MediaCom edges Ogilvy off India insurance work

<p>NEW DELHI: MediaCom has beaten two agencies, including Zenith </p><p>Media, for the estimated US$2 million account of Dabur-CGU, the </p><p>newest joint-venture insurance entrant in the market. </p><p><BR><BR> </p><p>The incumbent on the account, Ogilvy & Mather, has retained the creative </p><p>assignment. </p><p><BR><BR> </p><p>MediaCom won the agency of record business for media planning and buying </p><p>from O&M. </p><p><BR><BR> </p><p>Dabur-CGU, one of four joint-venture pairings between a local </p><p>corporation and an international insurance player since the Indian </p><p>Government opened the life insurance sector to private companies, </p><p>expects to launch operations in India in the next four months. </p><p><BR><BR> </p><p>MediaCom India's administrative head Ashutosh Khanna said the life </p><p>insurance landscape had become very competitive since its privatisation </p><p>late last year. </p><p><BR><BR> </p><p>"I see the fight happening at the upper end. Distribution is admittedly </p><p>important, but it won't be just a numbers game. It will be more about a </p><p>return on investment," Khanna added. </p><p><BR><BR> </p><p>"Going forward, the challenge is to develop accurate targetting of </p><p>potential consumers - high net worth individuals - via media planning, </p><p>that is, reducing wastage as well as delivering media weights in the </p><p>most cost-effective way." </p><p><BR><BR> </p>