One of the major share of online activity is that of online shopping category, with new entrants coming in the category very fast. The brands in the category are striving hard to retain as well as increase their user base by enhancing the usability of the website and adding in user friendly applications. This report based on the survey done predicts what will be the future market share (brand performance) of the online shopping portal based on its sustenance, loyalty, pull and persuasion. The key attributes that are captured in to find out these metrics are TOM Brand and Ad Recall, user base etc.
3. Ad Momentux
Table of Content
Introduction .................................................................................1
Methodology .................................................................................2
Ads Tested ...................................................................................6
Detailed Findings
Ads Overall Performance ................................................................ 10
Ad Performance on the 3 Key Sub Measures.......................................... 12
Perceptual Map – Ad Effectiveness..................................................... 15
Most Recalled Ads ........................................................................ 16
Sources of Top of Mind Recall .......................................................... 18
Correct Brand Identification (with ad) ................................................ 19
Correct Slogan Identification (with ad) ............................................... 20
Ad Seen or Heard Before ................................................................ 21
Ad Performance on 11 Individual Parameters........................................ 22
Demographic Profile of Respondents .................................................. 33
Socio Economic Profile................................................................... 41
Economic Profile.......................................................................... 44
Current Usage of Brand (All Respondents)............................................ 47
Appendix Tables .......................................................................... 48
Segment Wise Tables .................................................................... 61
5. Ad Momentux
1
Introduction
The advertiser and the ad agency are often in sync on the objectives of
an ad, but they are rarely seen to agree on its achievements. The
disagreement is often about how to really measure the success of any
ad. While the advertiser invariably tends to evaluate the ad from the
‘sales’ and ‘what did it do for the brand’ angle, the ad agency often
latch on to the ‘recall’ and ‘popularity’ of the ad itself.
Therefore, any comprehensive and widely acceptable measurement of
‘effectiveness’ of an ad would undoubtedly need to take both the
angles into account. In isolation neither will make an appropriate
measure of effectiveness of an ad.
So what really makes an ad effective? And how does one define and
measure the ‘effectiveness’ of an ad?
We at JuxtConsult have managed to put together a fairly
comprehensive framework for defining an ‘effective’ ad and after
spending two exhaustive years in market research have also been able
to put together a highly practical framework to measure it as well.
Equipped with a practically workable model, we decided to measure
the effectiveness of an ad at two distinct levels:
At the overall ‘ad clutter’ level, among all the ads that a consumer
is bombarded day-in and day-out. Because this is how the consumers
receive and react to ads in real life.
At the category ‘ad clutter’ level, among the ads that compete
directly for consumer share in specific product/service categories.
The first level effectiveness of an ad (across all kind of ads) has been
captured and reported in a monitor called Ad Box OfficeTM
that tracks
and ranks the ads on their total ‘Ad Connect Quotient’. It represents
the combined effect of the creative appeal, message connect and brand
building impact of the ad. It tells you if your ad is ‘standing out’ in the
daily ad clutter and ‘connecting’ with the consumers.
The second level effectiveness of an ad (among competitive ads in the
category) has been captured and reported in a separate monitor called
Ad MomentuxTM
that tracks category’s current and intended user
ratings of individual ads through ‘live ad’ tests. These ratings are used
in calculating the ‘Ad Momentum’ of the ad, a measure that represents
the ‘audience mass’ the ad is generating is favor of the brand in the
category. It tells you if your ad is generating sufficient ‘consumer mass’
in the category for the brand to compete well.
8. Life Insurance
4
calculated based on the audience votes for the ad on all the 12 distinct
parameters that go to define the effectiveness of an ad as per our
model. It represents the combined effect of the creative appeal,
message connect and brand building impact of the ad.
The second level effectiveness of an ad (among competitive ads in the
category) is reported in Ad MomentuxTM
that tracks category’s current
and intended user ratings of individual ads on the 12 parameters
through ‘live ad’ tests. These ratings are used in calculating the ‘Ad
Momentum’ of the ad, a measure that represents the ‘consumer mass’
the ad is generating is favor of the brand in the category.
Survey methodology
The sampling for the Ad Box Office survey has been kept at a very large
10,000 plus non-panel based urban consumers who are surveyed online.
The online surveys are conducted using a leading generic portal (e-
mailers) as well as Google Ad Sense (contextual search ads).
The online survey is conducted using an e-questionnaire segmented into
three sections. A response format of ‘clicking’ a single or multiple
options among the various given options is used for most questions. For
each of these questions it is also possible for a respondent to answer
‘none’ or ‘any other’. However, all recall based answers are collected
‘unprompted’ and respondents are asked to type in the
ad/slogan/name of the brand in a ‘text box’ provided for the purpose.
For the category level ratings of ads (Ad Momentux Report),
respondents are shown the most recent ad of one of the brand tested
on ‘live’ basis (whether TVC, Print Ad, etc.). Ads from a
product/service category are shown to only those respondents who
were current or intended users (in next 6 months) of that category. To
ensure a statistically healthy representation and calculation of the
ratings for each brand reported in the Ad Momentux Report, a sample
quota of 120 responses per ad (brand) has been fixed.
To enlist complete and sincere responses, an incentive of a significant
cash prize is announced to be given to one randomly selected
respondent at the end of the each monthly survey.
The online questionnaire has been pre-tested and also timed to take
approximately 15-20 minutes for a respondent to complete depending
on the speed of comprehension and answering of the questions. The
questionnaire has been structured and designed to reduce the level of
‘respondent fatigue’ to an extent that is practically possible.
For Novemer 2007 Ad Momentux Life Insurance survey, over 1,177
unduplicated and clean responses were collected from the online
survey campaign in about 3 weeks time. The collected data was then
made representative of the urban Indian population by using
appropriate 'demographic multipliers’ using highly authentic Govt. of
India population statistics. The weights were derived using 5 highly
lifecycle, lifestyle and market consumption relevant demographic
parameters – gender, age, SEC, town class and region.
9. Ad Momentux
5
The end result is that the findings possibly represents the ‘voice’ of
over 107 million urban Indian current and intended users of life
insurance services covering almost all SEC, age, income and town
classes. The findings represent and effectively cover life insurance
consumers from all relevant SEC groups, all age groups above 12 years,
all income groups and all types of town classes (right down to 20,000
population size level towns).
Table 1: Life Insurance user population representation of the study’s
sample data for October-December 2007 quarter
Demographic Attributes
Ad Momentux
Study Respondent
Profile
(Sample –1,177)
JuxtConsult India
Online 2007
Representation
(Sample – 7,089)
Male 68% 83%
Gender
Female 33% 17%
Below 13 years Not included NA
13-18 years 6% 8%
19-24 years 25% 30%
25-35 years 39% 40%
36-45 years 21% 14%
46-55 years 8% 6%
Age Distribution
Above 55 years 2% 2%
SEC - A 19% 30%
SEC – B 32% 32%
SEC - C 29% 20%
SEC - D 10% 12%
Socio-economic
Classification
SEC - E 10% 6%
Up to 1 Lakh 25% 10%
1-5 Lakhs 24% 15%
5-30 Lakhs 25% 26%
City Type
(Population Size)
Above 30 Lakhs 25% 49%
North 20% 21%
East 9% 12%
South 30% 41%
Region-wise
Distribution
West 40% 26%
14. Life Insurance
10
Ads Overall Performance
Table 2: Ad Momentux Index
Brands Relative Index Ad Momentum Share (%)
LIC 100% 48%
ICICI Prudential Life 46% 22%
Bajaj Allianz 19% 9%
Max New York Life 13% 6%
HDFC Standard Life 12% 6%
Aviva Life 9% 4%
SBI Life 4% 2%
Bharti Axa 4% 2%
ING Vysya Life 1% 0.5%
Met Life 0.6% 0.3%
Base: 1,177
15. Ad Momentux
11
Table 3: Ad Connect Quotient
Brands Relative Index
Bajaj Allianz 100%
Aviva Life 96%
ICICI Prudential Life 95%
HDFC Standard Life 95%
Bharti Axa 81%
ING Vysya Life 74%
Max New York Life 74%
SBI Life 81%
Met Life 74%
LIC Jeevan Tarang 74%
Base: 1,177
16. Life Insurance
12
Ad Performance on the 3
Key Sub Measures
Table 4: Ad Appeal Index
Brands Ad Appeal
*
Relative Index
HDFC Standard Life 100%
Aviva Life 100%
Bajaj Allianz 100%
ICICI Prudential Life 87%
Bharti Axa 86%
SBI Life 78%
ING Vysya Life 76%
Max New York Life 86%
LIC Jeevan Tarang 78%
Met Life 76%
Base: 1,177
*
Measures the creative appeal of the ad, how much is the ad able to
stand apart, get noticed and appeal (Ad Appeal Index = Ad Recall +
Likeability + Originality + Audience Identity Connect)
17. Ad Momentux
13
Table 5: Ad Persuasion Index
Brands Ad Persuasion
†
Relative Index
Bajaj Allianz 100%
Aviva Life 93%
HDFC Standard Life 92%
Bharti Axa 91%
ICICI Prudential Life 78%
Max New York Life 72%
ING Vysya Life 70%
SBI Life 78%
Met Life 72%
LIC Jeevan Tarang 70%
Base: 1,177
†
Measures how much the ad is really understood and made ‘sense’ to
the audiences as consumers and not just as viewers (Ad Persuasion
Index = Ease of Comprehension + Message Relevance + Message
Believability)
18. Life Insurance
14
Table 6: Brand Impact Index
Brands Brand Impact
‡
Relative Index
Bajaj Allianz 100%
Aviva Life 96%
ICICI Prudential Life 95%
Bharti Axa 94%
HDFC Standard Life 78%
ING Vysya Life 74%
Max New York Life 74%
SBI Life 78%
Met Life 74%
LIC Jeevan Tarang 74%
Base: 1,177
‡
Measures how much the ad not only differentiates the brand in the
consumers minds but also how much preference does it generates for
the brand in consumer’s hearts and minds (Brand Impact Index = Brand
Differentiation + Inclination in favor of the Brand + Empathy Created
for the Brand + Impact on Brand’s quality image perception +
Stimulation of Brand Consideration)
19. Ad Momentux
15
Perceptual Map – Ad
Effectiveness
.3.2.1-.0-.1-.2-.3
.2
.1
-.2
Attribute
Brand
SBI Life
HDFC Standard Life
0.0
-.1
Brand Impact
Ad Appeal
Met Life
LIC Jeevan Tarang
ING Vysya
ICICI Prudential
Bharti Axa
Aviva
Message Connect
Max New York LifeBajaj Allianz
.3.2.1-.0-.1-.2-.3
.2
.1
-.2
Attribute
Brand
SBI Life
HDFC Standard Life
0.0
-.1
Brand Impact
Ad Appeal
Met Life
LIC Jeevan Tarang
ING Vysya
ICICI Prudential
Bharti Axa
Aviva
Message Connect
Max New York LifeBajaj Allianz
20. Life Insurance
16
Most Recalled Ads
Table 7: Top of mind ad recall
Rank Brands TOM Ad Recall
1 LIC 50%
2 ICICI Prudential Life 17%
3 Bajaj Allianz 7%
4 Max New York Life 6%
5 HDFC Standard Life 5%
6 Aviva Life 4%
7 Tata AIG 4%
8 SBI Life 2%
9 Bharti Axa 2%
10 ING Vysya Life 0.5%
11 Met Life 0.3%
12 Others 3%
Base: 1,120
21. Ad Momentux
17
Table 8: Spontaneous ad recall (3 recalls)
Rank Brands Spontaneous ad recall
1 LIC 70%
2 ICICI Prudential Life 41%
3 Tata AIG 21%
4 Bajaj Allianz 21%
5 HDFC Standard Life 17%
6 Aviva Life 13%
7 Max New York Life 13%
8 SBI Life 4%
9 Bharti Axa 3%
10 ING Vysya Life 3%
11 Met Life 3%
12 Others 7%
Base: 1,120
22. Life Insurance
18
Sources of Top of Mind
Recall
Chart 1: Mediums that TOM ad recall is attributed to
Base: 1,120
46%
28% 26%
15% 14% 12% 8% 4%
85%
0%
20%
40%
60%
80%
100%
Overall
TV Newspaper
Magazine Internet
Radio Outdoor (Hoarding/Kiosk, etc)
In-shop (Poster, Leaflet, etc) Direct mailer
Dont clearly remember
OND '07
23. Ad Momentux
19
Correct Brand Identification (with ad)
Table 9: Ads correctly identified with the brand
Brands ICICI Prudential Aviva Life Bajaj Allianz Bharti Axa HDFC Standard Max New York LIC Jeevan Tarang ING Vysya SBI Life Met Life
Correct Brand Identification 62% 57% 55% 54% 52% 48% 39% 35% 32% 18%
Incorrect Brand Identification 33% 18% 37% 34% 42% 48% 45% 59% 45% 66%
Unsure 4% 25% 8% 11% 6% 4% 16% 6% 23% 16%
Base: 1,177
24. Life Insurance
20
Correct Slogan Identification (with ad)
Table 10: Ad slogans correctly identified with the brand
Rank Brands Aviva 1 Aviva 2 Bajaj Allianz Bharti Axa HDFC Standard ICICI Prudential ING Vysya LIC Jeevan Tarang Max New York Met Life SBI Life
1 Be life confident 1% 16% 21% 54% 1% 10% 8% 9% 5% 15% 15%
2 Have you .. today? 0.6% 16% 0.1% 1% 0.1% 0.2% 0.8% 0.5% 9% 18% 0.1%
3 Jaisi zarurat waisa Insurance 37% 0.8% 55% 5% 3% 0.3% 7% 11% 0.2% 1% 3%
4 Jeete raho 0.3% 14% 0.8% 6% 0.8% 62% 7% 1% 4% 4% 6%
5 Kal Par Control 47% 9% 3% 13% 2% 3% 11% 5% 3% 9% 8%
6 Mera Farz 0.3% 0.2% 0.0% 2% 4% 0.0% 35% 0.0% 0.4% 4% 0.5%
7 Niyamit amdani aur jeevan 0.2% 0.1% 0.3% 0.0% 0.1% 0.2% 0.0% 39% 0.3% 1% 0.0%
8 Sar Utha Ke Jiyo 0.0% 6% 0.0% 2% 52% 0.7% 0.3% 6% 0.0% 23% 6%
9 With Us, You're Sure 0.2% 3% 0.1% 0.0% 1% 0.0% 0.0% 0.1% 1% 0.0% 32%
10 Your Partner For Life 1% 3% 6% 0.7% 6% 9% 17% 3% 48% 4% 2%
Base: 1,177
25. Ad Momentux
21
86%
52%
71% 74%
87%
71% 65%
72%
58%
47%
67%
7%
14%
12% 9%
8%
16% 21% 12%
20%
8%
4%
45%
30%
23%16%14%14%
5%
18%17%
34%
7%
0%
20%
40%
60%
80%
100%
Aviva Life Aviva Life 2 Bajaj
Allianz
Bharti Axa HDFC
Standard
Life
ICICI
Prudential
Life
ING Vysya
Life
LIC Jeevan
Tarang
Max New
York Life
Met Life SBI Life
Yes May be NoOND '07
Ad Seen or Heard Before
Chart 2: Viewership recall of ad
Base: 1,177
26. Life Insurance
22
Ad Performance on 11
Individual Parameters
Table 11: Most liked ads
Rank Brands Average score
4
1 SBI Life 4.5
2 Aviva Life 1 4.4
3 HDFC Standard Life 4.3
4 LIC Jeevan Tarang 4.2
5 Bharti Axa 4.1
6 ICICI Prudential Life 4.0
7 Met Life 4.0
8 Aviva Life 2 3.8
9 ING Vysya Life 3.7
10 Max New York Life 3.7
11 Bajaj Allianz 3.3
Base: 1,177
4
Average score (rating) has been taken and calculated on a scale of 5
27. Ad Momentux
23
Table 12: Ads perceived as most original
Rank Brands Average Score
5
1 Aviva Life 1 4.5
2 SBI Life 4.4
3 HDFC Standard Life 4.3
4 ING Vysya Life 4.3
5 Bharti Axa 4.2
6 ICICI Prudential Life 4.1
7 LIC Jeevan Tarang 4.1
8 Aviva Life 2 4.0
9 Bajaj Allianz 4.0
10 Met Life 4.0
11 Max New York Life 3.8
Base: 1,177
5
Average score (rating) has been taken and calculated on a scale of 5
28. Life Insurance
24
Table 13: Ads most identified with
Rank Brands Average Score
6
1 HDFC Standard Life 4.2
2 SBI Life 4.2
3 Bajaj Allianz 4.0
4 ICICI Prudential Life 4.0
5 ING Vysya Life 4.0
6 LIC Jeevan Tarang 3.8
7 Max New York Life 3.8
8 Aviva Life 2 3.7
9 Aviva Life 1 3.6
10 Met Life 3.6
11 Bharti Axa 3.4
Base: 1,177
6
Average score (rating) has been taken and calculated on a scale of 5
29. Ad Momentux
25
Table 14: Ads most easily understood
Rank Brands Average Score
7
1 SBI Life 4.9
2 HDFC Standard Life 4.8
3 Aviva Life 1 4.7
4 ING Vysya Life 4.5
5 Bajaj Allianz 4.4
6 Bharti Axa 4.4
7 ICICI Prudential Life 4.4
8 LIC Jeevan Tarang 4.4
9 Max New York Life 4.4
10 Met Life 4.4
11 Aviva Life 2 4.0
Base: 1,177
7
Average score (rating) has been taken and calcul ated on a scale of 5
30. Life Insurance
26
Table 15: Ads perceived as most relevant (to current needs)
Rank Brands Average Score
8
1 Bajaj Allianz 4.2
2 Aviva Life 1 4.1
3 Aviva Life 2 4.1
4 HDFC Standard Life 4.0
5 LIC Jeevan Tarang 4.0
6 Bharti Axa 3.9
7 ING Vysya Life 3.9
8 Max New York Life 3.9
9 Met Life 3.9
10 ICICI Prudential Life 3.8
11 SBI Life 3.4
Base: 1,177
8
Average score (rating) has been taken and calcul ated on a scale of 5
31. Ad Momentux
27
Table 16: Most convincing (believable) ads
Rank Brands Average Score
9
1 HDFC Standard Life 4.8
2 SBI Life 4.7
3 Aviva Life 1 4.5
4 Bharti Axa 4.4
5 ING Vysya Life 4.4
6 Bajaj Allianz 4.3
7 Met Life 4.3
8 ICICI Prudential Life 4.2
9 LIC Jeevan Tarang 4.2
10 Aviva Life 2 4.1
11 Max New York Life 4.1
Base: 1,177
9
Average score (rating) has been taken and calcul ated on a scale of 5
32. Life Insurance
28
Table 17: Ads differentiating the brand the most
Rank Brands Average Score
10
1 ING Vysya Life 4.2
2 Aviva Life 1 4.1
3 HDFC Standard Life 4.1
4 Met Life 4.1
5 Bajaj Allianz 4.0
6 Bharti Axa 4.0
7 LIC Jeevan Tarang 4.0
8 Max New York Life 4.0
9 Aviva Life 2 3.9
10 ICICI Prudential Life 3.9
11 SBI Life 3.7
Base: 1,177
10
Average score (rating) has been taken and calcul ated on a scale of 5
33. Ad Momentux
29
Table 18: Ads creating most positive brand impression
Rank Brands Average Score
11
1 ICICI Prudential Life 4.3
2 SBI Life 4.3
3 Aviva Life 1 4.2
4 Bharti Axa 4.2
5 HDFC Standard Life 4.2
6 LIC Jeevan Tarang 4.2
7 ING Vysya Life 4.1
8 Met Life 3.9
9 Aviva Life 2 3.8
10 Max New York Life 3.8
11 Bajaj Allianz 3.7
Base: 1,177
11
Average score (rating) has been taken and calcul ated on a scale of 5
34. Life Insurance
30
Table 19: Ads enhancing brand quality perceptions the most
Rank Brands Average Score
12
1 HDFC Standard Life 4.4
2 SBI Life 4.4
3 Aviva Life 1 4.3
4 Bajaj Allianz 4.3
5 LIC Jeevan Tarang 4.3
6 Aviva Life 2 4.2
7 ICICI Prudential Life 4.2
8 Met Life 4.2
9 Bharti Axa 4.1
10 ING Vysya Life 4.1
11 Max New York Life 4.1
Base: 1,177
12
Average score (rating) has been taken and calcul ated on a scale of 5
35. Ad Momentux
31
Table 20: Most emotionally connecting ads
Rank Brands Average Score
13
1 ING Vysya Life 4.5
2 Aviva Life 1 4.3
3 HDFC Standard Life 4.2
4 SBI Life 4.2
5 Aviva Life 2 4.1
6 Bajaj Allianz 4.0
7 Bharti Axa 4.0
8 ICICI Prudential Life 4.0
9 LIC Jeevan Tarang 4.0
10 Max New York Life 3.8
11 Met Life 3.8
Base: 1,177
13
Average score (rating) has been taken and calcul ated on a scale of 5
36. Life Insurance
32
Table 21: Ads creating brand consideration the most (building brand
preferences)
Rank Brands Average Score
14
1 Aviva Life 1 3.9
2 ICICI Prudential Life 3.9
3 ING Vysya Life 3.9
4 HDFC Standard Life 3.8
5 Bajaj Allianz 3.7
6 Met Life 3.7
7 LIC Jeevan Tarang 3.6
8 Aviva Life 2 3.4
9 Bharti Axa 3.4
10 Max New York Life 3.2
11 SBI Life 3.2
Base: 1,177
14
Average score (rating) has been taken and calcul ated on a scale of 5
39. Ad Momentux
35
Demographic Profile of
Respondents
Chart 4: Age group distribution of respondents
Base: 1,177
6%
21%
8%
2%
25%
39%
0%
20%
40%
Overall
13-18 years 19-24 years 25-35 years
36-45 years 46-55 years Above 55 years
OND '07
40. Life Insurance
36
Chart 5: City class - by population size
Base: 1,177
OND '07
25% 24% 25%25%
0%
20%
40%
Overall
Upto 1 Lakh 1-5 Lakhs 5-30 Lakhs Avove 30 Lakhs
41. Ad Momentux
37
Chart 6: City class - by market size
Base: 1,177
OND '07
27%
11%
7%
0%
10%
20%
30%
40%
50%
Overall
Metro Urban uptowns Emerging Towns Others
43. Ad Momentux
39
Chart 7: Region-wise break-ups
Base: 1,177
OND '07
20%
9%
40%
30%
0%
10%
20%
30%
40%
50%
Overall
North East South West
44. Life Insurance
40
Native Language of Respondents
Table 23: Top 10 languages
Rank Languages Overall
1 HIndi 24%
2 Marathi 19%
3 Tamil 8%
4 Telugu 7%
5 Kannada 7%
6 Malayalam 6%
7 Gujarati 6%
8 Bengali 5%
9 Urdu 4%
10 English 3%
Base: 1,177
45. Ad Momentux
41
Socio Economic Profile
Chart 8: Socio economic classification
Base: 1,177
OND '07
19%
32%
10% 10%
29%
0%
10%
20%
30%
40%
Overall
SEC - A SEC - B SEC - C SEC - D SEC - E
46. Life Insurance
42
Chart 9: Socio economic classification
Base: 1,177
OND '07
12%
22%
19%
47%
0%
10%
20%
30%
40%
50%
Overall
Up to SSC/HSC College but not Graduate
Graduate & above-general stream Graduate & above-professional
47. Ad Momentux
43
Chart 10: Occupational breakup
Base: 1,177
OND '07
21%
7%
13%
4%
14%
34%
7%
0%
10%
20%
30%
40%
Overall
Jr level salaried emp Sr level salaried emp Self Employed Businessmen
Student Housewife Others
48. Life Insurance
44
Economic Profile
Chart 11: Monthly family income
Base: 1,177
47%
34%
12%
7%
0%
20%
40%
60%
Overall
Upto Rs. 10K 10-30K 30-50K Above 50K
OND '07
49. Ad Momentux
45
Chart 12: Most expensive vehicle owned by the household
Base: 1,177
16%
30%
7%
0%
10%
20%
30%
40%
Overall
2 Wheeler 4 Wheeler Others Don't own a vehicle
OND '07
50. Life Insurance
46
Chart 13: Ownership of credit cards (individually)
Base: 1,177
69%
31%
0%
20%
40%
60%
80%
Overall
Don't own a credit card Own a Credit Card
OND '07
51. Ad Momentux
47
Current Usage of Brand (All
Respondents)
Table 24: Brands currently used by respondents
Rank Brands % Respondents
1 LIC 69%
2 ICICI Prudential Life 10%
3 Bajaj Allianz 8%
4 HDFC Standard Life 5%
5 Tata AIG 5%
6 Aviva Life 4%
7 Max New York Life 3%
8 SBI Life 2%
9 Met Life 0.7%
10 ING Vysya Life 0.6%
11 Bharti Axa 0.4%
12 Others 0.2%
Base: 893
53. 49
Table 1: Likeability rating of the ads
Likeability
Absolutely love
the ad
Like it very
much
Neither hate it
nor like it
Don't like it
much
Absolutely hate
the ad
TOP2 BOTTOM2
Aviva Life 1 58% 32% 5% 5% 0.3% 90% 5%
Aviva Life 2 24% 34% 41% 1% 0.7% 57% 2%
Bajaj Allianz 14% 36% 15% 34% 1% 50% 35%
Bharti Axa 29% 54% 15% 2% 0.1% 83% 2%
HDFC Standard Life 53% 30% 10% 7% 0.0% 83% 7%
ICICI Prudential Life 38% 44% 8% 0.9% 9% 82% 10%
ING Vysya Life 25% 45% 16% 2% 12% 70% 14%
LIC Jeevan Tarang 43% 41% 12% 2% 3% 83% 5%
Max New York Life 12% 51% 36% 2% 0.0% 63% 2%
Met Life 42% 24% 27% 3% 4% 66% 7%
SBI Life 61% 28% 10% 1% 0.5% 88% 2%
54. 50
Table 2: Audience identification rating of the ads
Audience
Identification
Its just
made for
me
I somewhat relate to
what is said in the
ad
I can't make out if
the ad is meant for
me or not
I don't really
relate to what is
said in the ad
It is definitely
not for me
TOP2 BOTTOM2
Aviva Life 1 9% 65% 13% 5% 8% 74% 13%
Aviva Life 2 33% 45% 3% 2% 18% 78% 20%
Bajaj Allianz 23% 63% 7% 3% 5% 86% 8%
Bharti Axa 18% 45% 13% 7% 17% 63% 24%
HDFC Standard Life 31% 64% 4% 0.8% 0.4% 95% 1%
ICICI Prudential Life 34% 47% 13% 2% 4% 81% 7%
ING Vysya Life 29% 53% 8% 8% 3% 82% 11%
LIC Jeevan Tarang 23% 58% 5% 7% 7% 81% 14%
Max New York Life 8% 74% 13% 4% 0.9% 82% 5%
Met Life 14% 61% 5% 14% 7% 75% 20%
SBI Life 44% 45% 2% 3% 6% 89% 9%
55. 51
Table 3: Origanility rating of the ads
Origanility
It is highly
original & unique
It is only somewhat
original & unique
I can't say
for sure
It is a fairly usual
& ordinary ad
It is an utterly
common & ordinary
ad
TOP2 BOTTOM2
Aviva Life 1 60% 28% 11% 0.5% 0.0% 89% 0.5%
Aviva Life 2 43% 18% 36% 1% 2% 61% 3%
Bajaj Allianz 38% 33% 25% 3% 2% 71% 4%
Bharti Axa 51% 22% 26% 1% 0.1% 73% 1%
HDFC Standard Life 58% 23% 15% 2% 2% 81% 4%
ICICI Prudential Life 43% 32% 17% 8% 0.9% 75% 9%
ING Vysya Life 62% 16% 12% 9% 0.8% 78% 10%
LIC Jeevan Tarang 47% 32% 16% 0.8% 5% 78% 6%
Max New York Life 35% 23% 33% 3% 7% 58% 9%
Met Life 38% 33% 24% 5% 0.7% 71% 5%
SBI Life 66% 15% 10% 10% 0.0% 81% 10%
56. 52
Table 4: Comprehensibility rating of the ads
Comprehensibility
Clearly &
easily
understood it
More or
less got
the idea
Not too sure if I
understood it
correctly
Don't think I
understood what
the ad meant
It definitely &
absolutely went
over my head
TOP2 BOTTOM2
Aviva Life 1 79% 18% 3% 0.2% 0.2% 96% 0.3%
Aviva Life 2 60% 16% 1% 7% 16% 76% 23%
Bajaj Allianz 53% 39% 3% 5% 0.8% 92% 6%
Bharti Axa 58% 33% 0.4% 6% 2% 91% 9%
HDFC Standard Life 86% 10% 2% 2% 0.8% 96% 3%
ICICI Prudential Life 67% 17% 9% 7% 0.0% 84% 7%
ING Vysya Life 63% 27% 9% 0.2% 1% 90% 1%
LIC Jeevan Tarang 65% 18% 9% 5% 3% 83% 8%
Max New York Life 62% 27% 1% 10% 0.4% 89% 10%
Met Life 66% 21% 5% 3% 5% 87% 8%
SBI Life 94% 4% 0.2% 0.0% 2% 98% 2%
57. 53
Table 5: Persuasiveness/believability rating of the ads
Persuasiveness/
Believability
Absolutely
convinced
about the
brands claimed
Find it more
or less
believable
Can't decide
whether to
believe or not
Really don't
believe whats
said, can't be
trusted
Find it absolutely
unconvincing &
unbelievable
TOP2 BOTTOM2
Aviva Life 1 65% 23% 11% 0.3% 0.2% 88% 0.5%
Aviva Life 2 42% 25% 32% 0.7% 0.6% 67% 1%
Bajaj Allianz 47% 42% 7% 0.8% 3% 89% 4%
Bharti Axa 52% 34% 13% 0.6% 0.8% 86% 2%
HDFC Standard Life 81% 17% 3% 0.1% 0.0% 97% 0.1%
ICICI Prudential Life 52% 33% 0.2% 14% 2% 85% 15%
ING Vysya Life 56% 31% 12% 0.5% 0.2% 87% 0.7%
LIC Jeevan Tarang 51% 24% 19% 5% 2% 75% 7%
Max New York Life 32% 49% 17% 2% 0.0% 81% 2%
Met Life 51% 30% 14% 5% 0.6% 80% 5%
SBI Life 74% 22% 2% 0.3% 2% 96% 2%
58. 54
Table 6: Brand inclination rating of the ads
Brand Inclination
Fallen in love
with the brand
Created a soft
spot for the
brand
Didn't create any
impression/likeness
towards brand
Dislike the
brand after
seeing the ad
Absolutely
hate the
brand now
TOP2 BOTTOM2
Aviva Life 1 39% 41% 19% 0.2% 0.6% 80% 0.8%
Aviva Life 2 14% 51% 35% 0.7% 0.0% 65% 0.7%
Bajaj Allianz 13% 54% 28% 4% 0.7% 67% 5%
Bharti Axa 28% 61% 10% 1% 0.0% 89% 1%
HDFC Standard Life 27% 68% 5% 0.0% 0.1% 95% 0.1%
ICICI Prudential Life 50% 37% 8% 0.0% 5% 87% 5%
ING Vysya Life 27% 60% 13% 0.0% 0.5% 86% 0.5%
LIC Jeevan Tarang 38% 49% 13% 0.3% 0.0% 87% 0.3%
Max New York Life 13% 61% 25% 0.1% 1% 74% 1%
Met Life 23% 56% 14% 3% 3% 80% 6%
SBI Life 35% 61% 4% 0.0% 0.0% 96% 0.0%
59. 55
Table 7: Empathy rating of the ads
Empathy Created
Ad really touched
me very deeply &
emotionally
It tickled me
positively
It left me cold,
didn't trigger any
emotion
I found ad
fairly
depressing
I found the ad
absolutely
repulsive
TOP2 BOTTOM2
Aviva Life 1 53% 27% 12% 8% 0.0% 80% 8%
Aviva Life 2 37% 35% 25% 2% 1% 72% 3%
Bajaj Allianz 23% 61% 11% 1% 4% 84% 6%
Bharti Axa 27% 58% 7% 6% 2% 86% 8%
HDFC Standard Life 43% 47% 4% 6% 0.8% 89% 7%
ICICI Prudential Life 24% 63% 1% 12% 0.0% 86% 12%
ING Vysya Life 59% 32% 7% 0.4% 2% 91% 2%
LIC Jeevan Tarang 40% 32% 19% 8% 0.1% 73% 8%
Max New York Life 19% 51% 21% 9% 0.1% 69% 10%
Met Life 19% 62% 6% 9% 4% 81% 13%
SBI Life 43% 40% 14% 2% 0.4% 83% 3%
60. 56
Table 8: Brand differentiation rating of the ads
Brand
Differentiation
I see the brand
as highly diff.
from its
competition
I see the brand as
somewhat diff.
from its
competition
Can't say
anything
with surety
I hardly see the
brand as diff.
from its
competition
I don't see the
brand as diff. from
its competition at
all
TOP2 BOTTOM2
Aviva Life 1 45% 32% 13% 9% 0.4% 78% 9%
Aviva Life 2 37% 21% 41% 0.5% 0.3% 58% 0.7%
Bajaj Allianz 34% 45% 15% 3% 4% 79% 7%
Bharti Axa 31% 41% 26% 1% 1% 72% 2%
HDFC Standard Life 43% 32% 20% 3% 2% 75% 5%
ICICI Prudential Life 45% 17% 24% 13% 1% 62% 14%
ING Vysya Life 50% 26% 20% 0.6% 3% 77% 3%
LIC Jeevan Tarang 30% 45% 22% 1% 3% 75% 4%
Max New York Life 30% 41% 27% 2% 0.3% 71% 3%
Met Life 44% 25% 29% 0.9% 1% 69% 2%
SBI Life 42% 28% 4% 4% 21% 70% 25%
61. 57
Table 9: Message Relevance rating of the ads
Message Relevance
Precisely
reflects my
current need
& is highly
relevant
Somewhat
reflects my
current need & is
relevant
Can' say
anything
with surety
Hardly reflects
my current need
& is not very
relevant
Doesn't reflect my
current need at all
& highly irrelevant
TOP2 BOTTOM2
Aviva Life 1 52% 14% 29% 2% 3% 66% 5%
Aviva Life 2 41% 29% 29% 0.5% 0.0% 70% 0.5%
Bajaj Allianz 41% 46% 9% 3% 2% 87% 5%
Bharti Axa 33% 26% 38% 3% 0.4% 59% 3%
HDFC Standard Life 45% 21% 26% 3% 5% 66% 8%
ICICI Prudential Life 17% 50% 31% 0.4% 2% 67% 3%
ING Vysya Life 40% 25% 27% 2% 7% 65% 8%
LIC Jeevan Tarang 46% 25% 16% 6% 7% 71% 13%
Max New York Life 22% 52% 24% 2% 0.2% 74% 2%
Met Life 38% 25% 31% 6% 0.2% 63% 7%
SBI Life 30% 32% 13% 6% 21% 61% 26%
62. 58
Table 10: Image impact rating of the ads
Image Impact
Dramatically
improved the
image of brand
in my eyes
Marginally
improved the
image of the
brand in my eyes
Didn't improve
the image of
the brand in
my eyes at all
Marginally
deteriorated the
image of the brand
in my eyes
Dramatically
deteriorated the
image of the brand
in my eyes
TOP2 BOTTOM2
Aviva Life 1 46% 36% 18% 0.3% 0.0% 82% 0.3%
Aviva Life 2 43% 34% 23% 0.0% 0.0% 77% 0.0%
Bajaj Allianz 38% 51% 9% 0.5% 0.7% 90% 1%
Bharti Axa 44% 41% 6% 0.7% 8% 85% 9%
HDFC Standard Life 48% 48% 2% 0.0% 2% 96% 2%
ICICI Prudential Life 55% 27% 9% 7% 2% 82% 10%
ING Vysya Life 41% 41% 10% 6% 2% 82% 8%
LIC Jeevan Tarang 54% 34% 3% 7% 2% 87% 9%
Max New York Life 22% 62% 15% 0.3% 0.4% 84% 0.6%
Met Life 43% 39% 14% 2% 1% 82% 4%
SBI Life 60% 26% 11% 0.4% 2% 86% 3%
63. 59
Table 11: Brand preference creation rating of the ads
Brand Preference
Creation
Most certainly
buy this brand
only
Most certainly try
out this brand as
well
May try out
this brand
Unlikely to try
out this brand
Most certainly not
buy this brand at all
TOP2 BOTTOM2
Aviva Life 1 51% 7% 26% 17% 0.0% 57% 17%
Aviva Life 2 31% 20% 27% 7% 15% 51% 22%
Bajaj Allianz 29% 16% 47% 7% 0.9% 45% 8%
Bharti Axa 19% 26% 36% 12% 7% 45% 18%
HDFC Standard Life 32% 16% 50% 1% 0.8% 48% 2%
ICICI Prudential Life 18% 51% 31% 0.4% 0.0% 69% 0.4%
ING Vysya Life 34% 29% 36% 2% 0.0% 62% 2%
LIC Jeevan Tarang 27% 17% 48% 5% 3% 44% 8%
Max New York Life 14% 14% 59% 3% 9% 29% 13%
Met Life 25% 32% 34% 8% 0.6% 57% 9%
SBI Life 19% 28% 28% 0.9% 24% 47% 25%
64. 60
Table 12: Elements liked in the ad
Elements Liked In The Ad
Aviva Life
Insurance
Aviva Life 2
Insurance
Bajaj
Allianz
Bharti
Axa
HDFC Standard
Life Insurance
ICICI Prudential
Life Insurance
ING Vysya
Life
LIC Jeevan Tarang
Life Insurance
Max New York
Life Insurance
Met
Life
SBI
Life
Message is highly relevant for me 55% 43% 36% 38% 39% 61% 34% 42% 39% 54% 37%
Ad conveys the message in a very
interesting way
37% 59% 27% 56% 57% 43% 53% 44% 58% 47% 71%
Benefit offered by the brand is
appealing
21% 29% 28% 25% 56% 24% 45% 44% 30% 60% 56%
Idea is very differet, original &
unique
27% 15% 55% 29% 52% 31% 60% 50% 35% 63% 72%
Models/actors used are my
favorites
29% 6% 2% 16% 17% 7% 19% 13% 12% 11% 20%
Love background music/jingle in
the ad
23% 15% 11% 20% 36% 17% 18% 21% 49% 29% 22%
Ad completely involves me 18% 19% 5% 20% 25% 23% 35% 15% 18% 16% 49%
Not applicable 5% 0.0% 4% 0.2% 0.7% 0.0% 0.0% 0.0% 3% 2% 10%
66. 62
Table 13: Likeability
Male Female 13-18 19-24 25-35 36-45 46-55 >55 years
LIC Jeevan Tarang
Policy
ICICI
Prudential
Bharti Axa Bajaj
Allianz
LIC Jeevan
Tarang
ICICI
Prudential
LIC Jeevan
Tarang
HDFC
Standard
ICICI Prudential
Life Insurance
Bajaj
Allianz
Max New
York Life
Bharti Axa
ICICI
Prudential
LIC Jeevan
Tarang
Aviva Life
Insurance
LIC Jeevan
Tarang
Aviva Life
Insurance
Max New
York Life
HDFC
Standard
ICICI
Prudential
Aviva Life
Insurance
HDFC
Standard
Max New
York Life
ICICI
Prudential
HDFC Standard
Life Insurance
Tata AIG
Met Life
Insurance
Max New
York Life
SBI Life
Insurance
Max New
York Life
SBI Life
Insurance
Aviva Life
Insurance
Bharti Axa
LIC
Jeevan
LIC Jeevan
Tarang
HDFC
Standard
Bharti Axa
Aviva Life
Insurance
ICICI
Prudential
Max New
York Life
SBI Life Insurance Bharti Axa
Aviva Life
Insurance
LIC Jeevan
Tarang
HDFC
Standard
Tata AIG
HDFC
Standard
Bajaj
Allianz
Max New York
Life Insurance
SBI Life
Insurance
Bajaj
Allianz
Aviva Life
Insurance
Tata AIG
SBI Life
Insurance
Bajaj
Allianz
SBI Life
Insurance
ING Vysya Life
Insurance
Aviva Life
Insurance
-
ING Vysya
Life
Bajaj
Allianz
Bharti Axa
ING Vysya
Life
-
Bajaj Allianz
HDFC
Standard
-
Met Life
Insurance
ING Vysya
Life
Bajaj
Allianz
Met Life
Insurance
-
Met Life Insurance ING Vysya
Life
- SBI Life
Insurance
Max New
York Life
ING Vysya
Life
Bharti Axa -
Tata AIG Met Life - Tata AIG Met Life Met Life - -
67. 63
Table 14: Likeability
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler
Four
wheeler
Don't own
any vehicle
LIC Jeevan Tarang
Policy
ICICI
Prudential
LIC Jeevan
Tarang Policy
ICICI
Prudential
ING Vysya
Life
ICICI
Prudential
HDFC
Standard Life
Bharti Axa
ICICI Prudential
Life Insurance
LIC Jeevan
Tarang
Aviva Life
Insurance
Bharti Axa
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
SBI Life Insurance
Max New
York Life
Bharti Axa
Met Life
Insurance
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
Bajaj Allianz
HDFC Standard
Life Insurance
Bajaj
Allianz
SBI Life
Insurance
LIC Jeevan
Tarang Policy
Max New
York Life
SBI Life
Insurance
Max New
York Life
ICICI
Prudential
Bharti Axa
HDFC
Standard
HDFC
Standard Life
Bajaj Allianz Bajaj Allianz
HDFC
Standard Life
ICICI
Prudential
Tata AIG
Aviva Life
Insurance
Aviva Life
Insurance
Tata AIG Tata AIG Bharti Axa Bharti Axa
SBI Life
Insurance
Max New
York Life
Max New York Life
Insurance
Bharti Axa
Max New
York Life
SBI Life
Insurance
ICICI
Prudential
Bajaj Allianz Bajaj Allianz
Met Life
Insurance
Bajaj Allianz
SBI Life
Insurance
ICICI
Prudential
HDFC
Standard Life
Tata AIG
ING Vysya
Life
ING Vysya
Life
Aviva Life
Insurance
ING Vysya Life
Insurance
ING Vysya
Life
Bajaj Allianz
Max New
York Life
HDFC
Standard Life
Max New
York Life
Bharti Axa
SBI Life
Insurance
Met Life Insurance
Met Life
Insurance
ING Vysya
Life
Aviva Life
Insurance
Met Life
Insurance
Tata AIG
Met Life
Insurance
ING Vysya
Life
Tata AIG Tata AIG
Met Life
Insurance
- -
Met Life
Insurance
Tata AIG
HDFC
Standard Life
68. 64
Table 15: Likeability
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs
Above 10
Lakhs
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
ICICI
Prudential
ICICI
Prudential
ICICI
Prudential
ICICI
Prudential
LIC Jeevan
Tarang Policy
HDFC Standard Life
Insurance
Aviva Life
Insurance
Max New
York Life
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
Bharti Axa Bharti Axa
HDFC
Standard Life
SBI Life Insurance
ICICI
Prudential
Bharti Axa Bharti Axa
Aviva Life
Insurance
SBI Life
Insurance
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
LIC Jeevan Tarang
Policy
HDFC
Standard Life
ICICI
Prudential
SBI Life
Insurance
ING Vysya
Life
Max New
York Life
HDFC
Standard Life
Bajaj Allianz
Bajaj Allianz
ING Vysya
Life
Tata AIG Bajaj Allianz Bharti Axa
LIC Jeevan
Tarang Policy
SBI Life
Insurance
ICICI
Prudential
ICICI Prudential
Life Insurance
Met Life
Insurance
Bajaj Allianz
Max New
York Life
Bajaj Allianz Bajaj Allianz
Aviva Life
Insurance
Max New
York Life
Met Life Insurance
Max New
York Life
ING Vysya
Life
HDFC
Standard Life
Max New
York Life
Aviva Life
Insurance
Bajaj Allianz Tata AIG
ING Vysya Life
Insurance
Bharti Axa
HDFC
Standard Life
Aviva Life
Insurance
SBI Life
Insurance
HDFC
Standard Life
ING Vysya
Life
SBI Life
Insurance
Bharti Axa
SBI Life
Insurance
Aviva Life
Insurance
ING Vysya
Liferance
Tata AIG Tata AIG
Met Life
Insurance
Bharti Axa
Max New York Life
Insurance
Bajaj Allianz
Met Life
Insurance
Met Life
Insurance
HDFC
Standard Life
ING Vysya
Life
Max New
York Life
Met Life
Insurance
Tata AIG - SBI Life Tata AIG Met Life Met Life - ING Vysya
69. 65
Table 16: Audience identification
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang
Policy
ICICI
Prudential
Bharti Axa Bajaj Allianz
Aviva Life
Insurance
Bajaj Allianz
LIC Jeevan
Tarang Policy
HDFC
Standard Life
ICICI Prudential
Life Insurance
Max New
York Life
Max New
York Life
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
ICICI
Prudential
ICICI
Prudential
LIC Jeevan
Tarang Policy
HDFC Standard Life
Insurance
Bajaj Allianz
ICICI
Prudential
HDFC
Standard Life
SBI Life
Insurance
HDFC
Standard Life
Max New
York Life
ICICI
Prudential
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
HDFC
Standard Life
ICICI
Prudential
ICICI
Prudential
LIC Jeevan
Tarang Policy
Tata AIG
Max New
York Life
Bajaj Allianz
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
Met Life
Insurance
Max New
York Life
Aviva Life
Insurance
HDFC
Standard Life
Aviva Life
Insurance
SBI Life Insurance Bharti Axa Bajaj Allianz
Max New
York Life
Bharti Axa
Met Life
Insurance
SBI Life
Insurance
SBI Life
Insurance
Bharti Axa
Met Life
Insurance
Met Life
Insurance
Aviva Life
Insurance
HDFC
Standard Life
SBI Life
Insurance
Bajaj Allianz -
Max New York Life
Insurance
Tata AIG
Aviva Life
Insurance
Bharti Axa Tata AIG
Max New
York Life
Aviva Life
Insurance
-
ING Vysya Life
Insurance
SBI Life
Insurance
-
ING Vysya
Life
Bajaj Allianz Bharti Axa Bharti Axa -
Met Life Insurance
HDFC
Standard Life
-
SBI Life
Insurance
ING Vysya
Life
ING Vysya
Life
ING Vysya
Life
-
Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Met Life -
70. 66
Table 17: Audience identification
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler
Four
wheeler
Don't own
any vehicle
LIC Jeevan Tarang
Policy
ICICI
Prudential
Aviva Life
Insurance
Bajaj Allianz
ING Vysya
Life
ICICI
Prudential
HDFC
Standard Life
Bharti Axa
SBI Life Insurance
LIC Jeevan
Tarang Policy
HDFC
Standard Life
ICICI
Prudential
ICICI
Prudential
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
ICICI
Prudential
ICICI Prudential
Life Insurance
Max New
York Life
Bajaj Allianz Bharti Axa
LIC Jeevan
Tarang Policy
HDFC
Standard Life
LIC Jeevan
Tarang Policy
Met Life
Insurance
HDFC Standard Life
Insurance
Bajaj Allianz
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
Max New
York Life
Aviva Life
Insurance
Max New
York Life
Max New
York Life
Met Life Insurance
HDFC
Standard Life
SBI Life
Insurance
Met Life
Insurance
Aviva Life
Insurance
SBI Life
Insurance
ICICI
Prudential
LIC Jeevan
Tarang Policy
Max New York Life
Insurance
Aviva Life
Insurance
ICICI
Prudential
Tata AIG Bajaj Allianz Bajaj Allianz
SBI Life
Insurance
Bajaj Allianz
Aviva Life
Insurance
Bharti Axa Bharti Axa
SBI Life
Insurance
Bharti Axa
ING Vysya
Life
Tata AIG
Aviva Life
Insurance
Bharti Axa
SBI Life
Insurance
Tata AIG
HDFC
Standard Life
Tata AIG
Max New
York Life
Bajaj Allianz Tata AIG
Bajaj Allianz
ING Vysya
Life
Met Life
Insurance
Aviva Life
Insurance
Met Life
Insurance
Bharti Axa
ING Vysya
Life
SBI Life
Insurance
ING Vysya Life
Insurance
Tata AIG
Max New
York Life
Max New
York Life
HDFC
Standard Life
Tata AIG Bharti Axa
HDFC
Standard Life
Tata AIG
Met Life
Insurance
ING Vysya
Life
- -
Met Life
Insurance
Met Life
Insurance
ING Vysya
Life
71. 67
Table 18: Audience identification
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs
Above 10
Lakhs
Aviva Life
Insurance
ICICI
Prudential
LIC Jeevan
Tarang Policy
ICICI
Prudential
ICICI
Prudential
Bajaj Allianz Bharti Axa
LIC Jeevan
Tarang Policy
HDFC Standard Life
Insurance
LIC Jeevan
Tarang Policy
ICICI
Prudential
Bajaj Allianz
LIC Jeevan
Tarang Policy
ICICI
Prudential
LIC Jeevan
Tarang Policy
HDFC
Standard Life
SBI Life Insurance
Aviva Life
Insurance
Max New
York Life
LIC Jeevan
Tarang Policy
Max New
York Life
SBI Life
Insurance
SBI Life
Insurance
Aviva Life
Insurance
Bajaj Allianz
HDFC
Standard Life
Bharti Axa
Max New
York Life
ING Vysya
Life
Max New
York Life
ICICI
Prudential
Bajaj Allianz
LIC Jeevan Tarang
Policy
ING Vysya
Life
Bajaj Allianz
SBI Life
Insurance
Aviva Life
Insurance
Bharti Axa
HDFC
Standard Life
Max New
York Life
ICICI Prudential
Life Insurance
Met Life Tata AIG Bharti Axa Bharti Axa Met Life Bajaj Allianz
ICICI
Prudential
Max New York Life
Insurance
Max New
York Life
HDFC
Standard Life
Met Life
Insurance
Bajaj Allianz
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Tata AIG
Met Life Insurance Bharti Axa
ING Vysya
Life
HDFC
Standard Life
Met Life
Insurance
HDFC
Standard Life
ING Vysya
Life
SBI Life
Insurance
ING Vysya Life SBI Life Aviva Life Aviva Life Tata AIG Aviva Life Met Life Met Life
Bharti Axa Bajaj Allianz
Met Life
Insurance
Tata AIG
SBI Life
Insurance
ING Vysya
Life
Max New
York Life
ING Vysya
Life
Tata AIG -
SBI Life
Insurance
ING Vysya
Life
HDFC
Standard Life
Tata AIG - Bharti Axa
72. 68
Table 19: Origanility
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang
Policy
ICICI
Prudential
Max New
York Life
Bajaj Allianz
LIC Jeevan
Tarang Policy
ICICI
Prudential
LIC Jeevan
Tarang Policy
HDFC
Standard Life
Aviva Life
Insurance
Bajaj
Allianz
Bharti Axa
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Bajaj Allianz
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
HDFC Standard
Life Insurance
Max New
York Life
ICICI
Prudential
Bharti Axa
SBI Life
Insurance
LIC Jeevan
Tarang Policy
Max New
York Life
ICICI
Prudential
ICICI Prudential
Life Insurance
LIC Jeevan
Tarang
HDFC
Standard Life
HDFC
Standard Life
ICICI
Prudential
Max New
York Life
SBI Life
Insurance
Max New
York Life
Bajaj Allianz Tata AIG
LIC Jeevan
Tarang Policy
Met Life
Insurance
Bharti Axa
SBI Life
Insurance
Bajaj Allianz
Aviva Life
Insurance
Bharti Axa Bharti Axa Bajaj Allianz
Max New
York Life
HDFC
Standard Life
HDFC
Standard Life
HDFC
Standard Life
Bajaj Allianz
SBI Life Insurance
SBI Life
Insurance
Met Life
Insurance
Aviva Life
Insurance
Tata AIG
Aviva Life
Insurance
ICICI
Prudential
Bharti Axa
Max New York Life
Insurance
Aviva Life
Insurance
Aviva Life
Insurance
ING Vysya
Life
Bajaj Allianz
ING Vysya
Life
Bharti Axa
SBI Life
Insurance
ING Vysya Life
Insurance
Met Life
Insurance
-
ICICI
Prudential
ING Vysya
Life
Bharti Axa
ING Vysya
Life
-
Met Life Insurance
HDFC
Standard
-
SBI Life
Insurance
Max New
York Life
Tata AIG
Met Life
Insurance
-
Tata AIG
ING Vysya
Life
- Tata AIG
Met Life
Insurance
Met Life
Insurance
Tata AIG -
73. 69
Table 20: Origanility
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler
Four
wheeler
Don't own
any vehicle
LIC Jeevan Tarang
Policy
ICICI
Prudential
LIC Jeevan
Tarang Policy
ICICI
Prudential
ICICI
Prudential
ICICI
Prudential
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
SBI Life Insurance
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Tata AIG
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
HDFC
Standard Life
Bharti Axa
ICICI Prudential
Life Insurance
Bajaj Allianz Bharti Axa Bajaj Allianz ING Vysya
SBI Life
Insurance
Max New
York Life
Bajaj Allianz
HDFC Standard Life
Insurance
Max New
York Life
Bajaj Allianz
Met Life
Insurance
Max New
York Life
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
ICICI
Prudential
Max New York Life
Insurance
HDFC
Standard Life
SBI Life
Insurance
SBI Life
Insurance
LIC Jeevan
Tarang Policy
HDFC
Standard Life
SBI Life
Insurance
Met Life
Insurance
Aviva Life
Insurance
Aviva Life
Insurance
Tata AIG
LIC Jeevan
Tarang Policy
Bajaj Allianz Bajaj Allianz
ICICI
Prudential
Max New
York Life
Bajaj Allianz Bharti Axa
HDFC
Standard Life
HDFC
Standard Life
Bharti Axa Bharti Axa Bajaj Allianz Tata AIG
Bharti Axa
ING Vysya
Life
Max New
York Life
Aviva Life
Insurance
HDFC
Standard Life
ING Vysya
Life
ING Vysya
Life
Aviva Life
Insurance
ING Vysya Life
Insurance
SBI Life
Insurance
Met Life
Insurance
Bharti Axa
Met Life
Insurance
Max New
York Life
Bharti Axa
SBI Life
Insurance
Met Life Insurance
Met Life
Insurance
ICICI
Prudential
- Tata AIG Tata AIG
Met Life
Insurance
ING Vysya
Life
Tata AIG -
ING Vysya
Life
- -
Met Life
Insurance
Tata AIG
HDFC
Standard Life
74. 70
Table 21: Origanility
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs
Above 10
Lakhs
Aviva Life
Insurance
LIC Jeevan
Tarang
LIC Jeevan
Tarang Policy
ICICI
Prudential
ICICI
Prudential
Bajaj Allianz Bharti Axa
LIC Jeevan
Tarang Policy
SBI Life Insurance
Aviva Life
Insurance
Max New
York Life
Bajaj Allianz
LIC Jeevan
Tarang Policy
ICICI
Prudential
ICICI
Prudential
Aviva Life
Insurance
HDFC Standard
Life Insurance
ICICI
Prudential
ICICI
Prudential
LIC Jeevan
Tarang Policy
ING Vysya
Life
Bharti Axa
SBI Life
Insurance
HDFC
Standard Life
Bajaj Allianz
HDFC
Standard
Bajaj Allianz Bharti Axa
Aviva Life
Insurance
SBI Life
Insurance
LIC Jeevan
Tarang Policy
Bajaj Allianz
ICICI Prudential
Life Insurance
Met Life
Insurance
Tata AIG
SBI Life
Insurance
Bajaj Allianz
Max New
York Life
HDFC
Standard Life
Max New
York Life
LIC Jeevan Tarang
Policy
Max New
York Life
Bharti Axa
Max New
York Life
Max New
York Life
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Tata AIG
Met Life Insurance
ING Vysya
Life
ING Vysya
Life
HDFC
Standard Life
SBI Life
Insurance
Met Life
Insurance
Bajaj Allianz
ICICI
Prudential
Max New York Life Bharti Axa Aviva Life Aviva Life Bharti Axa Aviva Life ING Vysya SBI Life
Bharti Axa
SBI Life
Insurance
Met Life
Insurance
Met Life
Insurance
HDFC
Standard Life
HDFC
Standard Life
Met Life
Insurance
Met Life
Insurance
Tata AIG
Bajaj
Allianz
HDFC
Standard Life
ING Vysya
Life
Met Life
Insurance
Tata AIG Tata AIG Bharti Axa
ING Vysya Life
Insurance
-
SBI Life
Insurance
Tata AIG Tata AIG
ING Vysya
Life
Max New
York Life
ING Vysya
Life
75. 71
Table 22: Comprehensibility
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang
Policy
Max New
York Life
Bharti Axa Bajaj Allianz
LIC Jeevan
Tarang Policy
Bajaj Allianz
LIC Jeevan
Tarang Policy
HDFC
Standard Life
ICICI Prudential
Life Insurance
ICICI
Prudential
Max New
York Life
Bharti Axa
ICICI
Prudential
ICICI
Prudential
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Bajaj Allianz
ICICI
Prudential
HDFC
Standard Life
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
Max New
York Life
ICICI
Prudential
HDFC Standard Life
Insurance
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
ICICI
Prudential
SBI Life
Insurance
HDFC
Standard Life
Tata AIG
Max New
York Life
Bajaj Allianz
LIC Jeevan
Tarang Policy
HDFC
Standard Life
LIC Jeevan
Tarang Policy
Max New
York Life
Aviva Life
Insurance
HDFC
Standard Life
Aviva Life
Insurance
Bharti Axa Tata AIG Bajaj Allianz
Met Life
Insurance
Bharti Axa
Max New
York Life
Bajaj Allianz Bajaj Allianz
SBI Life Insurance Bharti Axa
Met Life
Insurance
Max New
York Life
HDFC
Standard Life
SBI Life
Insurance
SBI Life
Insurance
Bharti Axa
Max New York Life
Insurance
Met Life
Insurance
Aviva Life
Insurance
Aviva Life
Insurance
ING Vysya
Life
ING Vysya
Life
ICICI
Prudential
SBI Life
Insurance
ING Vysya Life
Insurance
SBI Life
Insurance
-
ING Vysya
Life
Tata AIG Bharti Axa Bharti Axa -
Met Life Insurance
HDFC
Standard Life
-
SBI Life
Insurance
Bajaj Allianz Tata AIG
ING Vysya
Life
-
Tata AIG ING Vysya - Tata AIG Met Life Met Life Met Life -
76. 72
Table 23: Comprehensibility
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler
Four
wheeler
Don't own
any vehicle
LIC Jeevan Tarang
Policy
ICICI
Prudential
LIC Jeevan
Tarang Policy
ICICI
Prudential
Aviva Life
Insurance
ICICI
Prudential
Aviva Life
Insurance
Bharti Axa
ICICI Prudential
Life Insurance
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Bajaj Allianz
ING Vysya
Life
LIC Jeevan
Tarang Policy
HDFC
Standard Life
LIC Jeevan
Tarang Policy
SBI Life Insurance
Max New
York Life
HDFC
Standard Life
Met Life
Insurance
ICICI
Prudential
Aviva Life
Insurance
Max New
York Life
Max New
York Life
Max New York Life
Insurance
Bajaj Allianz Bajaj Allianz Bharti Axa
Max New
York Life
HDFC
Standard Life
LIC Jeevan
Tarang Policy
ICICI
Prudential
HDFC Standard Life
Insurance
HDFC
Standard
Bharti Axa
LIC Jeevan
Tarang Policy
Bharti Axa
SBI Life
Insurance
ICICI
Prudential
Bajaj Allianz
Aviva Life Aviva Life SBI Life Tata AIG Bajaj Allianz Bajaj Allianz SBI Life Met Life
Bajaj Allianz Bharti Axa Tata AIG SBI Life
Insurance
Tata AIG ING Vysya
Life
Bajaj Allianz Aviva Life
Insurance
Bharti Axa
ING Vysya
Life
Max New
York Life
HDFC
Standard Life
LIC Jeevan
Tarang Policy
Bharti Axa
Met Life
Insurance
Tata AIG
ING Vysya Life
Insurance
SBI Life
Insurance
ICICI
Prudential
Max New
York Life
Met Life
Insurance
Max New
York Life
Tata AIG
ING Vysya
Life
Insurance
Met Life Insurance
Met Life
Insurance
Met Life
Insurance
Aviva Life
Insurance
HDFC
Standard Life
Tata AIG Bharti Axa
SBI Life
Insurance
Tata AIG Tata AIG
ING Vysya
Life
- -
Met Life
Insurance
ING Vysya
Life
HDFC
Standard Life
77. 73
Table 24: Comprehensibility
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs
Above 10
Lakhs
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
ICICI
Prudential
ICICI
Prudential
Bajaj Allianz Bharti Axa
LIC Jeevan
Tarang Policy
HDFC Standard Life
Insurance
Aviva Life
Insurance
Max New
York Life
Bajaj Allianz
LIC Jeevan
Tarang Policy
ICICI
Prudential
ICICI
Prudential
Aviva Life
Insurance
SBI Life Insurance
ICICI
Prudential
ICICI
Prudential
Bharti Axa
Max New
York Life
Insurance
Bharti Axa
LIC Jeevan
Tarang Policy
HDFC
Standard Life
Bajaj Allianz
Met Life
Insurance
Bharti Axa
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Max New
York Life
SBI Life
Insurance
Bajaj Allianz
LIC Jeevan Tarang
Policy
HDFC
Standard Life
Bajaj Allianz
Max New
York Life
ING Vysya
Life
SBI Life
Insurance
HDFC
Standard Life
ICICI
Prudential
Met Life Insurance
ING Vysya
Life
ING Vysya
Life
SBI Life
Insurance
Bharti Axa
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Max New
York Life
ICICI Prudential
Life Insurance
Max New
York Life
Tata AIG
HDFC
Standard Life
Bajaj Allianz
Met Life
Insurance
Bajaj Allianz Tata AIG
Max New York Life
Insurance
Bharti Axa
HDFC
Standard Life
Aviva Life
Insurance
Tata AIG
HDFC
Standard Life
Met Life
Insurance
Met Life
Insurance
ING Vysya Life
Insurance
SBI Life
Insurance
Aviva Life
Insurance
Tata AIG
SBI Life
Insurance
Aviva Life
Insurance
ING Vysya
Life
ING Vysya
Life
Bharti Axa Bajaj Allianz
Met Life
Insurance
ING Vysya
Life
HDFC
Standard Life
ING Vysya
Life
Tata AIG
SBI Life
Insurance
Tata AIG -
SBI Life
Insurance
Met Life
Insurance
Met Life
Insurance
-
Max New
York Life
Bharti Axa
78. 74
Table 25: Persuasiveness/ believability
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang
Policy
ICICI
Prudential
Bharti Axa Bajaj Allianz
LIC Jeevan
Tarang Policy
ICICI
Prudential
LIC Jeevan
Tarang Policy
HDFC
Standard Life
ICICI Prudential
Life Insurance
Max New
York Life
Max New
York Life
Bharti Axa
ICICI
Prudential
Bajaj Allianz
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
HDFC Standard Life
Insurance
Bajaj Allianz
ICICI
Prudential
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
Tata AIG
ICICI
Prudential
Bajaj Allianz
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
ICICI
Prudential
SBI Life
Insurance
HDFC
Standard Life
Max New
York Life
Max New
York Life
Aviva Life
Insurance
Aviva Life
Insurance
HDFC
Standard Life
Met Life
Insurance
Max New
York Life
Max New
York Life
HDFC
Standard Life
Aviva Life
Insurance
Bharti Axa Tata AIG Bajaj Allianz
HDFC
Standard Life
Bharti Axa
SBI Life
Insurance
Bajaj Allianz Bajaj Allianz
SBI Life Insurance Bharti Axa
Met Life
Insurance
Max New
York Life
HDFC
Standard Life
Aviva Life
Insurance
SBI Life
Insurance
SBI Life
Insurance
Max New York Life
Insurance
SBI Life
Insurance
-
Aviva Life
Insurance
Tata AIG
ING Vysya
Life
ICICI
Prudential
-
ING Vysya Life
Insurance
Met Life
Insurance
-
ING Vysya
Life
Bajaj Allianz Bharti Axa Bharti Axa -
Met Life Insurance
HDFC
Standard Life
- Tata AIG
ING Vysya
Life
Tata AIG
ING Vysya
Life
-
Tata AIG
ING Vysya
Life
-
SBI Life
Insurance
Met Life
Insurance
Met Life
Insurance
Met Life
Insurance
-
79. 75
Table 26: Persuasiveness/ believability
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler
Four
wheeler
Don't own
any vehicle
LIC Jeevan Tarang
Policy
ICICI
Prudential
LIC Jeevan
Tarang Policy
ICICI
Prudential
Aviva Life
Insurance
ICICI
Prudential
Aviva Life
Insurance
Bharti Axa
SBI Life Insurance
LIC Jeevan
Tarang Policy
Bajaj Allianz Bajaj Allianz
ING Vysya
Life
LIC Jeevan
Tarang Policy
HDFC
Standard Life
LIC Jeevan
Tarang Policy
ICICI Prudential
Life Insurance
Max New
York Life
Bharti Axa
Met Life
Insurance
ICICI
Prudential
Aviva Life
Insurance
Max New
York Life
Max New
York Life
HDFC Standard Life
Insurance
HDFC
Standard Life
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
SBI Life
Insurance
LIC Jeevan
Tarang Policy
ICICI
Prudential
Max New York Life
Insurance
Bajaj Allianz
SBI Life
Insurance
Tata AIG
Max New
York Life
HDFC
Standard Life
ICICI
Prudential
Bajaj Allianz
Bajaj Allianz Bharti Axa
HDFC
Standard Life
Bharti Axa Bajaj Allianz Bajaj Allianz
SBI Life
Insurance
Met Life
Insurance
Bharti Axa
Aviva Life
Insurance
Tata AIG
SBI Life
Insurance
Bharti Axa
ING Vysya
Life
Bajaj Allianz Tata AIG
Aviva Life
Insurance
ING Vysya
Life
Max New
York Life
HDFC
Standard Life
Met Life
Insurance
Bharti Axa Tata AIG
Aviva Life
Insurance
ING Vysya Life
Insurance
SBI Life
Insurance
ICICI
Prudential
Aviva Life
Insurance
Tata AIG
Max New
York Life
Bharti Axa
SBI Life
Insurance
Met Life Insurance Tata AIG
Met Life
Insurance
Max New - Tata AIG
ING Vysya
Life
HDFC
Standard Life
Tata AIG Met Life ING Vysya - - Met Life Met Life ING Vysya
80. 76
Table 27: Persuasiveness/ believability
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs
Above 10
Lakhs
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
ICICI
Prudential
ICICI
Prudential
Bajaj Allianz
ICICI
Prudential
LIC Jeevan
Tarang Policy
HDFC Standard Life
Insurance
Aviva Life
Insurance
Max New
York Life
Bajaj Allianz
LIC Jeevan
Tarang Policy
ICICI
Prudential
Bharti Axa
HDFC
Standard Life
SBI Life Insurance
ICICI
Prudential
ICICI
Prudential
Bharti Axa
Max New
York Life
Bharti Axa
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
LIC Jeevan Tarang
Policy
Met Life
Insurance
Bharti Axa
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
SBI Life
Insurance
SBI Life
Insurance
ICICI
Prudential
Bajaj Allianz
HDFC
Standard Life
Bajaj Allianz
Max New
York Life
Bharti Axa
Max New
York Life
HDFC
Standard Life
Bajaj Allianz
ICICI Prudential
Life Insurance
Max New
York Life
Tata AIG
SBI Life
Insurance
ING Vysya
Life
LIC Jeevan
Tarang Policy
Bajaj Allianz
Max New
York Life
Met Life Insurance Bharti Axa
ING Vysya
Life
HDFC
Standard Life
Bajaj Allianz
Met Life
Insurance
Aviva Life
Insurance
Tata AIG
ING Vysya Life
Insurance
ING Vysya
Life
Aviva Life
Insurance
Aviva Life
Insurance
SBI Life
Insurance
HDFC
Standard Life
ING Vysya
Life
Met Life
Insurance
Max New York Life
Insurance
SBI Life
Insurance
HDFC
Standard Life
Tata AIG Tata AIG
Aviva Life
Insurance
Met Life
Insurance
ING Vysya
Life
Bharti Axa Bajaj Allianz
Met Life
Insurance
Met Life
Insurance
HDFC
Standard Life
Tata AIG
Max New
York Life
SBI Life
Insurance
81. 77
Table 28: Brand inclination
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang
Policy
ICICI
Prudential
Bharti Axa Bajaj Allianz
LIC Jeevan
Tarang Policy
ICICI
Prudential
LIC Jeevan
Tarang Policy
HDFC
Standard Life
ICICI Prudential
Life Insurance
Bajaj Allianz
Max New
York Life
Bharti Axa
ICICI
Prudential
LIC Jeevan
Tarang Policy
ICICI
Prudential
LIC Jeevan
Tarang Policy
HDFC Standard Life
Insurance
Max New
York Life
ICICI
Prudential
HDFC
Standard Life
Aviva Life
Insurance
HDFC
Standard Life
Aviva Life
Insurance
ICICI
Prudential
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
HDFC
Standard Life
LIC Jeevan
Tarang Policy
SBI Life
Insurance
Bajaj Allianz Tata AIG
Max New
York Life
Bharti Axa
Aviva Life
Insurance
Bajaj Allianz
ICICI
Prudential
Bharti Axa
Max New
York Life
Max New
York Life
Aviva Life
Insurance
SBI Life Insurance
Met Life
Insurance
LIC Jeevan
Tarang Policy
Max New
York Life
HDFC
Standard Life
Met Life
Insurance
SBI Life
Insurance
Bajaj Allianz
Max New York Life
Insurance
Bharti Axa
Met Life
Insurance
Met Life
Insurance
Tata AIG
SBI Life
Insurance
Bajaj Allianz Bharti Axa
Bajaj Allianz
SBI Life
Insurance
-
Aviva Life
Insurance
ING Vysya
Life
Aviva Life
Insurance
HDFC
Standard Life
SBI Life
Insurance
ING Vysya Life
Insurance
Tata AIG -
ING Vysya
Life
Bajaj Allianz
ING Vysya
Life
ING Vysya
Life
-
Met Life Insurance
HDFC
Standard Life
-
SBI Life
Insurance
Max New
York Life
Bharti Axa
Met Life
Insurance
-
Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Bharti Axa -
82. 78
Table 29: Brand inclination
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler
Four
wheeler
Don't own
any vehicle
LIC Jeevan Tarang
Policy
ICICI
Prudential
LIC Jeevan
Tarang Policy
ICICI
Prudential
Aviva Life
Insurance
ICICI
Prudential
HDFC
Standard Life
Bharti Axa
SBI Life Insurance
LIC Jeevan
Tarang Policy
HDFC
Standard Life
Bajaj Allianz
ING Vysya
Life
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
ICICI Prudential
Life Insurance
Max New
York Life
Aviva Life
Insurance
Bharti Axa
ICICI
Prudential
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
ICICI
Prudential
Met Life Insurance
HDFC
Standard Life
Bharti Axa
LIC Jeevan
Tarang Policy
Max New
York Life
HDFC
Standard Life
Max New
York Life
Met Life
Insurance
HDFC Standard Life
Insurance
Bajaj Allianz
SBI Life
Insurance
Tata AIG Bharti Axa
SBI Life
Insurance
SBI Life
Insurance
Bajaj Allianz
Max New York Life
Insurance
Aviva Life
Insurance
ICICI
Prudential
Met Life
Insurance
Bajaj Allianz Bajaj Allianz
ICICI
Prudential
Max New
York Life
Bharti Axa Bharti Axa
Max New
York Life
SBI Life
Insurance
LIC Jeevan
Tarang Policy
ING Vysya
Life
Bajaj Allianz
Aviva Life
Insurance
Bajaj Allianz
SBI Life
Insurance
Met Life
Insurance
HDFC
Standard Life
Met Life
Insurance
Bharti Axa Tata AIG Tata AIG
Aviva Life
Insurance
ING Vysya
Life
Tata AIG
Max New
York Life
HDFC
Standard Life
Max New
York Life
ING Vysya
Life
SBI Life
Insurance
ING Vysya Life
Insurance
Tata AIG Bajaj Allianz
Aviva Life
Insurance
Tata AIG Tata AIG
Met Life
Insurance
HDFC
Standard Life
Tata AIG
Met Life
Insurance
ING Vysya
Life
- -
Met Life
Insurance
Bharti Axa
ING Vysya
Life
83. 79
Table 30: Brand inclination
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs
Above 10
Lakhs
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
ICICI
Prudential
ICICI
Prudential
ICICI
Prudential
ICICI
Prudential
LIC Jeevan
Tarang Policy
HDFC Standard Life
Insurance
ICICI
Prudential
Max New
York Life
Bharti Axa
LIC Jeevan
Tarang Policy
Bharti Axa Bharti Axa
HDFC
Standard Life
SBI Life Insurance
Aviva Life
Insurance
ICICI
Prudential
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Max New
York Life
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
LIC Jeevan Tarang
Policy
HDFC
Standard Life
Bharti Axa Bajaj Allianz Bharti Axa Bajaj Allianz
SBI Life
Insurance
ICICI
Prudential
Bajaj Allianz
Met Life
Insurance
Bajaj Allianz
SBI Life
Insurance
ING Vysya
Life
SBI Life
Insurance
HDFC
Standard Life
Max New
York Life
ICICI Prudential
Life Insurance
ING Vysya
Life
ING Vysya
Life
Max New
York Life
Bajaj Allianz
LIC Jeevan
Tarang Policy
Aviva Life Bajaj Allianz
Met Life Insurance Bharti Axa Tata AIG
HDFC
Standard Life
Met Life
Insurance
Aviva Life
Insurance
Bajaj Allianz Tata AIG
ING Vysya Life
Insurance
Max New
York Life
HDFC
Standard Life
Met Life
Insurance
Max New
York Life
Met Life
Insurance
Met Life
Insurance
Met Life
Insurance
Max New York Life
Insurance
SBI Life
Insurance
Aviva Life
Insurance
Aviva Life
Insurance
SBI Life
Insurance
HDFC
Standard Life
ING Vysya
Life
SBI Life
Insurance
Bharti Axa Bajaj Allianz
Met Life
Insurance
Tata AIG Tata AIG
ING Vysya
Life
Max New
York Life
ING Vysya
Life
84. 80
Table 31: Empathy created
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang
Policy
ICICI
Prudential
Bharti Axa Bharti Axa
LIC Jeevan
Tarang Policy
Bajaj Allianz
LIC Jeevan
Tarang Policy
HDFC
Standard Life
ICICI Prudential
Life Insurance
Bajaj Allianz
Max New
York Life
Bajaj Allianz
ICICI
Prudential
ICICI
Prudential
Tata AIG
LIC Jeevan
Tarang Policy
Bajaj Allianz
Max New
York Life
Bajaj Allianz
Met Life
Insurance
Aviva Life
Insurance
HDFC
Standard Life
Max New
York Life
ICICI
Prudential
Life
HDFC Standard Life
Insurance
Aviva Life
Insurance
ICICI
Prudential
LIC Jeevan
Tarang Policy
SBI Life
Insurance
LIC Jeevan
Tarang Policy
HDFC
Standard Life
Max New
York Life
Bharti Axa
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
Max New
York Life
Bharti Axa
Aviva Life
Insurance
Bajaj Allianz
Aviva Life
Insurance
Aviva Life
Insurance
Tata AIG
HDFC
Standard Life
HDFC
Standard Life
HDFC
Standard Life
Max New
York Life
SBI Life
Insurance
Bajaj Allianz
SBI Life Insurance Bharti Axa
Met Life
Insurance
Aviva Life
Insurance
Tata AIG
SBI Life
Insurance
ICICI
Prudential
SBI Life
Insurance
Max New York Life
Insurance
SBI Life
Insurance
Aviva Life
Insurance
ICICI
Prudential
Bajaj Allianz Bharti Axa
Aviva Life
Insurance
-
ING Vysya Life
Insurance
Met Life
Insurance
-
ING Vysya
Life
ING Vysya
Life
Tata AIG
ING Vysya
Life
-
Met Life Insurance
HDFC
Standard Life
-
SBI Life
Insurance
Max New
York Life
ING Vysya
Life
Met Life
Insurance
-
Tata AIG
ING Vysya
Life
- Tata AIG
Met Life
Insurance
Met Life
Insurance
Bharti Axa -
85. 81
Table 32: Empathy created
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler
Four
wheeler
Don't own
any vehicle
LIC Jeevan Tarang
Policy
ICICI
Prudential
Aviva Life
Insurance
ICICI
Prudential
Aviva Life
Insurance
ICICI
Prudential
HDFC
Standard Life
Bharti Axa
SBI Life Insurance
LIC Jeevan
Tarang Policy
Bharti Axa Bajaj Allianz
ING Vysya
Life
LIC Jeevan
Tarang Policy
Max New
York Life
LIC Jeevan
Tarang Policy
ICICI Prudential
Life Insurance
Max New
York Life
LIC Jeevan
Tarang Policy
Bharti Axa Bajaj Allianz
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
ICICI
Prudential
HDFC Standard Life
Insurance
Bajaj Allianz Bajaj Allianz
LIC Jeevan
Tarang Policy
ICICI
Prudential
SBI Life
Insurance
Aviva Life
Insurance
Bajaj Allianz
Max New York Life
Insurance
HDFC
Standard Life
SBI Life
Insurance
Tata AIG
Max New
York Life
HDFC
Standard Life
ICICI
Prudential
Met Life
Insurance
Bajaj Allianz Bharti Axa
HDFC
Standard Life
Met Life
Insurance
LIC Jeevan
Tarang Policy
Bajaj Allianz
SBI Life
Insurance
Aviva Life
Insurance
Aviva Life
Insurance
Aviva Life
Insurance
Tata AIG
SBI Life
Insurance
Bharti Axa Bharti Axa Bajaj Allianz
Max New
York Life
Bharti Axa
SBI Life
Insurance
Max New
York Life
HDFC
Standard Life
Met Life
Insurance
Max New
York Life
Tata AIG Tata AIG
ING Vysya Life
Insurance
ING Vysya
Life
Met Life
Insurance
Max New
York Life
Tata AIG
ING Vysya
Life
ING Vysya
Life
SBI Life
Insurance
Met Life Insurance Tata AIG
ICICI
Prudential
Aviva Life
Insurance
- Tata AIG Bharti Axa
ING Vysya
Life
Tata AIG
Met Life
Insurance
ING Vysya
Life
- -
Met Life
Insurance
Met Life
Insurance
HDFC
Standard Life
86. 82
Table 33: Empathy created
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs
Above 10
Lakhs
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
ICICI
Prudential
ICICI
Prudential
Bajaj Allianz
ICICI
Prudential
LIC Jeevan
Tarang Policy
HDFC Standard Life
Insurance
Aviva Life
Insurance
Max New
York Life
Bajaj Allianz
LIC Jeevan
Tarang Policy
ICICI
Prudential
Bharti Axa
Aviva Life
Insurance
SBI Life Insurance
ICICI
Prudential
ICICI
Prudential
Bharti Axa Bajaj Allianz Bharti Axa
SBI Life
Insurance
HDFC
Standard Life
Bajaj Allianz
Met Life
Insurance
Bharti Axa
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Max New
York Life
LIC Jeevan
Tarang Policy
Max New
York Life
LIC Jeevan Tarang
Policy
HDFC
Standard Life
Bajaj Allianz
SBI Life
Insurance
ING Vysya
Life
SBI Life
Insurance
HDFC
Standard Life
ICICI
Prudential
ICICI Prudential
Life Insurance
Max New
York Life
Tata AIG
Max New
York Life
Bharti Axa
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Bajaj Allianz
Met Life Insurance
ING Vysya
Life
ING Vysya
Life
HDFC
Standard Life
Max New
York Life
Met Life
Insurance
Bajaj Allianz Tata AIG
ING Vysya Life
Insurance
Bharti Axa
Aviva Life
Insurance
Aviva Life
Insurance
SBI Life
Insurance
HDFC
Standard Life
ING Vysya
Life
Met Life
Insurance
Max New York Life
Insurance
SBI Life
Insurance
HDFC
Standard Life
Tata AIG Tata AIG
Aviva Life
Insurance
Met Life
Insurance
SBI Life
Insurance
Bharti Axa Bajaj Allianz
Met Life
Insurance
Met Life
Insurance
HDFC
Standard Life
Tata AIG
Max New
York Life
Bharti Axa
Tata AIG -
SBI Life
Insurance
ING Vysya
Life
Met Life
Insurance
ING Vysya
Life
Tata AIG
ING Vysya
Life
87. 83
Table 34: Brand differentiation
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang
Policy
ICICI
Prudential
Bharti Axa Bajaj Allianz
Aviva Life
Insurance
Bajaj Allianz
LIC Jeevan
Tarang Policy
HDFC
Standard Life
ICICI Prudential
Life Insurance
Bajaj Allianz
Max New
York Life
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
ICICI
Prudential
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Max New
York Life
ICICI
Prudential
HDFC
Standard Life
ICICI
Prudential
LIC Jeevan
Tarang Policy
Max New
York Life
ICICI
Prudential
Bajaj Allianz
Met Life
Insurance
HDFC
Standard Life
Max New
York Life
Bharti Axa
Met Life
Insurance
Bajaj Allianz
Max New
York Life
HDFC Standard Life
Insurance
LIC Jeevan
Tarang Policy
Met Life
Insurance
ICICI
Prudential
SBI Life
Insurance
Max New
York Life
SBI Life
Insurance
Aviva Life
Insurance
Bharti Axa Bharti Axa Bajaj Allianz
Aviva Life
Insurance
Tata AIG
SBI Life
Insurance
ICICI
Prudential
Bajaj Allianz
Max New York Life
Insurance
Tata AIG
LIC Jeevan
Tarang Policy
Met Life
Insurance
HDFC
Standard Life
Aviva Life
Insurance
HDFC
Standard Life
-
ING Vysya Life
Insurance
SBI Life
Insurance
- Bharti Axa Bajaj Allianz
HDFC
Standard Life
ING Vysya -
SBI Life Insurance
Aviva Life
Insurance
-
ING Vysya
Life
ING Vysya
Life
ING Vysya
Life
Met Life
Insurance
-
Met Life Insurance
HDFC
Standard Life
-
SBI Life
Insurance
Max New
York Life
Bharti Axa Bharti Axa -
Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Tata AIG -
88. 84
Table 35: Brand differentiation
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler
Four
wheeler
Don't own
any vehicle
LIC Jeevan Tarang
Policy
ICICI
Prudential
LIC Jeevan
Tarang Policy
Bajaj Allianz
ING Vysya
Life
ICICI
Prudential
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
SBI Life Insurance
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
ICICI
Prudential
ICICI
Prudential
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
Bharti Axa
ICICI Prudential
Life Insurance
Max New
York Life
Bajaj Allianz Bharti Axa
Aviva Life
Insurance
Aviva Life
Insurance
Max New
York Life
Met Life
Insurance
Met Life Insurance Bajaj Allianz
HDFC
Standard Life
Tata AIG
Max New
York Life
Bajaj Allianz
HDFC
Standard Life
Bajaj Allianz
Max New York Life
Insurance
Aviva Life
Insurance
Bharti Axa
SBI Life
Insurance
Bharti Axa
HDFC
Standard Life
SBI Life
Insurance
ICICI
Prudential
HDFC Standard Life
Insurance
HDFC
Standard Life
Max New
York Life
HDFC
Standard Life
Bajaj Allianz
ING Vysya
Life
ICICI
Prudential
Max New
York Life
Aviva Life
Insurance
Bharti Axa
ICICI
Prudential
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
SBI Life
Insurance
Met Life
Insurance
Aviva Life
Insurance
Bajaj Allianz
ING Vysya
Life
Met Life
Insurance
Met Life
Insurance
Met Life
Insurance
Bharti Axa Bajaj Allianz Tata AIG
Bharti Axa
SBI Life
Insurance
Tata AIG
Aviva Life
Insurance
Tata AIG
Max New
York Life
ING Vysya SBI Life
ING Vysya Life
Insurance
Met Life
Insurance
SBI Life
Insurance
Max New
York Life
- Tata AIG Bharti Axa HDFC Sta
Tata AIG Tata AIG - - -
Met Life
Insurance
Tata AIG
ING Vysya
Life
89. 85
Table 36: Brand differentiation
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs
Above 10
Lakhs
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
ICICI
Prudential
ICICI
Prudential
Bajaj Allianz Bharti Axa
LIC Jeevan
Tarang Policy
SBI Life Insurance
Aviva Life
Insurance
Max New
York Life
Bajaj Allianz
LIC Jeevan
Tarang Policy
ICICI
Prudential
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
HDFC Standard Life
Insurance
ICICI
Prudential
ICICI
Prudential
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Max New
York Life
SBI Life
Insurance
HDFC
Standard Life
Bajaj Allianz
Met Life
Insurance
Bharti Axa Bharti Axa Bharti Axa Bharti Axa
ICICI
Prudential
Bajaj Allianz
LIC Jeevan Tarang
Policy
Max New
York Life
Bajaj Allianz
Max New
York Life
ING Vysya
Life
LIC Jeevan
Tarang Policy
HDFC
Standard Life
ICICI
Prudential
ICICI Prudential
Life Insurance
ING Vysya
Life
ING Vysya
Life
Met Life
Insurance
Bajaj Allianz
Met Life
Insurance
Aviva Life
Insurance
Max New
York Life
Met Life Insurance
HDFC
Standard Life
Tata AIG
HDFC
Standard Life
Max New
York Life
SBI Life
Insurance
Bajaj Allianz Tata AIG
ING Vysya Life
Insurance
Bharti Axa
Aviva Life
Insurance
Aviva Life
Insurance
Met Life
Insurance
Aviva Life
Insurance
ING Vysya
Life
SBI Life
Insurance
Max New York Life
Insurance
Bajaj Allianz
Met Life
Insurance
SBI Life
Insurance
SBI Life
Insurance
HDFC
Standard Life
Met Life
Insurance
Met Life
Insurance
Bharti Axa
SBI Life
Insurance
HDFC
Standard Life
ING Vysya
Life
HDFC
Standard Life
ING Vysya
Life
Tata AIG
ING Vysya
Life
Tata AIG -
SBI Life
Insurance
Tata AIG Tata AIG -
Max New
York Life
Bharti Axa
90. 86
Table 37: Message relevance
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang
Policy
ICICI
Prudential
Bharti Axa Bajaj Allianz
LIC Jeevan
Tarang Policy
Bajaj Allianz
LIC Jeevan
Tarang Policy
HDFC
Standard Life
ICICI Prudential
Life Insurance
Max New
York Life
Max New
York Life
Aviva Life
Insurance
ICICI
Prudential
ICICI
Prudential
Max New
York Life
LIC Jeevan
Tarang Policy
Bajaj Allianz Bajaj Allianz
ICICI
Prudential
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Aviva Life
Insurance
Tata AIG
Max New
York Life
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
ICICI
Prudential
Max New
York Life
LIC Jeevan
Tarang Policy
HDFC
Standard Life
Aviva Life
Insurance
Bharti Axa
Aviva Life
Insurance
HDFC
Standard Life
Met Life
Insurance
SBI Life
Insurance
Max New
York Life
SBI Life
Insurance
Bajaj Allianz
HDFC Standard Life
Insurance
SBI Life
Insurance
Bajaj Allianz
Max New
York Life
Bharti Axa
SBI Life
Insurance
Bajaj Allianz
ICICI
Prudential
Max New York Life
Insurance
Bharti Axa
Met Life
Insurance
ING Vysya
Life
Bajaj Allianz
HDFC
Standard Life
ICICI
Prudential
SBI Life
Insurance
SBI Life Insurance Tata AIG - Bharti Axa
HDFC
Standard Life
ING Vysya
Life
Aviva Life
Insurance
-
ING Vysya Life
Insurance
Met Life
Insurance
-
SBI Life
Insurance
Tata AIG Bharti Axa
ING Vysya
Life
-
Met Life Insurance
ING Vysya
Life
-
HDFC
Standard Life
ING Vysya
Life
Met Life
Insurance
Bharti Axa -
Tata AIG
HDFC
Standard Life
- Tata AIG
Met Life
Insurance
- - -
91. 87
Table 38: Message relevance
Sec-A SEC-B SEC-C SEC-D SEC-E
Two
wheeler
Four
wheeler
Don't own
any vehicle
LIC Jeevan Tarang
Policy
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
ICICI
Prudential
ICICI
Prudential
ICICI
Prudential
Max New
York Life
LIC Jeevan
Tarang Policy
ICICI Prudential
Life Insurance
ICICI
Prudential
Bajaj Allianz Bajaj Allianz
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
Max New
York Life
SBI Life Insurance
Max New
York Life
LIC Jeevan
Tarang Policy
Bharti Axa
ING Vysya
Life
Bajaj Allianz
HDFC
Standard Life
Bajaj Allianz
Max New York Life
Insurance
Bajaj Allianz Bharti Axa
SBI Life
Insurance
Max New
York Life
Aviva Life
Insurance
Aviva Life
Insurance
ICICI
Prudential
HDFC Standard
Life Insurance
HDFC
Standard Life
ICICI
Prudential
HDFC
Standard Life
LIC Jeevan
Tarang Policy
SBI Life
Insurance
ICICI
Prudential
Bharti Axa
Aviva Life
Insurance
Aviva Life
Insurance
Tata AIG
LIC Jeevan
Tarang Policy
Bajaj Allianz
ING Vysya
Life
SBI Life
Insurance
Aviva Life
Insurance
Bajaj Allianz Bharti Axa SBI Life Met Life Bharti Axa Bharti Axa Tata AIG Met Life
Bharti Axa
SBI Life
Insurance
Met Life
Insurance
Aviva Life
Insurance
Met Life
Insurance
Max New
York Life
Bajaj Allianz
SBI Life
Insurance
ING Vysya Life
Insurance
ING Vysya
Life
Max New
York Life
Tata AIG Tata AIG
HDFC
Standard Life
ING Vysya
Life
HDFC
Standard Life
Met Life Insurance Tata AIG
HDFC
Standard Life
Max New
York Life
- Tata AIG Bharti Axa
ING Vysya
Life
Tata AIG Met Life ING Vysya - - Met Life Met Life Tata AIG
92. 88
Table 39: Message relevance
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs
Above 10
Lakhs
Aviva Life
Insurance
LIC Jeevan
Tarang
LIC Jeevan
Tarang
ICICI
Prudential
ICICI
Prudential
Bajaj Allianz
ICICI
Prudential
LIC Jeevan
Tarang
SBI Life Insurance
Aviva Life
Insurance
Max New
York Life
Bajaj Allianz
LIC Jeevan
Tarang
ICICI
Prudential
Bharti Axa
Aviva Life
Insurance
Bajaj Allianz
ICICI
Prudential
ICICI
Prudential
LIC Jeevan
Tarang
Max New
York Life
Max New
York Life
LIC Jeevan
Tarang
Bajaj Allianz
HDFC Standard
Life Insurance
ING Vysya
Life
Bharti Axa
Max New
York Life
Bajaj Allianz Bharti Axa
SBI Life
Insurance
Max New
York Life
LIC Jeevan Tarang
Policy
Max New
York Life
Bajaj Allianz Bharti Axa
ING Vysya
Life
LIC Jeevan
Tarang
HDFC
Standard
HDFC
Standard
ICICI Prudential
Life Insurance
HDFC
Standard
ING Vysya
Life
HDFC
Standard
SBI Life
Insurance
Aviva Life
Insurance
Bajaj Allianz
ICICI
Prudential
Max New York Life Bharti Axa Tata AIG Aviva Life Tata AIG SBI Life Aviva Life SBI Life
Met Life Insurance Met Life Aviva Life SBI Life Bharti Axa Met Life Tata AIG Bharti Axa
Bharti Axa
SBI Life
Insurance
Met Life
Insurance
Met Life
Insurance
Aviva Life
Insurance
HDFC
Standard
Met Life
Insurance
ING Vysya
Life
ING Vysya Life
Insurance
Bajaj Allianz
HDFC
Standard
Tata AIG
HDFC
Standard
ING Vysya
Life
Max New
York Life
Tata AIG
93. 89
Table 40: Image impact
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan
Tarang Policy
Max New York
Life Insurance
Bharti Axa Bajaj Allianz
LIC Jeevan
Tarang Policy
Bajaj Allianz
LIC Jeevan
Tarang Policy
HDFC
Standard Life
ICICI Prudential
Life Insurance
ICICI
Prudential
Max New York
Life Insurance
Bharti Axa
ICICI
Prudential
ICICI
Prudential
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
Bajaj Allianz
ICICI
Prudential
Met Life
Insurance
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
Max New York
Life Insurance
ICICI
Prudential
HDFC Standard
Life Insurance
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
SBI Life
Insurance
HDFC
Standard Life
Tata AIG
Max New York
Life Insurance
Bajaj Allianz Bharti Axa
HDFC
Standard Life
Max New York
Life Insurance
Max New York
Life Insurance
Aviva Life
Insurance
HDFC
Standard Life
Aviva Life
Insurance
Bharti Axa
Aviva Life
Insurance
Bajaj Allianz
HDFC
Standard Life
Bharti Axa
Max New York
Life Insurance
SBI Life
Insurance
Bajaj Allianz
SBI Life Insurance Tata AIG
Met Life
Insurance
ICICI
Prudential
HDFC
Standard Life
SBI Life
Insurance
Bajaj Allianz -
Max New York
Life Insurance
SBI Life
Insurance
Aviva Life
Insurance
Aviva Life
Insurance
Tata AIG
ING Vysya Life
Insurance
ICICI
Prudential
-
ING Vysya Life
Insurance
Met Life
Insurance
-
ING Vysya Life
Insurance
ING Vysya Life
Insurance
Bharti Axa
Met Life
Insurance
-
Met Life
Insurance
HDFC
Standard Life
-
SBI Life
Insurance
Bajaj Allianz
Met Life
Insurance
ING Vysya Life
Insurance
-
Tata AIG
ING Vysya Life
Insurance
- Tata AIG
Met Life
Insurance
Tata AIG Bharti Axa -
94. 90
Table 41: Image impact
Sec-A SEC-B SEC-C SEC-D SEC-E Two Four wheeler Don't own
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
ICICI
Prudential
ING Vysya Life
Insurance
ICICI
Prudentia
Aviva Life
Insurance
Bharti Axa
SBI Life
Insurance
ICICI
Prudential
Aviva Life
Insurance
Bajaj Allianz
ICICI
Prudential
LIC Jeevan
Tarang
HDFC
Standard Life
LIC Jeevan
Tarang Policy
ICICI
Prudential
Max New York
Life Insurance
Bajaj Allianz Bharti Axa
Aviva Life
Insurance
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
Max New York
Life Insurance
HDFC
Standard Life
Bajaj Allianz Bharti Axa
Met Life
Insurance
Max New York
Life Insurance
SBI Life
Insurance
Max New York
Life Insurance
Bajaj Allianz
Max New York
Life Insurance
HDFC
Standard Life
SBI Life
Insurance
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
HDFC
Standard
SBI Life
Insurance
Met Life
Insurance
Aviva Life
Insurance
Aviva Life
Insurance
HDFC
Standard Life
Tata AIG Bajaj Allianz
Bajaj
Allianz
ICICI
Prudential
ICICI
Prudential
Bharti Axa Bharti Axa Tata AIG SBI Life Bharti Axa ING Vysya Bajaj Allianz Aviva Life
Bajaj Allianz
ING Vysya Life
Insurance
Max New York
Life Insurance
HDFC
Standard Life
Met Life
Insurance
Bharti Axa Tata AIG Tata AIG
ING Vysya Life
Insurance
SBI Life
Insurance
ICICI
Prudential
Aviva Life
Insurance
Tata AIG
Max New
York Life
ING Vysya Life
Insurance
SBI Life
Insurance
Met Life
Insurance
Tata AIG
Met Life
Insurance
Max New York
Life Insurance
HDFC
Standard Life
Tata AIG Bharti Axa
ING Vysya Life
Insurance
Tata AIG
Met Life
Insurance
ING Vysya Life
Insurance
- -
Met Life
Insurance
Met Life
Insurance
HDFC
Standard Life
95. 91
42: Image impact
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
ICICI
Prudential
ICICI
Prudential
Bajaj Allianz
ICICI
Prudentia
LIC Jeevan
Tarang Policy
HDFC
Standard Life
ICICI
Prudential
Max New York
Life Insurance
Bajaj Allianz
LIC Jeevan
Tarang Policy
Bharti Axa Bharti Axa
Aviva Life
Insurance
SBI Life
Insurance
Met Life
Insurance
Bharti Axa Bharti Axa
Max New York
Life Insurance
ICICI
Prudential
SBI Life
Insurance
HDFC
Standard Life
Bajaj Allianz
Aviva Life
Insurance
ICICI
Prudential
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
SBI Life
Insurance
LIC Jeevan
Tarang
Bajaj Allianz
LIC Jeevan
Tarang Policy
ING Vysya Life
Insurance
Tata AIG
Max New York
Life Insurance
Bharti Axa
Max New York
Life Insurance
HDFC
Standard
Max New York
Life Insurance
Met Life
Insurance
Max New York
Life Insurance
Bajaj Allianz
SBI Life
Insurance
ING Vysya Life
Insurance
LIC Jeevan
Tarang Policy
Bajaj
Allianz
Met Life
Insurance
ICICI
Prudential
HDFC
Standard Life
ING Vysya Life
Insurance
HDFC
Standard Life
Bajaj Allianz
Met Life
Insurance
Aviva Life
Insurance
ICICI
Prudential
ING Vysya Life
Insurance
Bharti Axa
Aviva Life
Insurance
Aviva Life
Insurance
SBI Life
Insurance
HDFC
Standard Life
Met Life
Insurance
Tata AIG
Max New York
Life Insurance
SBI Life
Insurance
HDFC
Standard Life
Met Life
Insurance
Tata AIG
Aviva Life
Insurance
ING Vysya
Life
ING Vysya Life
Insurance
Bharti Axa Bajaj Allianz
Met Life
Insurance
ING Vysya Life
Insurance
HDFC
Standard Life
Tata AIG Tata AIG
SBI Life
Insurance
Tata AIG -
SBI Life
Insurance
Tata AIG
Met Life
Insurance
ING Vysya Life
Insurance
Max New
York Life
Bharti Axa
96. 92
Table 43: Brand preference
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
ICICI
Prudential
ICICI
Prudential
Bharti Axa Bajaj Allianz
ICICI
Prudential
ICICI
Prudential
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang
LIC Jeevan
Tarang Policy
Bajaj Allianz
Max New York
Life Insurance
LIC Jeevan
Tarang Policy
Aviva Life
Insurance
HDFC
Standard Life
Max New York
Life Insurance
Aviva Life
Insurance
Aviva Life
Insurance
Tata AIG Bajaj Allianz
ICICI
Prudential
LIC Jeevan
Tarang Policy
Max New York
Life Insurance
Bajaj Allianz
HDFC
Standard
HDFC
Standard Life
LIC Jeevan
Tarang Policy
ICICI
Prudentialnce
Aviva Life
Insurance
Tata AIG
LIC Jeevan
Tarang Policy
HDFC
Standard Life
-
Bharti Axa
Max New York
Life Insurance
HDFC Standard
Life Insurance
ING Vysya
Life
Bajaj Allianz
SBI Life
Insurance
ICICI
Prudentia
-
Bajaj Allianz
SBI Life
Insurance
Met Life
Insurance
Bharti Axa
HDFC
Standard Life
Tata AIG
Aviva Life
Insurance
-
Max New York
Life Insurance
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
Met Life
Insurance
SBI Life
Insurance
Bharti Axa
ING Vysya
Life
-
ING Vysya Life Bharti Axa - SBI Life Bharti Axa Aviva Life SBI Life -
Met Life
Insurance
HDFC
Standard Life
- HDFC
Standard Life
Met Life
Insurance
Bajaj Allianz Met Life
Insurance
-
SBI Life
Insurance
ING Vysya - Max New
York
Max New
York
ING Vysya Life
Insurance
Tata AIG -
Tata AIG Met Life - Tata AIG ING Vysya Met Life Bharti Axa -
97. 93
Table 44: Brand preference
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own
LIC Jeevan
Tarang Policy
ICICI
Prudential
Aviva Life
Insurance
ICICI
Prudential
Bajaj Allianz
ICICI
Prudential
LIC Jeevan
Tarang Policy
Bajaj Allianz
ICICI
Prudential
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
Bharti Axa
ICICI
Prudential
Aviva Life
Insurance
Max New York
Life Insurance
LIC Jeevan
Tarang Policy
SBI Life
Insurance
Bajaj Allianz Tata AIG Bajaj Allianz
ING Vysya Life
Insurance
LIC Jeevan
Tarang Policy
HDFC
Standard Life
Bharti Axa
HDFC
Standard Life
Max New York
Life Insurance
Bharti Axa Tata AIG Bharti Axa Bajaj Allianz
ICICI
Prudential
ICICI
Prudential
Bajaj Allianz
Aviva Life
Insurance
ICICI
Prudential
Met Life
Insurance
Max New York
Life Insurance
HDFC
Standard Life
SBI Life
Insurance
Tata AIG
Aviva Life
Insurance
HDFC
Standard Life
HDFC
Standard Life
SBI Life
Insurance
Aviva Life
Insurance
ING Vysya Life
Insurance
Aviva Life
Insurance
Met Life
Insurance
Max New York
Life Insurance
SBI Life
Insurance
Bajaj Allianz
Aviva Life
Insurance
LIC Jeevan
Tarang Policy
Tata AIG Bajaj Allianz
Aviva Life
Insurance
Bharti Axa
ING Vysya Life
Insurance
SBI Life
Insurance
Max New York
Life Insurance
Met Life
Insurance
SBI Life
Insurance
ING Vysya Life
Insurance
SBI Life
Insurance
ING Vysya Life
Insurance
Bharti Axa
Met Life
Insurance
- -
Max New York
Life Insurance
Met Life
Insurance
HDFC
Standard Life
Met Life Met Life - - Bharti Axa Bharti Axa ING Vysya
Tata AIG Tata AIG - - - Met Life Tata AIG
Max New
York
98. 94
Table 45: Brand preference
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs
Above 10
Lakhs
Aviva Life
Insurance
ICICI
Prudential
LIC Jeevan
Tarang Policy
ICICI
Prudential
ICICI
Prudential
ICICI
Prudential
ICICI
Prudential
Aviva Life
Insurance
SBI Life
Insurance
LIC Jeevan
Tarang Policy
Bajaj Allianz
LIC Jeevan
Tarang Policy
LIC Jeevan
Tarang Policy
Max New York
Life Insurance
Bharti Axa
LIC Jeevan
Tarang Policy
HDFC
Standard
HDFC
Standard Life
ICICI
Prudential
Bajaj Allianz Bajaj Allianz Bajaj Allianz
LIC Jeevan
Tarang Policy
Tata AIG
Bajaj
Allianz
Aviva Life
Insurance
Bharti Axa
Max New York
Life Insurance
ING Vysya Life
Insurance
LIC Jeevan
Tarang Policy
Bajaj Allianz Bajaj Allianz
LIC Jeevan
Tarang
Bharti Axa Tata AIG Bharti Axa Bharti Axa
HDFC
Standard Life
HDFC
Standard Life
ICICI
Prudential
ICICI
Prudential
ING Vysya Life
Insurance
Max New York
Life Insurance
Aviva Life
Insurance
Aviva Life
Insurance
SBI Life
Insurance
Aviva Life
Insurance
HDFC
Standard Life
Met Life
Insurance
SBI Life
Insurance
ING Vysya Life
Insurance
HDFC
Standard Life
SBI Life
Insurance
Aviva Life
Insurance
SBI Life
Insurance
Met Life
Insurance
Max New
York Life
Max New York
Life Insurance
Aviva Life
Insurance
Met Life
Insurance
Max New York
Life Insurance
Bharti Axa
Met Life
Insurance
Max New York
Life Insurance
Bharti Axa
Met Life
Insurance
HDFC
Standard Life
Tata AIG
HDFC
Standard Life
ING Vysya Life
Insurance
Max New York
Life Insurance
SBI Life
Insurance
ING Vysya Bajaj Allianz SBI Life SBI Life Met Life Met Life ING Vysya Life Bharti Axa
99. 95
Index: Charts
Chart 1: Mediums TOM ad recall attributed to..............................18
Chart 2: Viewership of ad ......................................................21
Chart 3: Gender breakup .......................................................34
Chart 4: Age group distribution of respondents ............................35
Chart 5: City class - by population size ......................................36
Chart 6: City class - by market size...........................................37
Chart 7: Region-wise break-ups ...............................................39
Chart 8: Socio economic classification .......................................41
Chart 9: Socio economic classification .......................................42
Chart 10: Occupational breakup ..............................................43
Chart 11: Monthly family income .............................................44
Chart 12: Most expensive vehicle owned by the household...............45
Chart 13: Ownership of credit cards (individually).........................46
100. 96
Index: Tables
Table 1: Life Insurance user population representation of the study’s
sample data for October-December 2007 quarter........................... 5
Table 2: Ad Momentux Index ..................................................10
Table 3: Ad Connect Quotient .................................................11
Table 4: Ad Appeal Index.......................................................12
Table 5: Ad Persuasion Index ..................................................13
Table 6: Brand Impact Index...................................................14
Table 7: Top of mind ad recall ................................................16
Table 8: Spontaneous ad recall (3 recalls) ..................................17
Table 9: Ads correctly identified with the brand...........................19
Table 10: Ad slogans correctly identified with the brand.................20
Table 11: Most liked ads........................................................22
Table 12: Ads perceived as most original....................................23
Table 13: Ads most identified with ...........................................24
Table 14: Ads most easily understood........................................25
Table 15: Ads perceived as most relevant (to current needs)............26
Table 16: Most convincing (believable) ads .................................27
Table 17: Ads differentiating the brand the most..........................28
Table 18: Ads creating most positive brand impression ...................29
Table 19: Ads enhancing brand quality perceptions the most............30
Table 20: Most emotionally connecting ads .................................31
Table 21: Ads creating brand consideration the most (building brand
preferences)......................................................................32
Table 22: Top 10 cities .........................................................38
Table 23: Top 10 languages ....................................................40
Table 24: Brands currently used by respondents ..........................47
101. 97
Index: Appendix Tables
Table 1: Likeability rating of the ads.........................................49
Table 2: Audience identification rating of the ads.........................50
Table 3: Origanility rating of the ads.........................................51
Table 4: Comprehensibility rating of the ads ...............................52
Table 5: Persuasiveness/believability rating of the ads...................53
Table 6: Brand inclination rating of the ads.................................54
Table 7: Empathy rating of the ads...........................................55
Table 8: Brand differentiation rating of the ads............................56
Table 9: Message Relevance rating of the ads ..............................57
Table 10: Image impact rating of the ads ...................................58
Table 11: Brand preference creation rating of the ads....................59
Table 12: Elements liked in the ad ...........................................60
Table 13: Likeability ............................................................62
Table 14: Likeability ............................................................63
Table 15: Likeability ............................................................64
Table 16: Audience identification ............................................65
Table 17: Audience identification ............................................66
Table 18: Audience identification ............................................67
Table 19: Origanility ............................................................68
Table 20: Origanility ............................................................69
Table 21: Origanility ............................................................70
Table 22: Comprehensibility ...................................................71
Table 23: Comprehensibility ...................................................72
Table 24: Comprehensibility ...................................................73
Table 25: Persuasiveness/ believability......................................74
Table 26: Persuasiveness/ believability......................................75
Table 27: Persuasiveness/ believability......................................76
Table 28: Brand inclination ....................................................77
Table 29: Brand inclination ....................................................78
Table 30: Brand inclination ....................................................79
Table 31: Empathy created ....................................................80
Table 32: Empathy created ....................................................81
Table 33: Empathy created ....................................................82
Table 34: Brand differentiation ...............................................83
Table 35: Brand differentiation ...............................................84
Table 36: Brand differentiation ...............................................85
Table 37: Message relevance ..................................................86
Table 38: Message relevance ..................................................87
Table 39: Message relevance ..................................................88
Table 40: Image impact ........................................................89
Table 41: Image impact ........................................................90
Table 42: Image impact ........................................................91
Table 43: Brand preference....................................................92
Table 44: Brand preference....................................................93
Table 45: Brand preference....................................................94