Be safe, urges Birla Sunlife Insurance

The brand takes an on-ground route in association with Mindshare India and Dialogue Factory, the experiential marketing arm of Group M to organise activations at traffic signals, and fire drills at corporate offices in Mumbai.

As part of Birla Sunlife Insurance's on-going 360 degree campaign to promote the Protection Solutions plan, Mindshare India and the Dialogue Factory initiated two kinds of activations across traffic signals and at corporate offices in Mumbai, with the aim to inform people that they need to secure themselves from accidents.

The 360 degree campaign includes television commercials, radio advertising, as well as the web.

The activations kicked off in December 2011, and will continue until January 2012. The 'Rope of Safety' activity, in association with the traffic department, took place at the Bandra, Santa Cruz and Ghatkopar traffic signals. Pamphlets with messages related to safety while crossing roads and traffic signals were distributed among the people who waited at the signals to cross the roads. Banners were displayed whenever the traffic light turned red.

The mock fire drills occurred at the corporate offices, in which employees were made to participate in the exercise to learn how to protect themselves and their families in case of fire. In an effort to engage them more in the activity and make them understand the importance of the drills, a survivor narrated his/her story after each drill.

Standees and kits were kept on the desks of the employees, so that once back, the employees read the material, and kept them as memoirs. Few such drills have already taken place, while more are planned in January.

On the radio, true stories of survivors were aired, and listeners were asked to share their experiences. The three-week-long radio activity also involved the creation of a 'Protection Song', composed by Abhishek Ray, and sung by Abhishek and Kavita Krishnamurthy.

Ajay Kakar, chief marketing officer, financial services, Aditya Birla Group says, "Today's Indians are are confident that their hard work itself will make them meet all their dreams for themselves and their loved ones. Our campaign aims to provoke Indian mass to realise that there is a role that fate too can play and they should not leave their dreams to chance."

The idea behind the activations is to engage audiences by getting them to participate in the acts and take a pledge to protect their families. Ajit Gurnani, principal partner-client leadership, team ABG, Mindshare India, says, "The objective of the campaign is to inspire people to secure their families, and not to leave their dreams in the hands of fate. Through this simple concept, the insurance company launched its new campaign for its Protection Solutions."

The cause was further promoted by celebrities like Anushka Sharma and Ranveer Singh, who encouraged the listeners to take a pledge to save their families by going to the microsite www.proudtopledge.com.