The document discusses marketing efforts for the life insurance brand Aegon Religare in India. It identifies two key issues facing the brand: 1) Unawareness of the brand's heritage, and 2) Low memorability of the brand name "Aegon Religare". The name is difficult to pronounce for many people and does not facilitate easy memory or recall compared to other insurance brands in India. Addressing these issues through campaigns that increase awareness of the brand's heritage and make the name more poetic, rhyming, or set to music could help improve familiarity and trust over time.

1. 25th Oct. ‘09
Debashis calls Siddharth to his room
and says, “Aegon Religare is putting
in a lot (efforts & investment) into
marketing. Think of something we
can do for them. We can go and
present.”

2. Between 25th Oct. ’09 and 1st November ‘09, Siddharth & his colleague,
Punit do the following:
• Check Aegon Religare’s campaigns
• Talk to the people around:
1. About their brand preferences when it comes to
Life Insurance
2. Check awareness and recall levels of
i. Aegon Religare, the brand, &
ii. Campaigns of Aegon Religare
• Check campaigns of other brands battling in the space
of Life Insurance

3. Morning, 2nd November ’09, the team at Carat Fresh Integrated meet to:
• Share observations on brands in the Life Insurance
space
• Share perceptions and observations on Aegon Religare
and its campaigns
• Identify critical issues/problems facing the brand
• Think of engagement ideas to market Aegon Religare
The team is asked not to make any distinctions between ATL or BTL, etc or restrict thoughts to just brand
activation/promotion activities

4. Two hours later, the team:
• Identifies 2 critical issues facing the brand
• Comes up with tentative solutions for both the issues
• Decides to meet again first thing in the morning on
Wednesday, 4th Nov ‘09

5. Morning, 4th November
’09, Brijesh Parekh, a member
of the Carat Fresh Integrated
team, discovers an Aegon
Religare ad on the front page
of The Times of India:

6. A closer look at the ad:

7. A closer look at the copy in the ad:
Inference:
It seems that Aegon
Religare is trying to bring
forth the heritage of the
brand (which is
extremely critical
because of the nature of
Life Insurance category)
and win people’s trust
doing the same.
This issue - Unawareness of the Heritage of Aegon Religare (and the possible
resultant lack of belief in the brand) – also happens to be one of the two critical
issues identified by the Carat Fresh Integrated team

8. A look at the brands in the Life Insurance category in India:
No. Companies No. Companies
1 Bajaj Allianz Life Insurance Company Limited 12 Reliance Life Insurance Company Limited.
2 Birla Sun Life Insurance Co. Ltd 13 Aviva Life Insurance Co. India Pvt. Ltd.
3 HDFC Standard Life Insurance Co. Ltd 14 Sahara India Life Insurance Co, Ltd.
4 ICICI Prudential Life Insurance Co. Ltd. 15 Shriram Life Insurance Co, Ltd.
5 ING Vysya Life Insurance Company Ltd. 16 Bharti AXA Life Insurance Company Ltd.
6 Life Insurance Corporation of India 17 Future Generali Life Insurance Company Ltd.
7 Max New York Life Insurance Co. Ltd 18 IDBI Fortis Life Insurance Company Ltd.
8 Met Life India Insurance Company Ltd 19 Canara HSBC Oriental Bank of Commerce Life Insurance Co. Ltd
9 Kotak Mahindra Old Mutual Life Insurance Limited 20 AEGON Religare Life Insurance Company Limited.
10 SBI Life Insurance Co. Ltd 21 DLF Pramerica Life Insurance Co. Ltd.
11 Tata AIG Life Insurance Company Limited 22 Star Union Dai-ichi Life Insurance Comp. Ltd.
Note: The list is in no particular order and does not represent in anyway the standing of the brands in the market

9. Observations based on the list:
Many of the brands are a result of some or the other joint venture between an Indian
company and an international company.
Majority of the brands have Indian names which already had a significant presence and were
very well known in the public domain. People already would have had interaction with such
brands earlier. In a way, the trust was already established.
The next slide shows such brands highlighted in ‘red’ + bold.

10. A look at the brands in the Life Insurance category in India:
No. Companies No. Companies
1 Bajaj Allianz Life Insurance Company Limited 12 Reliance Life Insurance Company Limited.
2 Birla Sun Life Insurance Co. Ltd 13 Aviva Life Insurance Co. India Pvt. Ltd.
3 HDFC Standard Life Insurance Co. Ltd 14 Sahara India Life Insurance Co, Ltd.
4 ICICI Prudential Life Insurance Co. Ltd. 15 Shriram Life Insurance Co, Ltd.
5 ING Vysya Life Insurance Company Ltd. 16 Bharti AXA Life Insurance Company Ltd.
6 Life Insurance Corporation of India 17 Future Generali Life Insurance Company Ltd.
7 Max New York Life Insurance Co. Ltd 18 IDBI Fortis Life Insurance Company Ltd.
8 Met Life India Insurance Company Ltd 19 Canara HSBC Oriental Bank of Commerce Life Insurance Co. Ltd
9 Kotak Mahindra Old Mutual Life Insurance Limited 20 AEGON Religare Life Insurance Company Limited.
10 SBI Life Insurance Co. Ltd 21 DLF Pramerica Life Insurance Co. Ltd.
11 Tata AIG Life Insurance Company Limited 22 Star Union Dai-ichi Life Insurance Comp. Ltd.
Note: The list is in no particular order and does not represent in anyway the standing of the brands in the market

11. In case of
The Indian brand Religare is relatively new in the public domain in the country. As a
consequence, the awareness of the brand and knowledge about the brand is limited. As
such, unlike in the case of many other brands, the Indian name Religare in the brand Aegon
Religare results in limited benefits.
Add to the above factor, before the launch of Aegon Religare very few people would’ve known
about Aegon and its heritage.
Besides, Aegon Religare is also one of the late entrants in the Life Insurance category in India.
It is indeed imperative for Aegon Religare to make people aware of its heritage and
win their trust.

12. To turn the tide in its favor in a highly contested Life
Insurance category, Aegon Religare launched the
following campaigns:

17. Each of these campaigns is unique and clutter-breaking.
However, we’ve observed the following:
Memorable Campaigns but weak associations of the campaigns with
the brand
While prospects distinctly recall the K.I.L.B. and Star Child campaigns, they find it difficult to recall that the
campaigns were done by the brand Aegon Religare
Brand Name doesn’t facilitate instant memory
Prospects find it difficult to remember the entire name Aegon Religare
Brand Name difficult to pronounce # 1
Prospects who don’t remember (and even many of those who remember) find it
difficult to pronounce the brand name correctly
Brand Name difficult to pronounce # 2
Even when aided (by making them hear the correct pronunication), prospects find it
difficult to pronounce the name correctly with immediate effect

18. Observations & inferences given on the earlier slide give us the second critical issue facing the brand Aegon
Religare:
‘Memorability’ of the brand name Aegon Religare is low
Unlike other brand names in the category, the names Aegon and Religare
are new in the public domain
Along with the newness, it is the sound of the brand name
that isn’t conducive to instant pronunciation, and
therefore inhibits memory. This, in turn, inhibits
conversion of newness into familiarity and trust (which
gets built because of familiarity).

19. In essence:
Trust as a
Easy Sound Easy Pronunciation Easy Memory Recall Familiarity result of
familiartiy

20. How does sound become easy?
By making words poetic
By making words rhyme
By turning words into slogans
Often by making words rhyme
By adding music to words (in other words, jingles)
By adding a rhythm

21. VIP “Kal bhi aaj bhi, aaj bhi kal bhi”
“Videocon Washing Machine”
“Gold Spot, The Zing Thing”
“Lime n’ Lemoni Limca!”
Some sound successes: Cadbury’s Dairy Milk “Kuch khaas hai zindagi mein”
“Naye Bharat ki nayi raftaar, Hamara Bajaj”
Idea Cellular “Walk when you talk”
HDFC Standard Life “Sar utha ke jiyo”
Max New York Life “Karo zyaada ka iraada“
Pepsi “Yeh hai youngistan meri jaan”
Tata Sky “Isko laga daala toh life jingalala”
“Congress ka haath, aam aadmi ke saath”

22. Carat Fresh Integrated’s Recommendation:
A slogan-driven campaign to
make the brand name Aegon
Religare memorable

23. The campaign…

24. Helpin’ U Prepare
Aegon Religare!
And, if needed, similar slogans in Hindi and other languages as well

25. Why ‘PREPARE’?
Coz, Insurance
is all about Preparing for
Preparing for
preparation security of
the future
your family
members
Preparing for
Preparing for
child’s future
retirement

26. Helpin’ U Prepare
Aegon Religare!
Ideally, such a campaign should receive both -
ATL & BTL support.
Since we aren’t looking into ATL duties at the
moment, we suggest an activation campaign
for the same.

27. Helpin’ U Prepare
Aegon Religare!
Activation Idea
Slogan + Star Child Plan

28. Helpin’ U Prepare
Aegon Religare!
Activation Objectives
Improving Generating
‘Memorability’ of + leads for Star
the brand name Child Plan

29. Helpin’ U Prepare
Aegon Religare!
Activation Idea – An Overview
Discovering talent at an early age is critical
Aegon Religare will hold and administer a psychology test to little children which will help them discover
their inclinations
Since this psychology test will enable discovery of hidden talents/inclinations, it will be titled the EUREKA TEST
Once the test is administered the child’s parents will receive a detailed report on the child’s inclinations
Along with the report, parents will also receive AEGON RELIGARE STAR CHILD PLAN information kit
The information kit will explain how the child’s talents can be developed and how the parents’ dreams for
their child can be achieved through AEGON RELIGARE STAR CHILD PLAN
If needed, parents can contact Aegon Religare to assist them in finding the right institutes for developing
their child’s talents

30. Helpin’ U Prepare
Aegon Religare!
Where will EUREKA
Schools
TEST be held?
Tuition Touch Residential
classes societies
Points
Clubs

31. Helpin’ U Prepare
Aegon Religare!
How will EUREKA Leaflets
TEST be promoted?
Radio Media Banners
PR

32. Helpin’ U Prepare
Aegon Religare!
End Benefits
Genuine and unique engagement platform for the brand. First of its kind in the industry.
A chance to convert EUREKA TEST into an annual property and thereby, generate fresh leads year-after-
year.
Direct contact with the prospects.
The brand gets to own an important word ‘PREPARE’ given the context of Life Insurance, and opens up
opportunities to leverage the word in future.
In consonance with and leveraging the ATL campaign
Last but not the least, the brand name will stay on the tongues and in the minds of parents as well as their
children

33. THIS IS IT.
Helpin’ U Prepare
Aegon Religare!