ICICI Prudential Life Insurance opts for MindShare

NEW DELHI: ICICI Prudential Life Insurance has shifted its Rs. 200 million media planning and buying account from Initiative Media to MindShare. Apart from MindShare and the ex-incumbent, there were three other agencies in the final round.



ICICI Prudential Life Insurance, head – marketing, Abhishek Bhatia said, “We had briefed five agencies (in the second round) to test their media planning in terms of tools and applications and creativity in terms of their usage, and buying before opting for MindShare. Though it was a close decision, MindShare seemed to be most closely aligned with our specific needs.”

In all, nine agencies were invited in the first round. The new agency will handle the TV, print, cinema, radio and other mass media buying for ICICI Prudential. Bhatia said that Lowe will continue to work on the creative business while Ogilvy Landscapes will handle outdoor advertising.

On the win, Group M South Asia chief executive officer Andre Nair said, “We are very pleased that India's number one private life insurer has appointed us as their media partner -- it’s an achievement that speaks for itself. Through our interactions with the team, we’ve seen that ICICI Prudential places a premium on innovation and rigour, which is in conjunction with our approach to media investment.”

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