• Investment World
• eWorld
• Brand Line
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest
• The New Manager

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Cross Currency

• Rates
  
  

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources
• In Focus
• In Depth

Group Sites

• The Hindu
• The Hindu ePaper
• Business Line
• Business Line ePaper
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

Sravanthi Challapalli

Chennai April 24 In an instance of yet another ad from a financial entity designed to tug at the heartstrings, AIG has launched a corporate campaign to connect with Indian customers. With widespread operations around the world, the company is one of the major global players in insurance and financial services.

Mr Sunil Mehta, Country Head and CEO, AIG Inc, told Business Line the company needed to develop a relationship with Indian customers current and potential as it involved issues of trust, value creation and responsiveness. Further, the company's recent entry into asset management, consumer finance and real estate necessitates building a brand for AIG, Mr Mehta said.

In India, AIG has been present in the life and non-life insurance sector through Tata AIG since 2001. It also has software development and aircraft leasing businesses in the country. Worldwide, it's a business of assets worth $900-billion and over 65 million customers.

The TV commercial currently on air features a child receiving a Re 1 tip for helping an elderly neighbour with her shopping bags. Thrilled, he rushes to his high-powered-executive father's office to show him his first `salary', and the TVC signs off saying "AIG. We appreciate the value of your money." The "appreciate" denotes understanding as well as the increase in value investing with AIG's help can have on the consumer. AIG understands that "every single rupee counts", says Mr Mehta, and the TVC has been designed for the Indian mindset, which invests money with emotional value as well.

More Stories on : Advertising | Life Insurance

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Vehicle for vending tender coconut water

Copyright © 2007, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line