General Insurance Council launches “Faayde Ki Baat” a 360 campaign promoting insurance awareness across the country

 Mumbai, 5^th March 2020: India’s statutory body for General Insurance, General Insurance Council (GI Council) unveils Faayde Ki Baat, a media and communication campaign aimed at educating and spreading awareness about non-life insurance. Together with GI Council’s 25 General Insurance, 11 Reinsurance, 2 Specialized Insurance  and 6 SAHI (Standalone Health Insurance) companies in India, Faayde Ki Baat aims to address negative perceptions around General Insurance by educating citizens about benefits that can be derived from General Insurance Covers, while expanding the industry creating an insured and protected India. 

 With the onset of a more digital savvy audience, GI Council’s Faayde Ki Baat will connect with a larger demographic, through a 360-degree approach, that would include conventional and digital mediums such as television, outdoor advertising, digital, radio and PR. The insight comes from the observation that Indian consumers move from extreme invincibility to extreme fatalism on a daily basis. Therefore the objective is to drive awareness about the many benefits of General Insurance, while creating a narrative that highlights the vitality of it in our everyday lives. The campaign will include four TVCs which will be launched on the 5^th of March 2020. The campaign idea was created and conceptualized by Creative agency, Leo Burnett, who is also responsible for the radio and outdoor advertising.  Digital agency, Digitas would be executing and managing the website, social media, content marketing, influencer engagement and innovative platforms in various languages. MSL India has been roped in to build rich content for the campaign including the media outreach and strategy in multiple cities while Mindshare would assist with media buying for the campaign.