Following a pitch process involving five agencies, the creative duties for ING’s corporate identity have been awarded to McCann Erickson. The campaign is due to break in a few weeks’ time.
It is the first campaign that ING is creating specifically for the Indian market; previous campaigns were international ones that were disseminated in the Indian market. Lodestar Universal will handle the media duties of the corporate brand.
Prasoon Joshi, executive chairman, McCann Erickson India, and regional executive creative director, Asia Pacific, McCann Erickson, explained, “The campaign will bear the trademark of McCann advertising in terms of understanding of the Indian audience and connecting the brand and its core to them.”
ING’s verticals are ING Life Insurance, ING Investment Management and ING Vysya Bank.
ING’s history is as follows: In 1991, Dutch insurer Nationale-Nederlanden and NMB Postbank Group merged to form Internationale Nederlanden Groep (ING). The financial company entered India in 1999 through a joint venture with Vysya Bank, called ING Vysya Mutual Funds, which is now known as ING Investment Management. ING Life Insurance was introduced in 2001 and ING Vysya Bank in 2002. ING recently called for a media and creative pitch for the corporate duties of ING Vysya Bank.
Rediffusion Y&R and Starcom MediaVest Group handle ING Life Insurance. Meridian and mediaedge:cia handle ING Investment Management. The creative duties for ING Vysya Bank have been assigned to JWT. The media duties for the bank (previously with TME Bengaluru) have also gone to Lodestar Universal along with the ING corporate duties.