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Purvita Chatterjee

Mumbai , Sept. 1

GOING the LIC way, LIC Housing Finance has decided to have a roster of agencies to cater to its growing business.

In spite of having Mudra as its advertising agency for the past two years, the housing finance company has recently roped in Radeus Advertising, the sister agency of TBWA India.

Its latest campaign under the banner- `No worries', has been created by Radeus Advertising and the media buying has been assigned to TBWA Media.

Speaking to Business Line, Mr Ashok Dasgupta, Managing Director, LIC Housing Finance, said: ``Quite a few agencies have already introduced themselves to us and we are in the process of empanelling some.''

Added Ms Usha Sangwan, General Manager - Marketing, LIC Housing Finance, ``At the moment, we are still test marketing this new campaign and depending on our marketing strategies, we might decide to continue with it.''

Having increased its advertising spends over the years, the company has decided to appoint agencies on a project-to-project basis and depending on the kind of work they do, would be retaining them on their roster.

For instance the `No Worries' campaign created by Radeus is expected to run for a period of three months and is being treated as a new project by the housing finance company.

Added Ms Sangwan, ``Depending on our marketing needs and the response we get from this campaign, we will decide whether we would want to continue with it or not.''

Explaining the strategy behind the latest campaign, Mr Kurien Mathews, Director, TBWA India, said: ``The `No Worries' campaign is about the insurance linked product which is unique to LIC Housing Finance. The size of the account will depend on a quarter-to-quarter basis.''

Meanwhile, both Mudra and Radeus Advertising are also in the fray pitching for LIC's lucrative advertising along with a host of other agencies.

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