Snoopy returns to MetLife, but it’s not for peanuts

The much-loved ‘Snoopy’ is back as the brand mascot of MetLife’s Indian joint venture — PNB MetLife India Insurance.

Charlie Brown’s pet dog in the comic strip ‘Peanuts’ had disappeared from MetLife’s India operations in 2013, when the Indian joint venture, previously know as MetLife India Insurance, saw Punjab National Bank emerge as a majority shareholder.

“Snoopy represents happiness, accessibility and friendliness and this is what we want to be to our customers in India,” Tarun Chugh, Managing Director and Chief Executive Officer, PNB MetLife India Insurance, told BusinessLine .

Of course, Snoopy will come at a cost. PNB MetLife will have to pay royalty to the owners of this Peanuts character.

Snoopy started its association with MetLife in the mid-eighties in the US. It is now all set to provide a fresh impetus to MetLife’s journey in the Indian market.

Though not much was known as to why Snoopy was dropped as a mascot, the apprehension was that the Indian customer may not easily connect with it.

Now, PNB MetLife is looking to leverage on the return of Snoopy and use the brand mascot in all letter heads, visiting cards of its senior executives and on ground activities. Every possible exposure is being utilised and one could even find live Snoopy in certain PNB MetLife outlets.

When customers buy products, it should go with the ethos of simplicity that the brand mascot represents and championed by the company, according to Chugh.

Snoopy has been successful in providing the “connect” between MetLife and hundreds of American families over the past few decades, helping this company emerge as an international insurance player. MetLife has been present in India since 2001 and Snoopy formed part of its marketing strategy for a decade from 2002 to 2012.

Also on the anvil is a movie on Snoopy that will be sponsored by MetLife this year-end. Given the pride of place that Snoopy now enjoys in the MetLife’s Indian joint venture, there are also plans to celebrate its birthday in August!

PNB MetLife is present in over 120 locations across the country and serves customers in more than 7,000 locations through its bank partnerships with PNB, Jammu & Kashmir Bank and Karnataka Bank.

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