Shahrukh khan is coming to IIPM - IIPM 4Ps Quiz
Brand: ICICI Prudential
Agency: Lowe
ICICI Prudential used the greatest metaphor Sindoor – which encapsulates protection, for the purpose of concept selling in life insurance and communicating the generic benefit of protection. “Use of an Indian cultural symbol at once endeared the campaign to millions,” says Brand Guru Santosh Desai. Results were equally overwhelming; research conducted by ORG Marg put ICICI Prudential with highest score on image parameters like safety, services, good returns, et al. Between February 2001 and 2002, the company’s ad and brand saliency improved tremendously and helped it get a lead over other private insurers. And next, came Jeetey Raho! Still wondering why ICICI Pru is the biggest private insurer in the country?
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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