Aditya Birla Group Promo, Case study PROTECTING THE FAITH by Lodestar UM

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Industry Insurance
Media Promo & PR, Case study
Market India
Agency Lodestar UM
Released September 2010

Credits & Description

Category: Financial Products & Services
Product/Service: INSURANCE
Date of First Appearance: Sep 22 2010
Entrant Company: LODESTAR UM, Mumbai, INDIA
Chief Operations Officer: Nandini Dias (Lodestar UM)
Media Director: Anil Goyal (Lodestar UM)
Media Supervisor: Sachin Acharekar (Lodestar UM)
Media placement: Ambient - Many Locations In Mumbai City - 22/09/10

Insights, Strategy & the Idea
India has one million Gods. Among them is Lord Ganesh revered by 850 million Hindus. It is believed that Lord Ganesh comes down to earth for 10 days after the monsoon season. This is marked by a festival that is celebrated with great enthusiasm in Mumbai. After 10 days, idols of the Lord are immersed in the Arabian Sea.
This year the first day of the festival saw unseasonal showers. A huge dampener as it’s considered inauspicious for the idols to get wet before immersion.
The Opportunity: What the city saw as a catastrophe, we saw as a unique opportunity to demonstrate that BIRLA SUNLIFE INSURANCE has a range of innovative covers for every situation
The Insight: God protects everything. This time, an insurance company had a chance to provide Him with cover.

Creative Execution
Due to the unseasonal showers all idol makers were scrambling to protect their idols. This was the trigger for the idea.
The Idea: We created custom made transparent covers for the idols to protect Lord Ganesh from getting wet.
The covers were branded with the message – We cover Everything.
The interplay of both words ‘COVER’ and EVERYTHING ‘made it unusual. The word cover in financial parlance also means ‘insurance’ and in this case also a physical cover.
We knew that we had to tread carefully. The unusual help that the brand provided made it look innovative. God is all powerful and immortal. BIRLA SUNLIFE INSURANCE appeared to be capable of covering everyone, even the Lord. We did this across a large number of idols of various shapes and sizes.

Results and Effectiveness
Over a million people witnessed BIRLA SUNLIFE INSURANCE providing an act of service to the Lord.
Company executives were sent to organizations to install covers on Lord Ganesh idols. This scheme gave them a window to approach completely new consumers. 32% of the pitches made by executives during this period were successful.
It made BIRLA synonymous with innovative covers.
It was relevant.
A great brand fit.
It was a medium used for the first time ever.
The brand became an integral part of the emotional experience
Many Indian portals came out with write ups about how Lord Ganesh was given insurance cover.