MAM
IndiaFirst urges you to insure against the certainties
MUMBAI: IndiaFirst Life Insurance, a joint venture between Bank of Baroda, Andhra Bank and Legal and General, UK has launched a one-of-its-kind advertising campaign titled – Because life is full of certainties.
The campaign is a proposition that seeks to appeal to customers’ own reasoning by advocating prudence in planning for events or life goals that have a greater likelihood of happening such as getting married, having children, fulfilling responsibilities towards them, and retiring. This is a step away from the generally promoted outlook to insurance that hinges on a person’s fear of the unknown.
To spread awareness on the unique premise of providing adequately for certainties, IndiaFirst Life has rolled out the “Because Life is Full of Certainties” campaign pan-India, across mediums including billboards, hoardings, OOH, digital, radio, and internet marketing.
IndiaFirst Life Insurance director of sales and marketing Rushabh Gandhi says, “It was imperative for us to get our brand positioning aligned to our Customers First philosophy. From here stemmed the idea of our campaign, a proposition born out of the understanding that life isn’t full of accidents waiting to happen. In fact, it is full of certainties. So instead of worrying about things that most likely won’t happen, why not prepare for those that certainly will.”
Ogilvy & Mather executive vice president Prakash Nair adds, “One of the biggest barriers to insurance in India is the superman syndrome – the ‘I don’t need it’ attitude. Nothing will happen to me attitude. And the best way to convince these folks is straight talk – no jargon and no emotional overdose! The best way to get them to sit up and take a second look at us would be to tell them what will happen versus what could, maybe, happen.”
MAM
Axel Springer to acquire Telegraph Media Group in £575 million deal
Deal sidelines rival bid from Daily Mail owner DMGT
BERLIN: German media conglomerate Axel Springer has agreed to acquire the UK-based Telegraph Media Group in a deal valued at about £575 million, marking one of the most significant cross-border investments in the British news industry in recent years.
The agreement involves an all-cash purchase of the Daily Telegraph and Sunday Telegraph, bringing months of uncertainty over the ownership of the historic newspaper titles to an end. The move also sidelines a rival proposal from Daily Mail and General Trust, the parent company of the Daily Mail.
Axel Springer chief executive Mathias Döpfner said the acquisition reflects the company’s long-standing interest in the publication and its legacy in British journalism. Owning The Telegraph, he said, is both a privilege and a responsibility.
Döpfner noted that Axel Springer had attempted to buy the newspaper more than two decades ago but failed at the time. The new agreement, he added, finally fulfils that ambition.
The Berlin-based media group plans to launch an investment programme aimed at strengthening the Telegraph’s operations and expanding its business footprint. As part of the strategy, the company intends to grow the publication’s presence in the United States and broaden its international reach.
Telegraph Media Group was put up for sale in 2023 after its former owners, the Barclay brothers, ran into mounting debt obligations. Several takeover efforts have since collapsed before reaching completion.
In 2025, a bid from Daily Mail and General Trust had been agreed but later faced regulatory scrutiny.
UK culture secretary Lisa Nandy said the government has initiated a review of the proposed ownership change, citing concerns that the deal could affect the diversity of viewpoints in Britain’s media landscape.
She added that the Competition and Markets Authority will examine potential competition implications, while communications regulator Ofcom will assess broader public-interest considerations related to the transaction.
