Mumbai: Aimed at creating awareness for the Life Insurance segment in Nepal, Surya Life Insurance – a leading player in the category in Nepal, roped in celebrated singer Indira Joshi –popular for being a judge on the Nepal Idol television show, as their Brand Ambassador earlier this year.
BeanstalkAsia has conceptualized and created a musical campaign utilizing the full potential of the versatile and popular singer as the brand ambassador. The melodic brand song is young, peppy, positive, and has a stickiness that people would love to hear and sing-along. While the brand song translates the ethos of the brand and conveys the promise of trust and service excellence, the brand film reflects the imagery of a happy and content family secured by Surya Life Insurance. Aptly captured by their positioning “Your Future, Our Responsibility.”
Explaining the campaign, Upendra Singh Thakur – Founder, BeanstalkAsia said, “Firstly, there isn’t much product differentiation across Life Insurance companies as it’s a highly regulated industry. Secondly, life insurance as a category has very poor awareness and weak penetration in general, hence there was a need for a campaign that catches attention and has stickiness. The sing-able brand song and film conveys the promise of trust and assurance of our service delivery and will help uplift and spread awareness about the category as well. The musical film written and directed by Janak Deep Parajuli, portrays a happy family/people picture, something that the Surya (which means the Sun in English) always emanates – warmth, brightness, protection, and positivity.”
Speaking about the association with singer Indira Joshi, Shiva Nath Pandey – CEO, Surya Life Insurance commented “It has been a delight to associate with Indira Joshi as the brand ambassador of Surya Life Insurance. She is a popular youth icon and is a household name in Nepal. Her popularity coupled with her confident, dependable, and trustworthy persona identify with the brand and makes her a perfect brand fit. I am confident that a popular celebrity such an Indira Joshi will surely bring the category and its importance, to the public limelight and help create strong positive brand imagery for Surya Life Insurance.”
Suboh Thapa, Head of Business, Strategy and Planning, BeanstalkAsia Nepal, further added that “As the first phase of this association, we have launched the brand campaign, positioned on the trust and assurance messaging, to grab mass attention and spread awareness about both the brand and the category. Presently the campaign will be promoted through the brand’s social media handles and through other digital mediums. Once the lockdown eases and more relaxations come in force, an integrated approach across TV, print, radio, theatres, and other strategic mediums will be rolled out. Going forward we have many activations planned with the mission to educate the people of Nepal on the many benefits of having life insurance.”
BeanstalkAsia is a new age creative advertising and digital agency in India and we expanded our footprints to Nepal by setting-up our company and office in Kathmandu in 2019. Drawing from our varied and successful experiences in the Indian market in the fields of brand strategy, mainstream advertising, digital marketing, web-based solutions, mobile applications, and high-end graphic design, BeanstalkAsia offers a series of similar services under the aegis of BeanstalkAsia Nepal managed by Mr. Aman Singh Pradhan as the local partner in Nepal.
The team has a thorough understanding of Nepal’s local culture and language. This combined gives BeanstalkAsia the unique advantage to craft and execute bespoke campaigns that will help brands achieve their market share and also ensure an effective ROI.