| Title | THE LAST TELEGRAM |
| Brand | BIRLA SUN LIFE INSURANCE |
| Product / Service | INSURANCE |
| Category | A01. Mailings |
| Entrant | DDB MUDRA GROUP Mumbai, INDIA |
| Entrant Company | DDB MUDRA GROUP Mumbai, INDIA |
| Advertising Agency | DDB MUDRA GROUP Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Jesal Parikh | Ddb Mudra | Senior Manager |
| Nitin Rastogi | Ddb Mudra | Deputy General Manager - Ooh |
| Pratap Bose | Ddb Mudra | Coo |
| Sonia Arora | Ddb Mudra | Group Director Brand Communications |
| Venkatgiri Rao | Ddb Mudra | Group Creative Director |
| Gaurav Kamath | Ddb Mudra | Group Head Design |
| Sandeep Mishra | Ddb Mudra | Creative Director |
| Aneil Deepak | Ddb Mudra | Head Of Ideas |
It took the demise of the telegram to wake people up to how one takes some things for granted. Like money. Since we have it now, we assume we’ll have it later. Even when we retire. DDB MudraMax was quick to see a great opportunity in the end of the era and conceptualized the idea of ‘The Last Telegram’ for its client Birla Sun Life Insurance.
The agency reminded people the importance of having a plan for the future. They sent them a telegram that read: “The Telegram retires today. With no plans for the future. Do you have a plan for your future? - Retirement Solutions from Birla Sun Life Insurance” The idea immediately struck a chord landing up as facebook statuses and as tweets. Nitin Rastogi, DGM, DDB MudraMax showed tremendous presence of mind and sent the last telegram to Ajay Kakar, CMO, Financial Services, Aditya Birla Group thanking him for being a 'great client'.
Based on this insight, DDB MudraMax conceptualized the latest campaign for Birla Sun Life Insurance – The Last Telegram. The idea was very simple: the telegram retiring was a historic occasion and an emotional moment. It was an opportunity to remind people of the importance of having a plan for the future. The agency identified 5,000 people who had shown interest in Birla Sun Life’s Retirement Plans, but who had later forgotten about it. DDB MudraMax decided to use this legendary telegram service for the last time, before its retirement from 163 years of service for conveying its message
We got immense PR coverage in various publications & online forums like Times of India, ET Brand Equity, Indian Express, Rediff News etc. @goodbyetelegram became trending topic on twitter with over 2500 tweets with 60% retweets & around 1 million impressions in a week.