6/4/2015

HowIFFCOTokioattractsurbancustomersRediff.comBusiness
HOME NEWS BUSINESS MOVIES SPORTS CRICKET GETAHEAD SHOPPING

rediffNewsApp

Search

SHOPFOR: Men'sLifestyle Women'sLifestyle Mobiles Electronics Appliances CarAccessories Home&Decor PersonalCare Books AllCategories
Signin|CreateaRediffmailaccount

Rediff.comBusinessHowIFFCOTokioattractsurbancustomers

HowIFFCOTokioattractsurbancustomers
Share

Comment

Togetsucharticlesinyourinbox
EnterYouremailID

Subscribe
Textsize:AAA

Latestfromrediff.com
'Thefocuscan't
justbeonscoring
highmarks'

October31,200612:43IST

Howwouldyoureactifyoufoundahorsecarriageinacarpark?Surprised?Confused?That
justaboutsumsuphowtheparkingattendantinIFFCOTokio'snewtelevisioncommercial
lookswhenheseesawelldressedexecutivetrottinginonahorsecarriage.
Andbeforehecanbegintorelatewiththisdifferentmodeoftransport,theexecutivegives
somesugarcubestotheattendanttofeedthehorsewhilehe"parks"hisvehicle.Awry
messageappearsonthescreen:"Stillwaitingforyourcarinsuranceclaim?"andthe30second
adfilmendswiththeparkingattendantstrugglingtotakecareoftheanimal.
ThenewcampaignisfurtherproofofthereinventionofIFFCOTokio.Startedin2001asa
nonlife(general)insurancecompanywithafocusoncorporateinsurancewithproductslike
fireinsurance,ITinsuranceandsoon,thecompanyisnowlookingatexpandingitsreachby
includingretailservices.

TheLove
Hormone:How
muchdoyou
know?

10powerfulways
tostandoutat
work

IndonesiaOpen:
Kashyap,Sainain
quarterfinals

Untilrecently,thecompanyhasconcentratedonruralmarkets,withspecificproductslike
weatherinsuranceandfarmers'policies.
Now,itistargetingurbanconsumerswitharetailportfoliothatincludesproductslikemotor
insurance,homeinsurance,travelinsuranceandsoon.
Thisyear,theretailportfoliowillgrow10percenttoaccountfor55percentoftotalbusiness.
Thecompanyalsoaimstoexceedlastyear's1.5millionpolicysalesfiguresbyanother40per
centthisyear.

'Restrictedentry
fornonHindusin
Somnathtemple
wrong':Paswan

Whatarelief!You
don'tneedtopay
tollontheSion
Panvelhighway

AjointventurebetweenleadingfertiliserproducerIFFCOandJapan'sTokioMarineandFire
Insurance,IFFCOTokioistheNo.3playerinthenonlifeinsurancesegmentafterICICI
LombardandBajajAllianz.

WhyAtalPension
Yojanaismost
likelytoflop

Lastyear,thecompanymarkeditsdecisiontobecomeamassplayerbybringingonboard
DenstuMarcom,Delhi,tocommunicateitsgeneralinsuranceofferingshomeinsurance,
motorinsuranceandsoon.Theawardwinningprintandtelevisioncampaign,withthetheme
"whicheverwaylifetakesyou,we'llbethere",helpedincreasebrandrecall(fromnearzero
levels).

'Ihatemyselfon
screen'

Thistimeround,thefocushasbeentweakedslightly."Lastyear'sadsspokeaboutourretail
products.Now,wewantedacommunicationthatwouldhighlightourpluseslikehasslefree
serviceandtimeliness,"explainsAjitNarain,CEOandMD,IFFCOTokio.
Todothat,thecompanydecidedtohighlightmotorinsurance,whichaccountsfor40percent
ofallnonlifeinsuranceandissecondinpopularityonlytolifeinsurance.

PIX:Bipasha,
Riteish
Deshmukh,
Parineetileave
forIIFA2015

Thechoiceofpolicyisalsoaperfectfitwiththecompany'stargetcustomersmeninthe2545
http://www.rediff.com/money/report/iffco/20061031.htm

1/4

6/4/2015

HowIFFCOTokioattractsurbancustomersRediff.comBusiness

yearagegroup.Researchbythecompanyhasshownthatmorementhanwomenarethe
decisionmakersonnonlifeinsurancepolicies.
Thecarinsurancethemeremainsthesinglepointofcommunicationacrossallmediapress,
outdoorandonline.TheadisbeingcurrentlyairedonmassentertainmentchannelslikeStar

VidyaBalan:One
hitfilmandthings
willchangefor
meagain

Plus,SETMaxandbusinesschannelslikeAajTak.
Theprintadvertisement,too,whichshowsanundergroundcarparkwithahorsecarriage
parkedalongsideothercars,willappearingeneralnewsmagazineslikeIndiaToday,
newspapersandautomagazines.
"Theideawastohighlightcustomerservicesthroughasinglecreativethatiswidely
understoodbyourtargetaudience,asthiswouldincreasethebrandvisibilityandrecallvalue,"
saysNitinSuri,executivecreativedirector,DenstuMarcom,Delhi.
Still,neitherclientnoragencywantedtotakeachancewithanadthat'sratherdifferentfrom
theusualinsurancecommercials.Sobeforethemassrelease,Dentsuconducteddipstick
surveysamong300consumersinDelhi,MumbaiandChennai.

ElectricBarbequeGrillAnd
BarbecueGrillToasterElectric
FryingPan
Rs.2,299Rs.1,195

5TierFoldableStainlessSteel
ShoeRack16Pair

SandiskUltraUSB3.0Cz48Flash
Drive16GBBlack

Rs.1,499Rs.469

Rs.799Rs.699

Addtocart

Addtocart

MoneywizLive!

BSE26,813.42
NSE8,130.65

23.78
4.45

9:00

16:00

9:00

EnterCompanyorMutualFund

16:00

GetQuote

TopGainerUnitechLtd.+8.97ViewAll
TopLoserLICHousingFi44.94ViewAll

Addtocart

Therespondentswerealsoquizzedontherecallofvariousnonlifeinsuranceproductsandjust
howimportantwastheissueofpromptpaymentofclaims.
Theresultsweren'ttoosurprising:consumersaren'treallyawareofdifferentbrandsofnonlife
insuranceproducts,buttheydoplaceapremiumontimeliness."Theadunderlinesthefact
thatforIFFCOTokio,turnaroundtimeisasimportantasthecarinsurancepolicy,"saysSuri.
Thecompanyclaimsasuccessrateofover90percentinsettlingclaimswithinsevenworking
daysofsubmissionoftheclaim.Recentinnovationsincludeonlinetrackingofaclaim's
progressandofferingSMSalertsaboutthestatus.
"Thesemovesincreasecredibilityandalsoaddapersonaltouch,whichwillhelpincrease
customerassurance,"saysMukeshPilania,head,brandmanagement,IFFCOTokio.
RegionallanguagevariantsoftheTVChavebeenmade,ashaveshortereditsof15and10
seconds.ThesewillbeonairacrosscableTVchannelsforthenexttwotothreeweeks.Butit's
notjustaboutadvertising.CrosspromotionswithautocompanieslikeToyota,Hondaand
Suzukiarebeingplannedandongroundpromotionswillstartnextweek,retainingtheequine
theme.
ShoppersinGurgaonandMumbaiwillsoonseeacarriageparkedoutsidetheirfavourite
malls.IFFCOTokiostallshavealsobeensetupnearby,whereinformationwillbeprovidedon
thetypesofpolicies,theclaimprocessandsoon.
"Suchinteractiveactivitieswillhelpcreateastrongfootholdforthecompanyandincrease
brandassociation,"declaresSuri.There'sevenasignaturetuneforthecompanynow.It'sbeen
usedintheTVSandwillbeplayedonallcompanyphonelinesandduringcorporateevents.
http://www.rediff.com/money/report/iffco/20061031.htm

2/4

6/4/2015

HowIFFCOTokioattractsurbancustomersRediff.comBusiness

Ofcourse,noneofthatwouldbereallyrelevantifthecompanydidnothavethenecessary
infrastructureinplace.
Inthepastyear,IFFCOTokiohasestablishedfivecustomerservicecentres,100officesand
500exclusivedistributorpointsacrossIndia.And,thenumberofdistributorshasgoneupby
nearly150from350overthesameperiod.
"Wewantedtoensurethatourdistributionandservicesweregoodenoughtoprovidethebest,
wherepolicyholdersdon'thavetobegfortheirownmoneyduetolengthyclaimprocedures,"
explainsPilania.
WhoDidWhat
Client:IFFCOTokio
Agency:DentsuMarcom,Delhi
Creative:NitinSuriandChraneetaMann
Clientservicing:ChandyMohapatra
MeghanaBiwalkarinMumbai
Source:

Share

Printthisarticle

Comment
It'sfree!

Togetsucharticlesinyourinbox

EnterYouremailID

SUBSCRIBE>

http://www.rediff.com/money/report/iffco/20061031.htm

3/4

6/4/2015

HowIFFCOTokioattractsurbancustomersRediff.comBusiness

Businessemail OfficeemailApp

Domainregistration

Website

Rediffmail Money

Companyemail OnlineShopping

Books

Gifts

Videos

Blogs

Buzz

2015Rediff.comInvestorInformationAdvertisewithusDisclaimerPrivacyPolicyCareersFeedbackTermsofuse

http://www.rediff.com/money/report/iffco/20061031.htm

4/4