Campaign · Army Welfare Trust · 2021
Astha Life Insurance Launch
A launch that built fast trust for a late entrant in a low-trust insurance category.
Launch strategy · TVC · OOH · PR
Yr 1Strong personal + corporate uptake
MultiCorporate clients won
360°TVC, OOH, branches & PR
The challenge
Credibility is the biggest barrier in insurance, and trust in insurers is low. As a late entrant, Astha Life had to stand on a clear commitment to its audience.
The big idea
“আস্থায় বিশ্বাস, আস্থায় জীবন — trust in Astha, life in Astha.”
Our approach
A corporate launch campaign built on the trust proposition, with a TVC running across digital media and OOH, supported by branches and PR.
The outcome
- Created a strong market buzz quickly
- Strong first-year personal insurance uptake
- Won many corporate clients in year one
Deliverables
- Launch strategy
- TVC
- OOH
- Branch comms
- PR programme
ClientArmy Welfare TrustBrand: Astha LifeOOH · Facebook · YouTube · Display · Branches · PR
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