ICICI Prudential promotes Bhatia to head of marketing

NEW DELHI: ICICI Prudential Life Insurance has appointed Abhishek Bhatia as the head of marketing. The 28-year old, whose career has spanned six years, was previously working as marketing manager with the same insurance company.

Bhatia, an alumnus of IIM Calcutta started his career with SmithKline Beecham Consumer Healthcare , where he was responsible for handling brand Boost. Bhatia decided to move on after a two and a half years stint there and joined ICICI Prudential Life Insurance as a brand manager.

Bhatia is pleased with his sojourn so far. ?The main challenge is to think beyond convention. There is hardly any FMCG company with advertising plans looking beyond TV. Almost of all them seem to be missing out on impact. One of the reasons why I joined ICICI Prudential Life Insurance was the fact a new industry and a new company gives freedom and opportunity to do something different. Over here, the challenge was to start a brand from scratch. Having done that with the corporate brand, we also created categories like Retirement Solutions from a zero base. So it?s been quite challenging and satisfying as well,? said Bhatia.

Reminiscing his stint at SmithKline Beecham, he said, ?The high point there was creating a 360 degree marketing plan around Sachin Tendulkar. Rather than distributing conventional freebies, we decided to go for memorabilia of Sachin. The idea was not only to reach out to mothers but kids as well, creating pester power.?

Bhatia and his team at ICICI Prudential Life Insurance, which is currently reviewing the media planning and buying account (currently with Initiative Media), has already worked some innovative campaigns. For instance, a tie-up with the Dabbawalla Organisation in Mumbai for a direct marketing exercise, to talk to the customer through a non-cluttered route, and thereby have a higher impact. Also, introducing a tax planner by the name of Chintamani on radio, who would answer consumer?s queries about the role of insurance in financial planning.

Latest Reads
This Diwali, Shopmatic helps you set up your online shop at just INR 4400

With online shopping being in the rage around the seasonal festivities, international e-commerce company Shopmatic is giving small businesses a golden chance to participate in the frenzy by setting their digital shops.

MAM Marketing Brands
ITW Consulting Associates with Cricket South Africa for The Commercial Syndication of The MSL T20 League

ITW Consulting, India-based Sports management company through Global Sports Commerce (GSC), has acquired On-ground Rights, Sponsorships and Broadcast Productionfrom Cricket South Africa

MAM Marketing MAM
Mumbai Gears Up For The 10th Edition of TEDxGateway 2018 as 20+Speakers Take Center Stage

If there’s one platform that brings masterminds together from various walks of life, the first name that comes to mind is TEDxGateway.

MAM Marketing MAM
Initiative appoints Alok Sinha as chief strategy officer

IPG Mediabrands has appointed Alok Sinha as chief strategy officer in line with the agency’s transformational vision merging legacy with new-age dynamism.

MAM Media and Advertising People
Anita Nayyar elevated as CEO of Havas Media Southeast Asia

Havas Group has promoted Anita Nayyar as CEO of Havas Media Southeast Asia on the back of an accelerated growth strategy in the region. This is in addition to her role as CEO of Havas Media India.

MAM Media and Advertising People
Guest Column: The changing landscape of 'Festive Marketing'

Festive season is a time when marketing spends by brands shoot through the roof – and for good reason. This is the time when most high-ticket purchases are made, or if not, influenced. Because of these, most products have huge discounts going on their platforms or brands.

MAM Marketing MAM
Publicis.Sapient launches campaign with The Humsafar Trust

Publicis.Sapient, the digital business transformation hub of Publicis Groupe, has launched a short film, #PeopleNotLabels, in partnership with The Humsafar Trust, India’s oldest LGBTQ organisation.

MAM Media and Advertising Ad Campaigns
Datsun appoints Aamir Khan as face of brand

Datsun has announced actor Aamir Khan as its brand ambassador in India.

MAM Media and Advertising People launches new TVC campaign for ‘Home Utsav’

Real estate platform has announced the launch of the new TVC campaign for ‘Home Utsav’, an annual online home shopping festival.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories