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BSLI spins up three-pronged ad strategy

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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.

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