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Rushabh Gandhi

Getting the right return on investment is the most important aspect of any marketing exercise. A marketer is always questioned about the money he is investing in any kind of marketing that helps in the generation of sales, promotion and brand building. In content marketing, one can fetch results only in long term and not short term, says Rushabh Gandhi, Director, Sales and Marketing, IndiaFirst Life Insurance.

“Don’t look at short-term content marketing activities. It is a long-term process. Keep invested in it. Over a period of time, you will start finding out results and get to know whether the ROI is positive or negative.”

Headquartered in Mumbai, IndiaFirst Life Insurance is one of the country's youngest life insurance companies. It is promoted by two of India's largest public-sector banks – Bank of Baroda and Andhra Bank – along with UK's leading risk, wealth and investment company Legal & General. IndiaFirst Life is present in over 1,000 cities and towns across the country through 10,000+ points of sale.

Gandhi pointed out that with the reduced consumer attention span, marketing is going to get tougher. So staying different and interesting can help gain attention. One needs to create eye-catching content.

Content marketing is a long-term play, it helps to build the brand well. Gandhi said that more than just brand building, content marketing also fetches leads for the business. “Content marketing can generate leads. Content marketing does build a brand but eventually it will result in lead generation and top line. Both, branded content and content marketing will help generate leads.”

Recently, IndiaFirst Life Insurance partnered with SonyLiv, the premium OTT platform of Sony Pictures Networks India (SPN), for a short film titled ‘Tera Mera Pyaar Amar’, which is a humorous take on life after death and how the protagonist, who is now a ghost, has made sure he protects his family’s future in his absence.

The story is about Amar, who has his life (as well as death) planned. It is an amusing take on how if one has prepared for all the certainties of life (and death), it becomes easier for their loved ones to deal with their death. Through a compelling storyline and relatable characters, the film drives home the insurance company’s core message that life can be full of certainties if we plan, in advance.

The Film:

Given the success of the film and the brand’s previous digital video content initiatives, the insurance company intends to remain invested in the short film culture heavily going forward.

Gandhi said, “The exponential growth of digital media has changed the way our audience consumes content. Earlier, the shelf life of short films was limited to telefilms and film festivals but now smartphones and apps have revolutionised our lives, giving us access to a plethora of content on-the-go. Players like SonyLiv create path-breaking content that helps reach a wider target audience and we are delighted to be associated with this interesting short film – Tera Mera Pyar Amar. This association is close to our heart as the storyline is in line with IndiaFirst Life brand messaging.”

Even though it falls in the mass category, IndiaFirst believes more on the digital platform than getting into the mainline TV commercials world. The brand won’t be producing TVCs for another year as well. Video content on digital is a core part of IndiaFirst Life Insurance digital initiatives, but it also has blogs, social media posts and thought leadership articles.

Previously also, the brand created spoofs on famous movies like Three Idiots and Dilwale Dulhaniya Le Jayenge, which were widely appreciated.

DDLJ Spoof:

Three Idiots spoof: