MUMBAI: Birla Sun Life Insurance (BSLI), the insurance arm of Aditya Birla Financial Services Group, announced the appointment of Taproot India as it creative partner.

Birla Sun Life Insurance had invited four agencies to share their strategy and creative recommendations, namely, McCann Erickson, JWT India, Taproot India and Scarecrow. The incumbent agency is JWT India and has partnered BSLI for over five years.

Speaking on the appointment, Aditya Birla Group CMO financial services Ajay Kakar said, “Today, the Life insurance industry is at an inflection point in India. There is an opportunity for us to redefine the role that this industry can play in the life of mass India. At Birla Sun Life Insurance, we remain committed to our chosen strategy to provoke mass India to self-realise the importance of life insurance in their lives, as a source of certainty in a rather uncertain world. With Taproot India, we have found an agency that not only guide and partner with us in the creative expression of our brand, but more importantly, also help us strategise for the way forward.”

Taproot India co-founder and chief creative officer Agnello Dias said, “Birla Sun Life insurance, as a brand, is very passionate about its business and operates with great clarity, sharp insights and a strong point of view. As its communication partner, we look forward to making the brand even more relevant to consumers than it is.”

“Birla Sun Life Insurance has done some brave work in the past in the insurance category. It is seen as a leader and we are very excited to work with the brand. Birla Sun Life insurance will also add a different dimension to the Taproot portfolio,” said Taproot India co-founder and chief creative officer Santosh Padhi.

“Despite the presence of many players in this category, a strong brand with a clear agenda will always have the opportunity to create interesting brand conversations. We are more than delighted to partner Birla Sun Life Insurance in its journey ahead,” added Taproot India CEO Umesh Shrikhande.