Brand Portrait, a full services creative solutions company, has won the end-to-end communications business for Star Health & Allied insurance company in India. The media budget is pegged around 4 – 5 crores in the first year and is likely to increase with growing national presence and increased number of products offering in years to come.
Brand Portrait has been associated with Star Health from 2006 and has helped the company to establish its foothold in the South. Star Health being a first truly, stand alone health insurance Company competing against well-established brands in the market is set to enter the retail insurance market aggressively by introducing a large number of consumer-friendly products on an ongoing basis.
To ensure that the company extracts the maximum bandwidth possible Star Health & Allied Insurance has decided to share the advertising mandate with Brand Portrait and Network Advertising. This would enable Star Health to draw on the expertise of 2 agencies and therefore diverse the creative thought process.
“We are happy to be associated with a result oriented agency such as Brand Portrait who have distinguished themselves with the quality of work that has been done in the past for companies that look for creative solutions in the ambit of advertising. We had called for a multi-agency and we narrowed down on Brand Portrait as we believe that they would give us true value for the ad spend.” Anand Roy, assistant vice-president, marketing and sales, Star Health and Allied Insurance said.
Commenting on the win, Mr. Raj Narain, co – founder, Brand Portrait said, “We believe it is the passion and ownership that we brought to the table that has made all the difference and helped us clinch the deal. Our strategy for Star Health & Allied Insurance will be to position them beyond just another health insurance provider and emphasis on them being a truly consumer friendly insurance company.”
Taking about the creative campaign Mr. Venu Gopal Nair, the creative director & Co founder, Brand Portrait , adds “To compete with the well established Industry giants and maintain a top of mind recall for Star Health it is important that we opt for a campaign that offers a maximized reach in relatively smaller budget. We intend to choose mediums that would ensure an optimum utilization of the ratio between money spent and the results thereof. This would mean that we would concentrate on a couple of mediums that offer huge creative freedom and high hit ratio in reaching the target audience rather than spread ourselves thin.
The campaign is likely to start in August.