MAM
BSLI spins up three-pronged ad strategy
MUMBAI: Birla Sun Life Insurance (BSLI) is seeking new ways of perfecting the art of giving a 360 degree marketing and communication spin to support its direct sales team.
BSLI has undertaken three promotions in the period from August end to September end. These three promotions cover specific segments of the market like the domestic airline travellers, airline promotions and Hutchalive, the SMS broadcast subscriber campaign.
The following campaigns have been planned:
* Newspaper stickers: Covering newspapers in ‘business class’ and ‘economy’ in Jet Airways, the promotion will last for one month. The sectors being covered are Mumbai, Delhi, Kolkata, Chennai, Bangalore and Hyderabad. The company says, about 510,000 newspaper stickers have been manufactured . The message is “Together for Life”- Life Insurance and Investment.
* Boarding passes of Indian Airlines: For one month, the reverse of 600,000 boarding passes will carry the advertising tag line Together for Life”- Life Insurance and Investment.
* SMS messaging of a contest to HutchAlive subscribers: SMS or mobile phone advertising has been heralded as the next generation communication. This BSLI promotion has already commenced. The taregtted subscriber base is about 450,000. There are 100 early bird prizes everyday for the five days of the contest. There are two final prizes of a stay at Taj Exotica.
BSLI vice president (marketing and communication) Anjana Grewal claims that each of the above promotions will deliver value for money spent.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
