IndiaFirst Life Insurance Initiates Creative Pitch

The selected agencies will be empanelled for a period of three years.

IndiaFirst Life Insurance, a joint venture between Bank of Baroda and Andhra Bank, along with UK's Legal & General, is on the lookout for a creative agency. The pitch process is aimed at finding a creative agency that will work on the overall brand building, brand positioning and communication of the company.

"We are looking at the agency to help us to create awareness about our new brand positioning," says Tamanna Khanna, head - marketing & social commerce - Delta, IndiaFirst Life Insurance.

The empanelment will be for a period of three years, renewable on a yearly based on successful fulfillment of KPIs (key performance indicators). The creative agency empanelled is expected to help IndiaFirst Life Insurance to communicate across all stakeholders - customers, distributors, industry association, regulators, India Inc and so on.

The scope of work, evaluation criteria and timelines are available on the company's website. Headquartered in Mumbai, IndiaFirst Life Insurance claims to have garnered over Rs 6,500 crore of AUM in five years of its operations and covered over 2.7 million lives pan India. The company has its presence in over 1,000 cities and towns through 6,000 partner bank branches.

IndiaFirst - with a paid-up share capital of Rs 475 crore - is promoted by Bank of Baroda, Andhra Bank and the UK's leading risk, wealth and investment company, Legal & General. Bank of Baroda holds a 44 per cent stake in IndiaFirst, while Andhra Bank and Legal & General hold 30 per cent and 26 per cent respectively.