The new Surya Life Insurance campaign for Nepal captures the brand’s positioning of ‘Your Future, Our Responsibility’.
Aimed at creating awareness for the Life Insurance segment in Nepal, Surya Life Insurance roped in celebrated singer Indira Joshi, popular for being a judge on the Nepal Idol television show, as their Brand Ambassador earlier this year. Conceptualised by BeanstalkAsia, the new campaign is centred around a peppy brand song that conveys the brand’s promise of trust and service excellence. The campaign visuals reflect the imagery of a happy and content family secured by Surya Life Insurance, capturing the brand’s positioning of ‘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,” he added.
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 a household name in Nepal. Her popularity coupled with her confident, dependable and trustworthy persona identify with the brand and make her a perfect brand fit.”
Suboh Thapa, Head of Business, Strategy and Planning, BeanstalkAsia Nepal, further added, “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, 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.”