Star Union Dai-ichi Life Insurance has empanelled four agencies to work on the brand and its impending launch.
Star Union Dai-ichi Life Insurance is the 21st player in the life insurance category. Rediffusion Y&R, O&M, Interpublic and Madison Creative Clique (MC2) will work together on the brand. A multi-agency pitch had been called for the Rs 15 crore business.
Star Union Dai-ichi is a joint venture (JV) formed in December 2007 between two public sector banks in India, Bank of India and Union Bank, and the Japanese company, Dai-ichi Mutual Life Insurance.
Nisha Singhania, executive vice-president, Rediffusion Y&R, tells, “The insurance company was looking for partners who understood the insurance category and could create innovative communication in the cluttered space of life insurance.”
The work will be divided among the agencies, but since the Star Union Dai-ichi officials could not be contacted, the exact division could not be ascertained.
Prabha Prabhu, partner and executive director, MC2, says, “Yes, we have won the business and will look after the above-the-line communication.”