The Hindu Business Line : TBWA\Mumbai bags Allianz account in India

ALLIANZ, the European insurer and financial services group, has entrusted TBWA\Mumbai with the task of building the Allianz brand in India. It will kick off its Indian association with the title sponsorship of the India-Pakistan cricket series — the Allianz Cup — which begins in Lahore on January 13.

TBWA\ Mumbai already has the account for Bajaj Allianz— a joint venture between Allianz and Bajaj Auto offering life and non-life insurance.

Mr Kurien Mathews, Director TBWA\India, said, "Allianz is one of the world's largest insurers and financial groups. You can expect to see quite a lot of the Allianz brand in India in the coming months. We are working closely with Allianz's marketing teams in Munich and at Bajaj Allianz based in Pune to build the global flagship brand here."

Mr Atul Kulkarni, Strategic Brand Manager - Asia Pacific, Allianz Group Marketing, said, "Having already established a working relationship with Bajaj Allianz, TBWA\India has demonstrated a strong understanding of the Allianz brand. As India is a key growth market for Allianz, it's crucial that we build our image among Indian customers as a trusted partner that provides protection when it matters most."

For the Allianz Cup, TBWA has designed the Allianz Cup Trophy, which will be unveiled in Lahore before the test series kicks off. Additionally, the agency has created TV commercials and supported branding initiatives such as the Allianz Cup Signature Drive, which aims at collecting public messages of support and good luck for both the Indian and Pakistani teams.

Allianz brand building plans in India extend well beyond sport. There will be a high-impact multimedia campaign launched after the Allianz Cup. As per IRDA figures for the last three months, Bajaj Allianz Life ranks as the number one private sector player while Bajaj Allianz General is number two amongst the private general insurance companies.