MAM
Posterscope India unveils new campaign for IDBI Federal Life Insurance
MUMBAI: Posterscope India, the out-of-home agency from the Dentsu Aegis Network, has conceptualised and executed a high visibility out-of-home campaign for IDBI Federal Life Insurance.
The task put forth by the IDBI Federal Life Insurance team was to popularise their flagship offering – ‘IDBI Federal Lifesurance Whole Life’ plan – in the market and to develop a visible and targeted campaign that would support and boost their on-ground sales.
The objective of the campaign was to effectively reach out to the brand’s core target audience – males, 25-44 years, SEC A and B – across 100 locations pan India.
The challenge awaiting the Posterscope team was twofold – first, the need to cover a humungous geographical spread in a short span and second, to juggle with multiple creatives in numerous languages. It was with the help of a well-crafted implementation strategy and effective co-ordination with the IDBI Federal team that Posterscope India managed to delivered a successful campaign within the stipulated timelines.
Timely scheduling and appropriate choice of media was extremely essential for the campaign to break the clutter amidst heavy financial services advertising that took charge in the last quarter of the financial year.
The campaign was executed with meticulous planning and effective consumer targeting through identification of relevant consumer touch points – media placement at key high traffic locations, arterial roads, congregation points and also near partner bank branches across all cities and appropriate media selection.
The result culminated into a massive execution, entailing 350+ media units with 200+ unique artwork adaptations, multi location printing, with all media locally evaluated and approved.
Additionally, a cinema screen advertising campaign was executed across multiplexes and single screen movie theatres in key markets across India to ensure that the brand’s message was well communicated and consumed by movie goers.
Commenting on the campaign IDBI Federal Insurance chief strategy and marketing officer Aneesh Khanna said that in a category where most life insurance players have refrained from advertising whole life plans, it has taken the bold step of communicating a complex product in a simple, yet an interesting way.
“Posterscope helped us reach out to mass India with our product proposition in a timely and a cost- efficient manner. Their choice of locations and media touchpoints has ensured that the communication stands out in the clutter of financial services advertising,” added Khanna.
Posterscope Asia Pacific regional director Haresh Nayak said, “We are delighted with this appointment and thank the IDBI management for considering us worthy for OOH and Ambient offerings. We are confident that we can add strategic value in making the IDBI Federal brand a household name across the country.”
Digital
The Indian Express appoints Nandagopal Rajan as CEO Digital & Shobhit Singhal as chief technology and product officer
Longtime editor steps up to lead next phase of growth and storytelling
NEW DELHI: The The Indian Express has announced a major leadership reshuffle in its digital division, naming veteran journalist Nandagopal Rajan as chief executive officer (Digital), while also bringing in Shobhit Singhal as chief technology and product officer.
Rajan, who has been with the organisation for over a decade, steps into the role after serving as chief operating officer and earlier as editor of new media. His journey with the company dates back to 2013, when the digital team was a compact setup. Today, it has expanded into a multi-city operation with over 500 employees, reflecting the rapid evolution of the publisher’s online presence.
In a note announcing his new role, Rajan said, “Stepping into the role of CEO of The Indian Express Digital, I am very aware that it is not about a title. It is about responsibility to the vision, to the belief that we must always be content-led, and to every reader who expects credible journalism from us.”
He also acknowledged the contributions of leadership figures such as Anant Goenka and George Varghese, while crediting Sanjay Sindhwani for building a strong foundation for future growth.
In parallel, the company has appointed Shobhit Singhal to lead its consumer product and technology functions, overseeing engineering, design, marketing, growth and subscriptions. Singhal brings extensive experience across digital product ecosystems, having previously worked with platforms such as Disney+ Hotstar and Moloco, and also serving on advisory initiatives with Google.
Singhal’s mandate will focus on strengthening user experience and scaling the publication’s digital offerings, as competition intensifies across India’s online news and media landscape.
The dual appointments signal a sharper focus on technology-led storytelling and product innovation at The Indian Express, as it continues to expand its digital footprint.
With seasoned newsroom leadership and a product-first strategy now aligned, the organisation appears set to push into its next phase of digital growth while staying rooted in its editorial core.
