| Title | AGENT ON TRACK |
| Brand | BIRLA SUN LIFE |
| Product / Service | INSURANCE |
| Category | A04. Ambient/Alternative Media |
| Entrant | DDB MUDRA GROUP Mumbai, INDIA |
| Entrant Company | DDB MUDRA GROUP Mumbai, INDIA |
| Advertising Agency | DDB MUDRA GROUP Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Avinash Oza | Ddb Mudra | Group Account Director |
| Nitin Rastogi | Ddb Mudra | Group Account Director |
| Aneil Deepak | Ddb Mudra | Haed Of Ideas |
| Pratap Bose | Ddb Mudra | Coo |
Birla Sun Life Insurance decided to run an activation campaign at railway stations, highlighting the dangers of crossing tracks on foot which leads to death of thousands of commuters each year. BSLI decided to reduce this statistic and also conveyed message to buy insurance in a subtle way. Approximately indian railways transports 25 million passengers daily. Hardly a day goes by when one does not read about a death on the railway track and most of the deaths are of passengers crossing the tracks on foot. About 15,000 people die each year trying to cross India's network of railway lines.
It was observed that the agents were able to convey message much easily the moment they flashed their cards. Agents approached trespassers and said Aapne railway track cross kara hai, “Shayad aapko iski zaroorat pade” (You have just crossed railway track, YOU MAY NEED THIS) and hands over Birla Sun Life Insurance visiting card. Our agents also asked trespassers to call on the Insurance company toll free number printed on the visiting card for enquiries on Life Insurance. The visiting cards generated direct response and a whole lot of consumers called the toll free help line, enquired about Life Insurance.
Since people cross tracks on foot to reach railway platforms we decided to use railway stations as a medium to convey our message. We identified railway stations where trespassing was rampant. Post location reece at pre-identified railway stations, our “Insurance Agents” were planted at pre-identified strategic locations in and around station like on platforms, slope at the end of platforms, manned crossing gates etc. These agents were equipped with Birla Sun life Insurance identity cards, uniforms and visiting cards. The challenge of conveying a subtle yet hard-hitting message was presented using “visiting cards” which added to agent’s status and credibility.
The 10 day campaign at 10 stations reached 80,000 commuters and the subtle messages was appropriate enough to capture the Moment of Truth i.e. “Yes, it can happen to you”. The call centre reported that 12% commuters called back on the toll free number.