Birla Sun Life DM ANNAPRASAN by M&C Saatchi New Delhi

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ANNAPRASAN

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Industry Banking & Financial Services
Media Direct marketing
Market India
Agency M&C Saatchi New Delhi
Creative Group Head Ganapathy Ramachandran
Art Director Raghava Rao
Released November 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: BIRLA SUN LIFE INSURANCE
Product/Service: FINANCE
Agency: M&C SAATCHI DIRECT AND DIGITAL
Date of First Appearance: Nov 10 2010
Entrant Company: M&C SAATCHI DIRECT AND DIGITAL, Mumbai, INDIA
Art Director: Raghava Rao (M&C Saatchi)
Creative Group Head: Ganapathy Ramachandran (M&C Saatchi)
Chief Executive Officer: Sumantra Sengupta (M&C Saatchi)
Account Director: Shashank Patwa (M&C Saatchi)
Account Manager: Rini Mehta (M&C Saatchi)
Studio / Production Head: Prashant Raje (M&C Saatchi)
Media placement: Direct Marketing - Courier - 10th November 2010

Describe the brief/objective of the direct campaign.
Even today, Indian parents are conservative when it comes to their children's career choices. The challenge was to break this mindset so young couples could open the doors to alternate professions for their children. We wanted SHNI parents (Super High Net-worth Individuals) to call, sms or visit our website so that we could help them plan ahead for their child’s career using Children's Future Solutions from Birla Sun Life Insurance.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent parents an Annaprasan (an Indian ritual related to finding your calling in life) tray with objects that represent modern career options, which are fast gaining speed in India. The idea was to open up the old-school parents' mind to the various new career options that their child may be attracted to. The website notjobsbutpassion.com was created to allow parents to take simple aptitude tests for their kids and know more about the finances required for these new-age careers.

Explain why the creative execution was relevant to the product or service.
Annaprasan is a ritual performed by Indians, in which the infant is presented with gold coins (symbolizing wealth), a book (symbolizing learning), a pen (symbolizing career), a pot of soil (symbolizing property) and such other objects. The child's future direction and prospects in life are indicated by the object which (s)he prefers holding and playing with. Our creative execution took this ritual rooted in Indian tradition (and yet unexplored in any creative communication in India), and put a completely modern, yet very relevant twist to it, which instantly resonated with young parents.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Mail packs were sent out to 2000 SHNI (Super High Net-worth Individual) prospects and 178 (a whopping 8.9% response) of them bought a Child Plan for an Annual Premium of Rs. 70,000 each. This resulted in total revenue generation of Rs. 12.46 Million which was more than 5 times the expected response. It also helped drive traffic to the website notjobsbutpassion.com. All this, at a mail pack cost of just Rs. 1 Million.