate consumers about the need for general insurance, and make them aware of the various services that it can provide.
“The general insurance sector is heavily under-penetrated in India with only around 2% people availing of such services. People know about life insurance, but they don’t know that their television sets or even travel baggage can also be insured,” says Somasekharan.
RGI offers auto, health, home, property, travel, marine and commercial insurance services.
The company, which will not disclose actual numbers, claims its revenues have grown around 200% in the past two years since its launch. “Now that we have established our services, we want to build on our brand presence among our target customers,” says Somasekharan.
The company decided to launch an “ambient media” campaign in an effort to beat clutter and educate people about its products. “We are a mass marketer, but we decided against using a mass media platform to convey our message because it would limit its effectiveness. Most general insurance companies have done corporate campaigns in the past. Such campaigns help establish the company’s name but they don’t help people in understanding what these companies do or offer,” says Bimal Nair, executive vice-president, Rediffusion DYR, the creative agency behind the campaign.
“Through this distinct promotion, we aim to cover many objectives. One, we hope it will be noticed by people because of its uniqueness. Two, it will enhance consumer awareness about our products and services,” he adds.
The campaign will start in Mumbai, but will gradually be extended to other cities.