Finance

Financial products and services including: communications promoting overall image and capabilities of a financial institution.

FILTER BY:

PROGRAM

2021 BRONZE

The journey to UPI adoption

PhonePe, a digital payments platform, needed to change the behaviour of Indians from using cash to using PhonePe. But it’s not for no reason that one of the most seminal books on India is titled – The Argumentative Indian. Despite the convenience, the universal acceptance and the safety assurance, India wasn’t taking to digital payments. PhonePe took the leadership stance, mounting a campaign that went head-on with all the arguments against digital payments, dislodging cash from its plum position and putting PhonePe as the undisputed leader, ahead of the Goliath gPay.

Brand: PhonePe
Client: PhonePe
Agency: The Leo Group Mumbai
Language: English

2021 BRONZE

Health Insurance for the Healthy

Health insurance is a high consumer-inertia and low-relevance category in India. The challenge for ManipalCigna was to grow without the saliency, distribution, or media muscle of leading health insurance brands. The current pandemic would lead one to assume that health insurance would be easily adopted, however we found that the more people took care of their health, the lesser they felt the need to insure. We decided to target those whose health protection efforts were incomplete without health insurance and succeeded in bringing in new consumers and building brand awareness and consideration.

Brand: ManipalCigna Health Insurance
Client: ManipalCigna Health Insurance
Agency: McCann Gurgaon
Language: English

2021 GLOBAL GRAND CONTENDER

The Best Gift

In Asia, it is common to financially provide for one’s elderly parents. It’s all part of being filial. But should your child be your retirement plan? Singapore insurer, Income, addressed this question in its latest life insurance campaign. Income tackled head-on the ingrained values of Singaporeans, prompting a national and global debate about the parent/child relationship and the implications for retirement planning. This pushed Income from #3 to #1 in awareness of savings and investment plans, and grew life insurance sales by 13%, all with a declining share of voice.

Brand: Income
Client: Income
Agency: BBH APAC
Language: English