Mudra to handle Apollo’s JV on health Insurance

Apollo’s health insurance project – a joint venture with German insurance company DKV – will be rolled out by August-end. The creative duties for the same will be handled by Mudra Communications out of its Delhi branch.

This JV, in which Apollo holds a majority stake, plans to roll out five different health insurance products by the end of August.

Besides, Mudra, there were four other agencies in the fray for this business. The pitch for this business was held in June; however, the names of these agencies could not be ascertained. The participating agencies were briefed to come with a detailed presentation on a strategy to position the brand and launch corporate initiatives for the new venture. Only those agencies were invited which do not handle any insurance brands.

Mudra’s mandate will be to launch the brand and position it aptly in the Indian market.

The media plan and the campaign are being put in place. The advertising campaign will be rolled out immediately after company’s official launch. The source informs that the company plans to use print, outdoor, television along with new media to promote its initiatives.

Health insurance has a very low penetration in India. Though in the recent times the awareness for health related insurance has gone up. Earlier consumers preferred to pay up their medical bills but now with rising medical expenses and the burgeoning awareness, it is expected that the health insurance sector will be the fastest growing segment in the insurance category.

Also, the competition within the health insurance segment is growing. An insurance expert informs that this newly launched company will have to do a lot of homework and create a brand out of itself from the scratch.

There is also a buzz that Life Insurance Company of India (LIC) is planning to foray into health insurance within six months. It had earlier planned to do the same though the plan was scrapped.

Following Raj Kurup, Parle Agro moves to CreativeLand Asia

Creative duties for the entire Parle Agro portfolio have moved out of Grey Worldwide. The agency had been handling the business since December 2004. However, things changed after Grey Worldwide’s regional creative director, Raj Kurup (who had been active on the Parle account), quit the agency a few months ago. He went on to start his own creative outfit, CreativeLand Asia, and his entire creative team followed suit.

As he is no longer with Grey, the Parle Agro portfolio has moved with him to CreativeLand Asia. The size of the business is around Rs 30 crore. Parle Agro’s brand range comprises Frooti, Appy, Appy Fizz, N-Joi and Parle Bailey Aqua.

Recently, Parle Agro’s media duties too, had moved out of MediaCom (Grey’s media arm), to OMD, tracing the agency’s co-presidents Jasmin Sohrabji and Harish Shriyan’s exit from MediaCom, and their subsequent move to OMD.

Someone perhaps wisely commented on advertising being a ‘people-driven’ business.

Speaking on the shift, Nadia Chauhan Kurup, director, marketing, Parle Agro, tells agencyfaqs!, “Just like in the case of Jasmin and Harish, we noticed a difference in the Grey’s output post the creative team’s departure.” Therefore, the comfort factor led to shifting the business to CreativeLand Asia.

Says Raj Kurup, chairman and chief creative officer, CreativeLand Asia, “We don’t look so much at the clients and billings we get, but more so at the brands they have. In terms of sheer excitement, these are great brands for us.” Kurup was responsible for the repositioning of Appy Fizz and Frooti, a year ago.

The new campaign will break sometime around Diwali, and the media mix will include television, press, outdoor, radio and viral marketing.

CreativeLand Asia will also be responsible for the new product launches from the Parle Agro stable, which are due in sometime.

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Husband’s Poem to Wife

I wrote your name on sand it got washed.

I wrote your name in air, it was blown away. Then

I wrote your name on my heart & I got Heart Attack.

God saw me hungry, he created pizza .

He saw me thirsty, he created Pepsi .

He saw me in dark, he created light .

He saw me without problems, he created YOU.

Twinkle Twinkle little star

You should know what you are

And once you know what you are

Mental hospital is not so far.

The rain makes all things beautiful.

The grass and flowers too.

If rain makes all things beautiful

Why doesn’t it rain on you?

Roses are red, Violets are blue

Monkeys like u should be kept in zoo.

Don’t feel so angry you will find me there too

Not in cage but laughing at you