MUMBAI: HDFC Standard Life Insurance has awarded its AOR to Group M's Mediaedge:cia, which pipped Starcom to the post. The other agencies in the fray were Lodestar and Insight.

According to industry estimates, the account is worth Rs 200 million.

 
 
Confirming the development to Indiantelevision.com, HDFC Standard Life Insurance marketing head Sanjay Tripathy says, "We were very happy with the manner in which Mediaedge:cia approached our business and suggested media solutions, which can help us differentiate our brand in the market."
 
 
On the other hand, Mediaedge:cia India managing director Shubha George says, "We are delighted to partner HDFC Standard Life Insurance. Mediaedge:cia's unique `Navigator' operating system that helps provide business-led media and marketing solutions enabled us to showcase solutions that went beyond the conventional media. We are looking forward to closely working with HDFC Standard Life as true business partners."