Cannes Young Lions India - richakoparday.files.wordpress.com · Summary of the brief On one hand,...
Transcript of Cannes Young Lions India - richakoparday.files.wordpress.com · Summary of the brief On one hand,...
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Cannes
Young Lions
India PRINT
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Summary
of the brief
On one hand, in spite of having one breadwinner per family, people fail to
realise the importance of life
insurance.
Penetration of life insurance in India is a
mere 3.4%.
Most of them believe that life insurance
is for investment and not protection.
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Better lifestyles underline the need for
better life security.
It thus presents the insurance industry
an opportunity to expand.
There is a need to sensitize and educate Indians that life insurance is
protection for the family they leave
behind and not an investment product.
Summary
of the brief
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Target audience
Gender: Male.
Age: 30 to 50 years.
Demographics: Urban cities.
Socio-economic background: Sec A and B.
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Current
market
perception
Insurance is only for investment.
It is not for me.
I have better options like property for
investments rather than insurance.
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Current
market
perception
It’s an added expense to the regular
ones which can be avoided.
Anything can be bought on credit now
and paid for later.
I earn so that I enjoy a better lifestyle.
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Desired
market
perception
I am the sole breadwinner in my
family.
Life is unpredictable. I don’t want
my loved ones to suffer after me.
Life insurance is a must.
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Desired
market
perception
I choose to sacrifice few luxuries in my
presence to ascertain their presence in my absence.
Monthly salary might not take care of
the credit.
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Approach ENCOURAGING PEOPLE TO
HAVE AN EXTRAORDINARY
LIFE.
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Insight
ALL DREAM OF BEING A HERO.
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Idea
Creation of a simple crossword puzzle.
Its solution is how one can become a hero.
It also leads to one getting life insurance.
It’s interesting and it invites participation.
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