Business IdeasReliance Life's new brand promise is 'All is Well'
Reliance Life Insurance has entered into an association with the makers of "3 Idiots", as per which the insurance firm will use the thought "All is Well" -- one of the mainstay theme of the film -- to promote its products.
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""All is well" is a brand promise. It is a way of saying that if someone has our policy, his financial needs in the various milestones of his life would be covered by our plans," Reliance Capital Chief Marketing Officer Sanjay Jain said.
The makers of "3 Idiots", Vidhu Vinod Chopra Films, and Reliance Life have entered into a tie up and would drive immense benefits from the synergy and will be jointly promoting the concept of ‘All is well’, the company said.
"It is a win-win situation for both of us. We are running a brand campaign and we are using the footage of the movie which in turn is promoting the film," Jain said.
This will be the first tie-up for Reliance Life Insurance in the entertainment space, as per which the company would reach out to masses with a simple and endearing proposition -- "Jab hai saath Reliance Life Insurance. All Is Well".
"It will continue even after the movie," Jain said, adding that "in future if we get a theme which would fit the brand image of any of our other group companies, we would like to enter into a tie-up and capitalise on it."
The campaign is running over 50 TV channels and 37 radio channels covering more than 250 cities in India. It will also be supported by outdoor hoarding in over 500 towns.