Publicis outfought competition from M&C Saatchi, McCann Erickson and BBDO to snare the account (Media, 30 March), with the campaign expected to debut in July.
The drive will see Aviva roll out its first regional B2C platform across Hong Kong, Singapore, Australia and India, after previously concentrating on B2B and product work.
It is believed that Publicis India’s existing three-year relationship with Aviva in that country played a key role in the outcome of the pitch.
“Aviva is a special relationship for Publicis in India — one that is based on solid part-nership and proven results,” explained Publicis India chief executive officer and managing director Nakul Chopra.
Regional Publicis strategist Partha Sinha, meanwhile, said that the new campaign will see a departure from typical regional work.
“Typically regional campaigns end up becoming a lowest common denominator,” said Sinha.
“This Aviva work will be a totally fresh approach where we have focused on social insights, rather than traditional consumer insights.”
M&C Saatchi remains Aviva’s B2B agency — it is unclear if the new assignment will have any impact on this relationship.
