The Hindu Business Line : ICICI Prudential appoints MindShare as media agency

ICICI Prudential Life Insurance, the country's leading private life insurer, has moved its Rs 20-crore media planning and buying account to MindShare. The new agency will handle TV, print, cinema, radio and other mass media buying for ICICI Prudential.

The account was earlier handled by Initiative Media. The appointment of the new agency follows ICICI Prudential's regular agency review process. Its creative agency remains Lowe.

"We evaluated agencies on a number of parameters such as their planning skills, approach, research tools and buying capabilities. Though it was a close decision, MindShare seemed to be most closely aligned with our specific needs. We're looking forward to partnering with them to take the ICICI Prudential brand further," said Mr Abhishek Bhatia, Head of Marketing, ICICI Prudential Life Insurance.

Commenting on the win, Mr Andre Nair, CEO, Group M, South Asia, said, "We're very pleased that India's no. 1 private life insurer has appointed us as their media partner - it's an achievement that speaks for itself. Through our interactions with the team, we've seen that ICICI Prudential places a premium on innovation and rigour, which is in conjunction with our approach to media investment."

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