Planning & Execution

Strategy:

• Bringing alive the merits of ‘protection solutions’ to mitigate financial uncertainties of individuals

• The public relations campaign focused around 3 communication pillars: Identifying the protection gaps - Educating individuals on protection requirements - Bridging the gap through need-based protection solutions

• Launch of the Protection Survey - Strengthening ABSLI’s thought leadership in the Protection category, a survey across 7 cities was launched that garnered immense visibility across publications in the country. This included a full page unpaid infographic in Economic Times Wealth.

• Series of Authored Articles - created and enhanced awareness on need-based protection solutions through authored articles in CAT A publication across 56 markets


• Leveraging Marketing Campaign - ABSLI got positive media coverage around the Launch of ABSLI’s brand new TVC- provoking you to think - What are you afraid of?

• Organised 7 Press conferences in metros & tier II markets, highlighting region-specific insights on the protection-gaps and recommended solutions accordingly, covered 15 markets through select media interactions, press release and garnered 500 clips.


• Launch of CritiShield Plan – The plan garnered mileage across the country in every prominent newspaper. Press release disseminated across 15 centres


• ABSLI Life Shield Plan was launched across 16 cities garnering media coverage across cities especially in the Tier II and III towns


• Launch of Guaranteed Milestone Plan and Income Shield Plan received mileage across countries’ eminent publications reaching out people in more than 17 cities
  
• Aditya Birla Sun Life Insurance further strengthens its protection portfolio; launches ABSLI DigiShield Plan


• Aditya Birla Sun Life Insurance expands its protection portfolio by launching Income Shield plan and promoting it in 15 cities

Effectiveness / Results

Business Outcome

• In Protection category, ABSLI successfully witnessed 52 percent surge in Number of Policies in key metros and 143 percent surge in non-metros for the period FY17-18

• ABSLI reached out to 95 million Indians in the said financial year through Press Outreach alone


• Witnessed balanced media outreach in metros and non-metros contributing to 52 percent and 48 percent respectively


• Majority of visibility in Print came from Regional Dailies (54%) followed by English Mainlines (22%), Business Dailies (20%) and finally Magazines (4%).