Aviva ropes in BBDO; new brand thought in place
04 Sep 2009
BBDO will be handling the creative duties for Aviva Life Insurance, the joint venture between Dabur and UK's Aviva plc. The agency, which is Aviva's global ad agency, won the business in India without a pitch, as per the global alignment.
The assignment comes on the heels of the agency reportedly bagging the creative duties for Wrigley's Doublemint from the incumbent agency Publicis India, which had been handling the account since 2004.
The insurance company seeks to build a robust product portfolio meeting all customer lifecycle needs related to savings, retirement, investments and protection. Aviva is set to launch a new thought for its child plans -- 'Education is Insurance' -- which has been conceived by BBDO.
Globally, brand Aviva's positioning is based on 'universal desire for individual recognition', which is the brainchild of BBDO. Education is Insurance, is a thought in the same direction for the brand in India, specifically pertaining to the education of children.
Aviva has allotted Rs 20-25 crore for advertising and marketing purposes.