While Bates also handles the Tata AIG business, the development comes as AIG aims to expand its consumer offering in India beyond insurance products. The account covers all of its creative duties, including corporate and product advertising.
Madison has been selected to handle media buying and planning.
According to Bates David Enterprise chief executive officer Subhash Kamath, AIG will look to boost awareness levels in India. 'The strength of AIG as a global business is not really known," said Kamath. "It's also very critical to have an emotional bond with consumers in India."
The pitch proceeded in two stages. While five agencies are thought to have contested the initial planning stage, Publicis and Bates were eventually shortlisted for the final creative round.
Meanwhile, Bravo Asia is believed to have won a significant portion of AIA's China business following a competitive four-way pitch. Bravo Asia declined to comment, but the brief is thought to include brand strategy, along with corporate and tactical advertising. It is also expected to involve the communications push for a visit from global football giants Manchester United, expected to arrive in China in the summer.
AIA, the first foreign organisation to be granted an insurance licence in China, offers the full range of life insurance products and services.
