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Ad Effectiveness and Performance - Life Insurance Dec 2007

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JuxtConsult
JuxtConsult

One of the major share of online activity is that of online shopping category, with new entrants coming in the category very fast. The brands in the category are striving hard to retain as well as increase their user base by enhancing the usability of the website and adding in user friendly applications. This report based on the survey done predicts what will be the future market share (brand performance) of the online shopping portal based on its sustenance, loyalty, pull and persuasion. The key attributes that are captured in to find out these metrics are TOM Brand and Ad Recall, user base etc.

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Ad Momentux
Life Insurance
Ad Momentux Table of Content Introduction .................................................................................1 Methodology .................................................................................2 Ads Tested ...................................................................................6 Detailed Findings Ads Overall Performance ................................................................ 10 Ad Performance on the 3 Key Sub Measures.......................................... 12 Perceptual Map – Ad Effectiveness..................................................... 15 Most Recalled Ads ........................................................................ 16 Sources of Top of Mind Recall .......................................................... 18 Correct Brand Identification (with ad) ................................................ 19 Correct Slogan Identification (with ad) ............................................... 20 Ad Seen or Heard Before ................................................................ 21 Ad Performance on 11 Individual Parameters........................................ 22 Demographic Profile of Respondents .................................................. 33 Socio Economic Profile................................................................... 41 Economic Profile.......................................................................... 44 Current Usage of Brand (All Respondents)............................................ 47 Appendix Tables .......................................................................... 48 Segment Wise Tables .................................................................... 61
Life Insurance
Ad Momentux 1 Introduction The advertiser and the ad agency are often in sync on the objectives of an ad, but they are rarely seen to agree on its achievements. The disagreement is often about how to really measure the success of any ad. While the advertiser invariably tends to evaluate the ad from the ‘sales’ and ‘what did it do for the brand’ angle, the ad agency often latch on to the ‘recall’ and ‘popularity’ of the ad itself. Therefore, any comprehensive and widely acceptable measurement of ‘effectiveness’ of an ad would undoubtedly need to take both the angles into account. In isolation neither will make an appropriate measure of effectiveness of an ad. So what really makes an ad effective? And how does one define and measure the ‘effectiveness’ of an ad? We at JuxtConsult have managed to put together a fairly comprehensive framework for defining an ‘effective’ ad and after spending two exhaustive years in market research have also been able to put together a highly practical framework to measure it as well. Equipped with a practically workable model, we decided to measure the effectiveness of an ad at two distinct levels: At the overall ‘ad clutter’ level, among all the ads that a consumer is bombarded day-in and day-out. Because this is how the consumers receive and react to ads in real life. At the category ‘ad clutter’ level, among the ads that compete directly for consumer share in specific product/service categories. The first level effectiveness of an ad (across all kind of ads) has been captured and reported in a monitor called Ad Box OfficeTM that tracks and ranks the ads on their total ‘Ad Connect Quotient’. It represents the combined effect of the creative appeal, message connect and brand building impact of the ad. It tells you if your ad is ‘standing out’ in the daily ad clutter and ‘connecting’ with the consumers. The second level effectiveness of an ad (among competitive ads in the category) has been captured and reported in a separate monitor called Ad MomentuxTM that tracks category’s current and intended user ratings of individual ads through ‘live ad’ tests. These ratings are used in calculating the ‘Ad Momentum’ of the ad, a measure that represents the ‘audience mass’ the ad is generating is favor of the brand in the category. It tells you if your ad is generating sufficient ‘consumer mass’ in the category for the brand to compete well.
Life Insurance 2 Methodology The JuxtConsult ad effectiveness measurement model The premise of the JuxtConsult ad effectiveness measuring model is a reasonably simple one - successful advertising is defined by its effectiveness in ‘connecting’ with the intended consumers and creating a ‘preference’ for the brand. And the real creativity of an ad is in doing so is and ‘outstanding’ and ‘relevant’ way. Accordingly, any comprehensive measure of the effectiveness of an ad must take into account its: Noticeability and memorability (recall) Appeal and likeability Relevance and persuasiveness Brand differentiation and brand preference building The JuxtConsult Ad Effectiveness Measurement Model Was the ad noticed? Was the ad understood? Did the ad appeal? Was the message relevant? Did it help build brand preference? The Measures Ad Recall Message comprehension Message believability Originality/Distinctiveness Likeability Audience Identification Message relevance Brand Differentiation Brand Inclination Brand Empathy Impact on Brand Image Brand Consideration The Ad – Consumer Interaction Points The Ad Effectiveness Criteria Noticeability Relatability Connectivity Relevance Brand preference © © Copyright JuxtConsult The JuxtConsult Ad Effectiveness Measurement Model Was the ad noticed? Was the ad understood? Did the ad appeal? Was the message relevant? Did it help build brand preference? The Measures Ad Recall Message comprehension Message believability Originality/Distinctiveness Likeability Audience Identification Message relevance Brand Differentiation Brand Inclination Brand Empathy Impact on Brand Image Brand Consideration The Ad – Consumer Interaction Points The Ad Effectiveness Criteria Noticeability Relatability Connectivity Relevance Brand preference © © Copyright JuxtConsult
Ad Momentux 3 The Derived Measures Message Connect Brand Impact Ad Appeal How much is the ad noticed and appeals How much is the ad understood, related to and convinces How much is the ad contributing in creating brand preference Ad Appeal Index Ad Persuasion Index Brand Impact Index Ad ConnectTM Total impact created by the ad among the consumersAd Connect Quotient Ad MomentuxTM Ad Momentum Index Consumer mass generated by the ad for the brand The first level effectiveness of an ad (across all kind of ads) has been reported in Ad Box OfficeTM that tracks and ranks the ads on their total ‘Ad Connect Quotient’. The Ad Connect Quotient (adCQ) of an ad is Measuring & Rating Schema Message Connect Brand Impact Recall Likeability Originality Audience Identification Ad Appeal Ad noticed and appeals Ad is understood, relatable and convinces Ad creates brand preference Brand Differentiation Brand Inclination / Impression Image Impact Empathy Created Brand Consideration Comprehensibility Relevance Persuasiveness / Believability Consumer Connect Brand Connect Ad Connect Quotient Superhit Me-too Ad Ratings Measuring Overall Ad Impact Ad-Box-Office Ad Momentux Ad Mass, Creative Impact, Brand Impact, Ad Momentum Ad Appeal Index Ad Persuasion Index Brand Impact Index © © Copyright JuxtConsult Measuring & Rating Schema Message Connect Brand Impact Recall Likeability Originality Audience Identification Ad Appeal Ad noticed and appeals Ad is understood, relatable and convinces Ad creates brand preference Brand Differentiation Brand Inclination / Impression Image Impact Empathy Created Brand Consideration Comprehensibility Relevance Persuasiveness / Believability Consumer Connect Brand Connect Ad Connect Quotient Superhit Me-too Ad Ratings Measuring Overall Ad Impact Ad-Box-Office Ad Momentux Ad Mass, Creative Impact, Brand Impact, Ad Momentum Ad Appeal Index Ad Persuasion Index Brand Impact Index © © Copyright JuxtConsult
Life Insurance 4 calculated based on the audience votes for the ad on all the 12 distinct parameters that go to define the effectiveness of an ad as per our model. It represents the combined effect of the creative appeal, message connect and brand building impact of the ad. The second level effectiveness of an ad (among competitive ads in the category) is reported in Ad MomentuxTM that tracks category’s current and intended user ratings of individual ads on the 12 parameters through ‘live ad’ tests. These ratings are used in calculating the ‘Ad Momentum’ of the ad, a measure that represents the ‘consumer mass’ the ad is generating is favor of the brand in the category. Survey methodology The sampling for the Ad Box Office survey has been kept at a very large 10,000 plus non-panel based urban consumers who are surveyed online. The online surveys are conducted using a leading generic portal (e- mailers) as well as Google Ad Sense (contextual search ads). The online survey is conducted using an e-questionnaire segmented into three sections. A response format of ‘clicking’ a single or multiple options among the various given options is used for most questions. For each of these questions it is also possible for a respondent to answer ‘none’ or ‘any other’. However, all recall based answers are collected ‘unprompted’ and respondents are asked to type in the ad/slogan/name of the brand in a ‘text box’ provided for the purpose. For the category level ratings of ads (Ad Momentux Report), respondents are shown the most recent ad of one of the brand tested on ‘live’ basis (whether TVC, Print Ad, etc.). Ads from a product/service category are shown to only those respondents who were current or intended users (in next 6 months) of that category. To ensure a statistically healthy representation and calculation of the ratings for each brand reported in the Ad Momentux Report, a sample quota of 120 responses per ad (brand) has been fixed. To enlist complete and sincere responses, an incentive of a significant cash prize is announced to be given to one randomly selected respondent at the end of the each monthly survey. The online questionnaire has been pre-tested and also timed to take approximately 15-20 minutes for a respondent to complete depending on the speed of comprehension and answering of the questions. The questionnaire has been structured and designed to reduce the level of ‘respondent fatigue’ to an extent that is practically possible. For Novemer 2007 Ad Momentux Life Insurance survey, over 1,177 unduplicated and clean responses were collected from the online survey campaign in about 3 weeks time. The collected data was then made representative of the urban Indian population by using appropriate 'demographic multipliers’ using highly authentic Govt. of India population statistics. The weights were derived using 5 highly lifecycle, lifestyle and market consumption relevant demographic parameters – gender, age, SEC, town class and region.
Ad Momentux 5 The end result is that the findings possibly represents the ‘voice’ of over 107 million urban Indian current and intended users of life insurance services covering almost all SEC, age, income and town classes. The findings represent and effectively cover life insurance consumers from all relevant SEC groups, all age groups above 12 years, all income groups and all types of town classes (right down to 20,000 population size level towns). Table 1: Life Insurance user population representation of the study’s sample data for October-December 2007 quarter Demographic Attributes Ad Momentux Study Respondent Profile (Sample –1,177) JuxtConsult India Online 2007 Representation (Sample – 7,089) Male 68% 83% Gender Female 33% 17% Below 13 years Not included NA 13-18 years 6% 8% 19-24 years 25% 30% 25-35 years 39% 40% 36-45 years 21% 14% 46-55 years 8% 6% Age Distribution Above 55 years 2% 2% SEC - A 19% 30% SEC – B 32% 32% SEC - C 29% 20% SEC - D 10% 12% Socio-economic Classification SEC - E 10% 6% Up to 1 Lakh 25% 10% 1-5 Lakhs 24% 15% 5-30 Lakhs 25% 26% City Type (Population Size) Above 30 Lakhs 25% 49% North 20% 21% East 9% 12% South 30% 41% Region-wise Distribution West 40% 26%
Life Insurance 6 Ads Tested HDFC Standard Life Bharti Axa LIC Jeevan Tarang ICICI Prudential Life
Ad Momentux 7 ING Vyasya Life Max New York Life Bajaj Allianz SBI Life
Life Insurance 8 Met Life Aviva Life 1 Aviva Life 2
Ad Momentux 9 Findings - Ad Momentux Life Insurance
Life Insurance 10 Ads Overall Performance Table 2: Ad Momentux Index Brands Relative Index Ad Momentum Share (%) LIC 100% 48% ICICI Prudential Life 46% 22% Bajaj Allianz 19% 9% Max New York Life 13% 6% HDFC Standard Life 12% 6% Aviva Life 9% 4% SBI Life 4% 2% Bharti Axa 4% 2% ING Vysya Life 1% 0.5% Met Life 0.6% 0.3% Base: 1,177
Ad Momentux 11 Table 3: Ad Connect Quotient Brands Relative Index Bajaj Allianz 100% Aviva Life 96% ICICI Prudential Life 95% HDFC Standard Life 95% Bharti Axa 81% ING Vysya Life 74% Max New York Life 74% SBI Life 81% Met Life 74% LIC Jeevan Tarang 74% Base: 1,177
Life Insurance 12 Ad Performance on the 3 Key Sub Measures Table 4: Ad Appeal Index Brands Ad Appeal * Relative Index HDFC Standard Life 100% Aviva Life 100% Bajaj Allianz 100% ICICI Prudential Life 87% Bharti Axa 86% SBI Life 78% ING Vysya Life 76% Max New York Life 86% LIC Jeevan Tarang 78% Met Life 76% Base: 1,177 * Measures the creative appeal of the ad, how much is the ad able to stand apart, get noticed and appeal (Ad Appeal Index = Ad Recall + Likeability + Originality + Audience Identity Connect)
Ad Momentux 13 Table 5: Ad Persuasion Index Brands Ad Persuasion † Relative Index Bajaj Allianz 100% Aviva Life 93% HDFC Standard Life 92% Bharti Axa 91% ICICI Prudential Life 78% Max New York Life 72% ING Vysya Life 70% SBI Life 78% Met Life 72% LIC Jeevan Tarang 70% Base: 1,177 † Measures how much the ad is really understood and made ‘sense’ to the audiences as consumers and not just as viewers (Ad Persuasion Index = Ease of Comprehension + Message Relevance + Message Believability)
Life Insurance 14 Table 6: Brand Impact Index Brands Brand Impact ‡ Relative Index Bajaj Allianz 100% Aviva Life 96% ICICI Prudential Life 95% Bharti Axa 94% HDFC Standard Life 78% ING Vysya Life 74% Max New York Life 74% SBI Life 78% Met Life 74% LIC Jeevan Tarang 74% Base: 1,177 ‡ Measures how much the ad not only differentiates the brand in the consumers minds but also how much preference does it generates for the brand in consumer’s hearts and minds (Brand Impact Index = Brand Differentiation + Inclination in favor of the Brand + Empathy Created for the Brand + Impact on Brand’s quality image perception + Stimulation of Brand Consideration)
Ad Momentux 15 Perceptual Map – Ad Effectiveness .3.2.1-.0-.1-.2-.3 .2 .1 -.2 Attribute Brand SBI Life HDFC Standard Life 0.0 -.1 Brand Impact Ad Appeal Met Life LIC Jeevan Tarang ING Vysya ICICI Prudential Bharti Axa Aviva Message Connect Max New York LifeBajaj Allianz .3.2.1-.0-.1-.2-.3 .2 .1 -.2 Attribute Brand SBI Life HDFC Standard Life 0.0 -.1 Brand Impact Ad Appeal Met Life LIC Jeevan Tarang ING Vysya ICICI Prudential Bharti Axa Aviva Message Connect Max New York LifeBajaj Allianz
Life Insurance 16 Most Recalled Ads Table 7: Top of mind ad recall Rank Brands TOM Ad Recall 1 LIC 50% 2 ICICI Prudential Life 17% 3 Bajaj Allianz 7% 4 Max New York Life 6% 5 HDFC Standard Life 5% 6 Aviva Life 4% 7 Tata AIG 4% 8 SBI Life 2% 9 Bharti Axa 2% 10 ING Vysya Life 0.5% 11 Met Life 0.3% 12 Others 3% Base: 1,120
Ad Momentux 17 Table 8: Spontaneous ad recall (3 recalls) Rank Brands Spontaneous ad recall 1 LIC 70% 2 ICICI Prudential Life 41% 3 Tata AIG 21% 4 Bajaj Allianz 21% 5 HDFC Standard Life 17% 6 Aviva Life 13% 7 Max New York Life 13% 8 SBI Life 4% 9 Bharti Axa 3% 10 ING Vysya Life 3% 11 Met Life 3% 12 Others 7% Base: 1,120
Life Insurance 18 Sources of Top of Mind Recall Chart 1: Mediums that TOM ad recall is attributed to Base: 1,120 46% 28% 26% 15% 14% 12% 8% 4% 85% 0% 20% 40% 60% 80% 100% Overall TV Newspaper Magazine Internet Radio Outdoor (Hoarding/Kiosk, etc) In-shop (Poster, Leaflet, etc) Direct mailer Dont clearly remember OND '07
Ad Momentux 19 Correct Brand Identification (with ad) Table 9: Ads correctly identified with the brand Brands ICICI Prudential Aviva Life Bajaj Allianz Bharti Axa HDFC Standard Max New York LIC Jeevan Tarang ING Vysya SBI Life Met Life Correct Brand Identification 62% 57% 55% 54% 52% 48% 39% 35% 32% 18% Incorrect Brand Identification 33% 18% 37% 34% 42% 48% 45% 59% 45% 66% Unsure 4% 25% 8% 11% 6% 4% 16% 6% 23% 16% Base: 1,177
Life Insurance 20 Correct Slogan Identification (with ad) Table 10: Ad slogans correctly identified with the brand Rank Brands Aviva 1 Aviva 2 Bajaj Allianz Bharti Axa HDFC Standard ICICI Prudential ING Vysya LIC Jeevan Tarang Max New York Met Life SBI Life 1 Be life confident 1% 16% 21% 54% 1% 10% 8% 9% 5% 15% 15% 2 Have you .. today? 0.6% 16% 0.1% 1% 0.1% 0.2% 0.8% 0.5% 9% 18% 0.1% 3 Jaisi zarurat waisa Insurance 37% 0.8% 55% 5% 3% 0.3% 7% 11% 0.2% 1% 3% 4 Jeete raho 0.3% 14% 0.8% 6% 0.8% 62% 7% 1% 4% 4% 6% 5 Kal Par Control 47% 9% 3% 13% 2% 3% 11% 5% 3% 9% 8% 6 Mera Farz 0.3% 0.2% 0.0% 2% 4% 0.0% 35% 0.0% 0.4% 4% 0.5% 7 Niyamit amdani aur jeevan 0.2% 0.1% 0.3% 0.0% 0.1% 0.2% 0.0% 39% 0.3% 1% 0.0% 8 Sar Utha Ke Jiyo 0.0% 6% 0.0% 2% 52% 0.7% 0.3% 6% 0.0% 23% 6% 9 With Us, You're Sure 0.2% 3% 0.1% 0.0% 1% 0.0% 0.0% 0.1% 1% 0.0% 32% 10 Your Partner For Life 1% 3% 6% 0.7% 6% 9% 17% 3% 48% 4% 2% Base: 1,177
Ad Momentux 21 86% 52% 71% 74% 87% 71% 65% 72% 58% 47% 67% 7% 14% 12% 9% 8% 16% 21% 12% 20% 8% 4% 45% 30% 23%16%14%14% 5% 18%17% 34% 7% 0% 20% 40% 60% 80% 100% Aviva Life Aviva Life 2 Bajaj Allianz Bharti Axa HDFC Standard Life ICICI Prudential Life ING Vysya Life LIC Jeevan Tarang Max New York Life Met Life SBI Life Yes May be NoOND '07 Ad Seen or Heard Before Chart 2: Viewership recall of ad Base: 1,177
Life Insurance 22 Ad Performance on 11 Individual Parameters Table 11: Most liked ads Rank Brands Average score 4 1 SBI Life 4.5 2 Aviva Life 1 4.4 3 HDFC Standard Life 4.3 4 LIC Jeevan Tarang 4.2 5 Bharti Axa 4.1 6 ICICI Prudential Life 4.0 7 Met Life 4.0 8 Aviva Life 2 3.8 9 ING Vysya Life 3.7 10 Max New York Life 3.7 11 Bajaj Allianz 3.3 Base: 1,177 4 Average score (rating) has been taken and calculated on a scale of 5
Ad Momentux 23 Table 12: Ads perceived as most original Rank Brands Average Score 5 1 Aviva Life 1 4.5 2 SBI Life 4.4 3 HDFC Standard Life 4.3 4 ING Vysya Life 4.3 5 Bharti Axa 4.2 6 ICICI Prudential Life 4.1 7 LIC Jeevan Tarang 4.1 8 Aviva Life 2 4.0 9 Bajaj Allianz 4.0 10 Met Life 4.0 11 Max New York Life 3.8 Base: 1,177 5 Average score (rating) has been taken and calculated on a scale of 5
Life Insurance 24 Table 13: Ads most identified with Rank Brands Average Score 6 1 HDFC Standard Life 4.2 2 SBI Life 4.2 3 Bajaj Allianz 4.0 4 ICICI Prudential Life 4.0 5 ING Vysya Life 4.0 6 LIC Jeevan Tarang 3.8 7 Max New York Life 3.8 8 Aviva Life 2 3.7 9 Aviva Life 1 3.6 10 Met Life 3.6 11 Bharti Axa 3.4 Base: 1,177 6 Average score (rating) has been taken and calculated on a scale of 5
Ad Momentux 25 Table 14: Ads most easily understood Rank Brands Average Score 7 1 SBI Life 4.9 2 HDFC Standard Life 4.8 3 Aviva Life 1 4.7 4 ING Vysya Life 4.5 5 Bajaj Allianz 4.4 6 Bharti Axa 4.4 7 ICICI Prudential Life 4.4 8 LIC Jeevan Tarang 4.4 9 Max New York Life 4.4 10 Met Life 4.4 11 Aviva Life 2 4.0 Base: 1,177 7 Average score (rating) has been taken and calcul ated on a scale of 5
Life Insurance 26 Table 15: Ads perceived as most relevant (to current needs) Rank Brands Average Score 8 1 Bajaj Allianz 4.2 2 Aviva Life 1 4.1 3 Aviva Life 2 4.1 4 HDFC Standard Life 4.0 5 LIC Jeevan Tarang 4.0 6 Bharti Axa 3.9 7 ING Vysya Life 3.9 8 Max New York Life 3.9 9 Met Life 3.9 10 ICICI Prudential Life 3.8 11 SBI Life 3.4 Base: 1,177 8 Average score (rating) has been taken and calcul ated on a scale of 5
Ad Momentux 27 Table 16: Most convincing (believable) ads Rank Brands Average Score 9 1 HDFC Standard Life 4.8 2 SBI Life 4.7 3 Aviva Life 1 4.5 4 Bharti Axa 4.4 5 ING Vysya Life 4.4 6 Bajaj Allianz 4.3 7 Met Life 4.3 8 ICICI Prudential Life 4.2 9 LIC Jeevan Tarang 4.2 10 Aviva Life 2 4.1 11 Max New York Life 4.1 Base: 1,177 9 Average score (rating) has been taken and calcul ated on a scale of 5
Life Insurance 28 Table 17: Ads differentiating the brand the most Rank Brands Average Score 10 1 ING Vysya Life 4.2 2 Aviva Life 1 4.1 3 HDFC Standard Life 4.1 4 Met Life 4.1 5 Bajaj Allianz 4.0 6 Bharti Axa 4.0 7 LIC Jeevan Tarang 4.0 8 Max New York Life 4.0 9 Aviva Life 2 3.9 10 ICICI Prudential Life 3.9 11 SBI Life 3.7 Base: 1,177 10 Average score (rating) has been taken and calcul ated on a scale of 5
Ad Momentux 29 Table 18: Ads creating most positive brand impression Rank Brands Average Score 11 1 ICICI Prudential Life 4.3 2 SBI Life 4.3 3 Aviva Life 1 4.2 4 Bharti Axa 4.2 5 HDFC Standard Life 4.2 6 LIC Jeevan Tarang 4.2 7 ING Vysya Life 4.1 8 Met Life 3.9 9 Aviva Life 2 3.8 10 Max New York Life 3.8 11 Bajaj Allianz 3.7 Base: 1,177 11 Average score (rating) has been taken and calcul ated on a scale of 5
Life Insurance 30 Table 19: Ads enhancing brand quality perceptions the most Rank Brands Average Score 12 1 HDFC Standard Life 4.4 2 SBI Life 4.4 3 Aviva Life 1 4.3 4 Bajaj Allianz 4.3 5 LIC Jeevan Tarang 4.3 6 Aviva Life 2 4.2 7 ICICI Prudential Life 4.2 8 Met Life 4.2 9 Bharti Axa 4.1 10 ING Vysya Life 4.1 11 Max New York Life 4.1 Base: 1,177 12 Average score (rating) has been taken and calcul ated on a scale of 5
Ad Momentux 31 Table 20: Most emotionally connecting ads Rank Brands Average Score 13 1 ING Vysya Life 4.5 2 Aviva Life 1 4.3 3 HDFC Standard Life 4.2 4 SBI Life 4.2 5 Aviva Life 2 4.1 6 Bajaj Allianz 4.0 7 Bharti Axa 4.0 8 ICICI Prudential Life 4.0 9 LIC Jeevan Tarang 4.0 10 Max New York Life 3.8 11 Met Life 3.8 Base: 1,177 13 Average score (rating) has been taken and calcul ated on a scale of 5
Life Insurance 32 Table 21: Ads creating brand consideration the most (building brand preferences) Rank Brands Average Score 14 1 Aviva Life 1 3.9 2 ICICI Prudential Life 3.9 3 ING Vysya Life 3.9 4 HDFC Standard Life 3.8 5 Bajaj Allianz 3.7 6 Met Life 3.7 7 LIC Jeevan Tarang 3.6 8 Aviva Life 2 3.4 9 Bharti Axa 3.4 10 Max New York Life 3.2 11 SBI Life 3.2 Base: 1,177 14 Average score (rating) has been taken and calcul ated on a scale of 5
Ad Momentux 33 Respondent’s Profile
Life Insurance 34 Demographic Profile of Respondents Chart 3: Gender breakup Base: 1,177 68% 33% 0% 20% 40% 60% 80% 100% Overall Male FemaleOND '07
Ad Momentux 35 Demographic Profile of Respondents Chart 4: Age group distribution of respondents Base: 1,177 6% 21% 8% 2% 25% 39% 0% 20% 40% Overall 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years Above 55 years OND '07
Life Insurance 36 Chart 5: City class - by population size Base: 1,177 OND '07 25% 24% 25%25% 0% 20% 40% Overall Upto 1 Lakh 1-5 Lakhs 5-30 Lakhs Avove 30 Lakhs
Ad Momentux 37 Chart 6: City class - by market size Base: 1,177 OND '07 27% 11% 7% 0% 10% 20% 30% 40% 50% Overall Metro Urban uptowns Emerging Towns Others
Life Insurance 38 Table 22: Top 10 cities Rank Cities Overall 1 Mumbai 12% 2 Delhi 9% 3 Bangalore 8% 4 Chennai 5% 5 Hyderabad 4% 6 Pune 4% 7 Kolkata 3% 8 Secunderabad 2% 9 Visakhapatnam 1% 10 Lucknow 1% Base: 1,177
Ad Momentux 39 Chart 7: Region-wise break-ups Base: 1,177 OND '07 20% 9% 40% 30% 0% 10% 20% 30% 40% 50% Overall North East South West
Life Insurance 40 Native Language of Respondents Table 23: Top 10 languages Rank Languages Overall 1 HIndi 24% 2 Marathi 19% 3 Tamil 8% 4 Telugu 7% 5 Kannada 7% 6 Malayalam 6% 7 Gujarati 6% 8 Bengali 5% 9 Urdu 4% 10 English 3% Base: 1,177
Ad Momentux 41 Socio Economic Profile Chart 8: Socio economic classification Base: 1,177 OND '07 19% 32% 10% 10% 29% 0% 10% 20% 30% 40% Overall SEC - A SEC - B SEC - C SEC - D SEC - E
Life Insurance 42 Chart 9: Socio economic classification Base: 1,177 OND '07 12% 22% 19% 47% 0% 10% 20% 30% 40% 50% Overall Up to SSC/HSC College but not Graduate Graduate & above-general stream Graduate & above-professional
Ad Momentux 43 Chart 10: Occupational breakup Base: 1,177 OND '07 21% 7% 13% 4% 14% 34% 7% 0% 10% 20% 30% 40% Overall Jr level salaried emp Sr level salaried emp Self Employed Businessmen Student Housewife Others
Life Insurance 44 Economic Profile Chart 11: Monthly family income Base: 1,177 47% 34% 12% 7% 0% 20% 40% 60% Overall Upto Rs. 10K 10-30K 30-50K Above 50K OND '07
Ad Momentux 45 Chart 12: Most expensive vehicle owned by the household Base: 1,177 16% 30% 7% 0% 10% 20% 30% 40% Overall 2 Wheeler 4 Wheeler Others Don't own a vehicle OND '07
Life Insurance 46 Chart 13: Ownership of credit cards (individually) Base: 1,177 69% 31% 0% 20% 40% 60% 80% Overall Don't own a credit card Own a Credit Card OND '07
Ad Momentux 47 Current Usage of Brand (All Respondents) Table 24: Brands currently used by respondents Rank Brands % Respondents 1 LIC 69% 2 ICICI Prudential Life 10% 3 Bajaj Allianz 8% 4 HDFC Standard Life 5% 5 Tata AIG 5% 6 Aviva Life 4% 7 Max New York Life 3% 8 SBI Life 2% 9 Met Life 0.7% 10 ING Vysya Life 0.6% 11 Bharti Axa 0.4% 12 Others 0.2% Base: 893
Life Insurance 48 Appendix Tables
49 Table 1: Likeability rating of the ads Likeability Absolutely love the ad Like it very much Neither hate it nor like it Don't like it much Absolutely hate the ad TOP2 BOTTOM2 Aviva Life 1 58% 32% 5% 5% 0.3% 90% 5% Aviva Life 2 24% 34% 41% 1% 0.7% 57% 2% Bajaj Allianz 14% 36% 15% 34% 1% 50% 35% Bharti Axa 29% 54% 15% 2% 0.1% 83% 2% HDFC Standard Life 53% 30% 10% 7% 0.0% 83% 7% ICICI Prudential Life 38% 44% 8% 0.9% 9% 82% 10% ING Vysya Life 25% 45% 16% 2% 12% 70% 14% LIC Jeevan Tarang 43% 41% 12% 2% 3% 83% 5% Max New York Life 12% 51% 36% 2% 0.0% 63% 2% Met Life 42% 24% 27% 3% 4% 66% 7% SBI Life 61% 28% 10% 1% 0.5% 88% 2%
50 Table 2: Audience identification rating of the ads Audience Identification Its just made for me I somewhat relate to what is said in the ad I can't make out if the ad is meant for me or not I don't really relate to what is said in the ad It is definitely not for me TOP2 BOTTOM2 Aviva Life 1 9% 65% 13% 5% 8% 74% 13% Aviva Life 2 33% 45% 3% 2% 18% 78% 20% Bajaj Allianz 23% 63% 7% 3% 5% 86% 8% Bharti Axa 18% 45% 13% 7% 17% 63% 24% HDFC Standard Life 31% 64% 4% 0.8% 0.4% 95% 1% ICICI Prudential Life 34% 47% 13% 2% 4% 81% 7% ING Vysya Life 29% 53% 8% 8% 3% 82% 11% LIC Jeevan Tarang 23% 58% 5% 7% 7% 81% 14% Max New York Life 8% 74% 13% 4% 0.9% 82% 5% Met Life 14% 61% 5% 14% 7% 75% 20% SBI Life 44% 45% 2% 3% 6% 89% 9%
51 Table 3: Origanility rating of the ads Origanility It is highly original & unique It is only somewhat original & unique I can't say for sure It is a fairly usual & ordinary ad It is an utterly common & ordinary ad TOP2 BOTTOM2 Aviva Life 1 60% 28% 11% 0.5% 0.0% 89% 0.5% Aviva Life 2 43% 18% 36% 1% 2% 61% 3% Bajaj Allianz 38% 33% 25% 3% 2% 71% 4% Bharti Axa 51% 22% 26% 1% 0.1% 73% 1% HDFC Standard Life 58% 23% 15% 2% 2% 81% 4% ICICI Prudential Life 43% 32% 17% 8% 0.9% 75% 9% ING Vysya Life 62% 16% 12% 9% 0.8% 78% 10% LIC Jeevan Tarang 47% 32% 16% 0.8% 5% 78% 6% Max New York Life 35% 23% 33% 3% 7% 58% 9% Met Life 38% 33% 24% 5% 0.7% 71% 5% SBI Life 66% 15% 10% 10% 0.0% 81% 10%
52 Table 4: Comprehensibility rating of the ads Comprehensibility Clearly & easily understood it More or less got the idea Not too sure if I understood it correctly Don't think I understood what the ad meant It definitely & absolutely went over my head TOP2 BOTTOM2 Aviva Life 1 79% 18% 3% 0.2% 0.2% 96% 0.3% Aviva Life 2 60% 16% 1% 7% 16% 76% 23% Bajaj Allianz 53% 39% 3% 5% 0.8% 92% 6% Bharti Axa 58% 33% 0.4% 6% 2% 91% 9% HDFC Standard Life 86% 10% 2% 2% 0.8% 96% 3% ICICI Prudential Life 67% 17% 9% 7% 0.0% 84% 7% ING Vysya Life 63% 27% 9% 0.2% 1% 90% 1% LIC Jeevan Tarang 65% 18% 9% 5% 3% 83% 8% Max New York Life 62% 27% 1% 10% 0.4% 89% 10% Met Life 66% 21% 5% 3% 5% 87% 8% SBI Life 94% 4% 0.2% 0.0% 2% 98% 2%
53 Table 5: Persuasiveness/believability rating of the ads Persuasiveness/ Believability Absolutely convinced about the brands claimed Find it more or less believable Can't decide whether to believe or not Really don't believe whats said, can't be trusted Find it absolutely unconvincing & unbelievable TOP2 BOTTOM2 Aviva Life 1 65% 23% 11% 0.3% 0.2% 88% 0.5% Aviva Life 2 42% 25% 32% 0.7% 0.6% 67% 1% Bajaj Allianz 47% 42% 7% 0.8% 3% 89% 4% Bharti Axa 52% 34% 13% 0.6% 0.8% 86% 2% HDFC Standard Life 81% 17% 3% 0.1% 0.0% 97% 0.1% ICICI Prudential Life 52% 33% 0.2% 14% 2% 85% 15% ING Vysya Life 56% 31% 12% 0.5% 0.2% 87% 0.7% LIC Jeevan Tarang 51% 24% 19% 5% 2% 75% 7% Max New York Life 32% 49% 17% 2% 0.0% 81% 2% Met Life 51% 30% 14% 5% 0.6% 80% 5% SBI Life 74% 22% 2% 0.3% 2% 96% 2%
54 Table 6: Brand inclination rating of the ads Brand Inclination Fallen in love with the brand Created a soft spot for the brand Didn't create any impression/likeness towards brand Dislike the brand after seeing the ad Absolutely hate the brand now TOP2 BOTTOM2 Aviva Life 1 39% 41% 19% 0.2% 0.6% 80% 0.8% Aviva Life 2 14% 51% 35% 0.7% 0.0% 65% 0.7% Bajaj Allianz 13% 54% 28% 4% 0.7% 67% 5% Bharti Axa 28% 61% 10% 1% 0.0% 89% 1% HDFC Standard Life 27% 68% 5% 0.0% 0.1% 95% 0.1% ICICI Prudential Life 50% 37% 8% 0.0% 5% 87% 5% ING Vysya Life 27% 60% 13% 0.0% 0.5% 86% 0.5% LIC Jeevan Tarang 38% 49% 13% 0.3% 0.0% 87% 0.3% Max New York Life 13% 61% 25% 0.1% 1% 74% 1% Met Life 23% 56% 14% 3% 3% 80% 6% SBI Life 35% 61% 4% 0.0% 0.0% 96% 0.0%
55 Table 7: Empathy rating of the ads Empathy Created Ad really touched me very deeply & emotionally It tickled me positively It left me cold, didn't trigger any emotion I found ad fairly depressing I found the ad absolutely repulsive TOP2 BOTTOM2 Aviva Life 1 53% 27% 12% 8% 0.0% 80% 8% Aviva Life 2 37% 35% 25% 2% 1% 72% 3% Bajaj Allianz 23% 61% 11% 1% 4% 84% 6% Bharti Axa 27% 58% 7% 6% 2% 86% 8% HDFC Standard Life 43% 47% 4% 6% 0.8% 89% 7% ICICI Prudential Life 24% 63% 1% 12% 0.0% 86% 12% ING Vysya Life 59% 32% 7% 0.4% 2% 91% 2% LIC Jeevan Tarang 40% 32% 19% 8% 0.1% 73% 8% Max New York Life 19% 51% 21% 9% 0.1% 69% 10% Met Life 19% 62% 6% 9% 4% 81% 13% SBI Life 43% 40% 14% 2% 0.4% 83% 3%
56 Table 8: Brand differentiation rating of the ads Brand Differentiation I see the brand as highly diff. from its competition I see the brand as somewhat diff. from its competition Can't say anything with surety I hardly see the brand as diff. from its competition I don't see the brand as diff. from its competition at all TOP2 BOTTOM2 Aviva Life 1 45% 32% 13% 9% 0.4% 78% 9% Aviva Life 2 37% 21% 41% 0.5% 0.3% 58% 0.7% Bajaj Allianz 34% 45% 15% 3% 4% 79% 7% Bharti Axa 31% 41% 26% 1% 1% 72% 2% HDFC Standard Life 43% 32% 20% 3% 2% 75% 5% ICICI Prudential Life 45% 17% 24% 13% 1% 62% 14% ING Vysya Life 50% 26% 20% 0.6% 3% 77% 3% LIC Jeevan Tarang 30% 45% 22% 1% 3% 75% 4% Max New York Life 30% 41% 27% 2% 0.3% 71% 3% Met Life 44% 25% 29% 0.9% 1% 69% 2% SBI Life 42% 28% 4% 4% 21% 70% 25%
57 Table 9: Message Relevance rating of the ads Message Relevance Precisely reflects my current need & is highly relevant Somewhat reflects my current need & is relevant Can' say anything with surety Hardly reflects my current need & is not very relevant Doesn't reflect my current need at all & highly irrelevant TOP2 BOTTOM2 Aviva Life 1 52% 14% 29% 2% 3% 66% 5% Aviva Life 2 41% 29% 29% 0.5% 0.0% 70% 0.5% Bajaj Allianz 41% 46% 9% 3% 2% 87% 5% Bharti Axa 33% 26% 38% 3% 0.4% 59% 3% HDFC Standard Life 45% 21% 26% 3% 5% 66% 8% ICICI Prudential Life 17% 50% 31% 0.4% 2% 67% 3% ING Vysya Life 40% 25% 27% 2% 7% 65% 8% LIC Jeevan Tarang 46% 25% 16% 6% 7% 71% 13% Max New York Life 22% 52% 24% 2% 0.2% 74% 2% Met Life 38% 25% 31% 6% 0.2% 63% 7% SBI Life 30% 32% 13% 6% 21% 61% 26%
58 Table 10: Image impact rating of the ads Image Impact Dramatically improved the image of brand in my eyes Marginally improved the image of the brand in my eyes Didn't improve the image of the brand in my eyes at all Marginally deteriorated the image of the brand in my eyes Dramatically deteriorated the image of the brand in my eyes TOP2 BOTTOM2 Aviva Life 1 46% 36% 18% 0.3% 0.0% 82% 0.3% Aviva Life 2 43% 34% 23% 0.0% 0.0% 77% 0.0% Bajaj Allianz 38% 51% 9% 0.5% 0.7% 90% 1% Bharti Axa 44% 41% 6% 0.7% 8% 85% 9% HDFC Standard Life 48% 48% 2% 0.0% 2% 96% 2% ICICI Prudential Life 55% 27% 9% 7% 2% 82% 10% ING Vysya Life 41% 41% 10% 6% 2% 82% 8% LIC Jeevan Tarang 54% 34% 3% 7% 2% 87% 9% Max New York Life 22% 62% 15% 0.3% 0.4% 84% 0.6% Met Life 43% 39% 14% 2% 1% 82% 4% SBI Life 60% 26% 11% 0.4% 2% 86% 3%
59 Table 11: Brand preference creation rating of the ads Brand Preference Creation Most certainly buy this brand only Most certainly try out this brand as well May try out this brand Unlikely to try out this brand Most certainly not buy this brand at all TOP2 BOTTOM2 Aviva Life 1 51% 7% 26% 17% 0.0% 57% 17% Aviva Life 2 31% 20% 27% 7% 15% 51% 22% Bajaj Allianz 29% 16% 47% 7% 0.9% 45% 8% Bharti Axa 19% 26% 36% 12% 7% 45% 18% HDFC Standard Life 32% 16% 50% 1% 0.8% 48% 2% ICICI Prudential Life 18% 51% 31% 0.4% 0.0% 69% 0.4% ING Vysya Life 34% 29% 36% 2% 0.0% 62% 2% LIC Jeevan Tarang 27% 17% 48% 5% 3% 44% 8% Max New York Life 14% 14% 59% 3% 9% 29% 13% Met Life 25% 32% 34% 8% 0.6% 57% 9% SBI Life 19% 28% 28% 0.9% 24% 47% 25%
60 Table 12: Elements liked in the ad Elements Liked In The Ad Aviva Life Insurance Aviva Life 2 Insurance Bajaj Allianz Bharti Axa HDFC Standard Life Insurance ICICI Prudential Life Insurance ING Vysya Life LIC Jeevan Tarang Life Insurance Max New York Life Insurance Met Life SBI Life Message is highly relevant for me 55% 43% 36% 38% 39% 61% 34% 42% 39% 54% 37% Ad conveys the message in a very interesting way 37% 59% 27% 56% 57% 43% 53% 44% 58% 47% 71% Benefit offered by the brand is appealing 21% 29% 28% 25% 56% 24% 45% 44% 30% 60% 56% Idea is very differet, original & unique 27% 15% 55% 29% 52% 31% 60% 50% 35% 63% 72% Models/actors used are my favorites 29% 6% 2% 16% 17% 7% 19% 13% 12% 11% 20% Love background music/jingle in the ad 23% 15% 11% 20% 36% 17% 18% 21% 49% 29% 22% Ad completely involves me 18% 19% 5% 20% 25% 23% 35% 15% 18% 16% 49% Not applicable 5% 0.0% 4% 0.2% 0.7% 0.0% 0.0% 0.0% 3% 2% 10%
61 Segment Wise Tables - Ads with Highest Rating
62 Table 13: Likeability Male Female 13-18 19-24 25-35 36-45 46-55 >55 years LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Bajaj Allianz LIC Jeevan Tarang ICICI Prudential LIC Jeevan Tarang HDFC Standard ICICI Prudential Life Insurance Bajaj Allianz Max New York Life Bharti Axa ICICI Prudential LIC Jeevan Tarang Aviva Life Insurance LIC Jeevan Tarang Aviva Life Insurance Max New York Life HDFC Standard ICICI Prudential Aviva Life Insurance HDFC Standard Max New York Life ICICI Prudential HDFC Standard Life Insurance Tata AIG Met Life Insurance Max New York Life SBI Life Insurance Max New York Life SBI Life Insurance Aviva Life Insurance Bharti Axa LIC Jeevan LIC Jeevan Tarang HDFC Standard Bharti Axa Aviva Life Insurance ICICI Prudential Max New York Life SBI Life Insurance Bharti Axa Aviva Life Insurance LIC Jeevan Tarang HDFC Standard Tata AIG HDFC Standard Bajaj Allianz Max New York Life Insurance SBI Life Insurance Bajaj Allianz Aviva Life Insurance Tata AIG SBI Life Insurance Bajaj Allianz SBI Life Insurance ING Vysya Life Insurance Aviva Life Insurance - ING Vysya Life Bajaj Allianz Bharti Axa ING Vysya Life - Bajaj Allianz HDFC Standard - Met Life Insurance ING Vysya Life Bajaj Allianz Met Life Insurance - Met Life Insurance ING Vysya Life - SBI Life Insurance Max New York Life ING Vysya Life Bharti Axa - Tata AIG Met Life - Tata AIG Met Life Met Life - -
63 Table 14: Likeability Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential ING Vysya Life ICICI Prudential HDFC Standard Life Bharti Axa ICICI Prudential Life Insurance LIC Jeevan Tarang Aviva Life Insurance Bharti Axa Aviva Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance LIC Jeevan Tarang Policy SBI Life Insurance Max New York Life Bharti Axa Met Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz HDFC Standard Life Insurance Bajaj Allianz SBI Life Insurance LIC Jeevan Tarang Policy Max New York Life SBI Life Insurance Max New York Life ICICI Prudential Bharti Axa HDFC Standard HDFC Standard Life Bajaj Allianz Bajaj Allianz HDFC Standard Life ICICI Prudential Tata AIG Aviva Life Insurance Aviva Life Insurance Tata AIG Tata AIG Bharti Axa Bharti Axa SBI Life Insurance Max New York Life Max New York Life Insurance Bharti Axa Max New York Life SBI Life Insurance ICICI Prudential Bajaj Allianz Bajaj Allianz Met Life Insurance Bajaj Allianz SBI Life Insurance ICICI Prudential HDFC Standard Life Tata AIG ING Vysya Life ING Vysya Life Aviva Life Insurance ING Vysya Life Insurance ING Vysya Life Bajaj Allianz Max New York Life HDFC Standard Life Max New York Life Bharti Axa SBI Life Insurance Met Life Insurance Met Life Insurance ING Vysya Life Aviva Life Insurance Met Life Insurance Tata AIG Met Life Insurance ING Vysya Life Tata AIG Tata AIG Met Life Insurance - - Met Life Insurance Tata AIG HDFC Standard Life
64 Table 15: Likeability North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life Insurance Aviva Life Insurance Max New York Life LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Bharti Axa Bharti Axa HDFC Standard Life SBI Life Insurance ICICI Prudential Bharti Axa Bharti Axa Aviva Life Insurance SBI Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential SBI Life Insurance ING Vysya Life Max New York Life HDFC Standard Life Bajaj Allianz Bajaj Allianz ING Vysya Life Tata AIG Bajaj Allianz Bharti Axa LIC Jeevan Tarang Policy SBI Life Insurance ICICI Prudential ICICI Prudential Life Insurance Met Life Insurance Bajaj Allianz Max New York Life Bajaj Allianz Bajaj Allianz Aviva Life Insurance Max New York Life Met Life Insurance Max New York Life ING Vysya Life HDFC Standard Life Max New York Life Aviva Life Insurance Bajaj Allianz Tata AIG ING Vysya Life Insurance Bharti Axa HDFC Standard Life Aviva Life Insurance SBI Life Insurance HDFC Standard Life ING Vysya Life SBI Life Insurance Bharti Axa SBI Life Insurance Aviva Life Insurance ING Vysya Liferance Tata AIG Tata AIG Met Life Insurance Bharti Axa Max New York Life Insurance Bajaj Allianz Met Life Insurance Met Life Insurance HDFC Standard Life ING Vysya Life Max New York Life Met Life Insurance Tata AIG - SBI Life Tata AIG Met Life Met Life - ING Vysya
65 Table 16: Audience identification Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Bajaj Allianz Aviva Life Insurance Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance Max New York Life Max New York Life LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life Insurance Bajaj Allianz ICICI Prudential HDFC Standard Life SBI Life Insurance HDFC Standard Life Max New York Life ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy Tata AIG Max New York Life Bajaj Allianz Aviva Life Insurance LIC Jeevan Tarang Policy Met Life Insurance Max New York Life Aviva Life Insurance HDFC Standard Life Aviva Life Insurance SBI Life Insurance Bharti Axa Bajaj Allianz Max New York Life Bharti Axa Met Life Insurance SBI Life Insurance SBI Life Insurance Bharti Axa Met Life Insurance Met Life Insurance Aviva Life Insurance HDFC Standard Life SBI Life Insurance Bajaj Allianz - Max New York Life Insurance Tata AIG Aviva Life Insurance Bharti Axa Tata AIG Max New York Life Aviva Life Insurance - ING Vysya Life Insurance SBI Life Insurance - ING Vysya Life Bajaj Allianz Bharti Axa Bharti Axa - Met Life Insurance HDFC Standard Life - SBI Life Insurance ING Vysya Life ING Vysya Life ING Vysya Life - Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Met Life -
66 Table 17: Audience identification Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential Aviva Life Insurance Bajaj Allianz ING Vysya Life ICICI Prudential HDFC Standard Life Bharti Axa SBI Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy Aviva Life Insurance ICICI Prudential ICICI Prudential Life Insurance Max New York Life Bajaj Allianz Bharti Axa LIC Jeevan Tarang Policy HDFC Standard Life LIC Jeevan Tarang Policy Met Life Insurance HDFC Standard Life Insurance Bajaj Allianz LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Max New York Life Aviva Life Insurance Max New York Life Max New York Life Met Life Insurance HDFC Standard Life SBI Life Insurance Met Life Insurance Aviva Life Insurance SBI Life Insurance ICICI Prudential LIC Jeevan Tarang Policy Max New York Life Insurance Aviva Life Insurance ICICI Prudential Tata AIG Bajaj Allianz Bajaj Allianz SBI Life Insurance Bajaj Allianz Aviva Life Insurance Bharti Axa Bharti Axa SBI Life Insurance Bharti Axa ING Vysya Life Tata AIG Aviva Life Insurance Bharti Axa SBI Life Insurance Tata AIG HDFC Standard Life Tata AIG Max New York Life Bajaj Allianz Tata AIG Bajaj Allianz ING Vysya Life Met Life Insurance Aviva Life Insurance Met Life Insurance Bharti Axa ING Vysya Life SBI Life Insurance ING Vysya Life Insurance Tata AIG Max New York Life Max New York Life HDFC Standard Life Tata AIG Bharti Axa HDFC Standard Life Tata AIG Met Life Insurance ING Vysya Life - - Met Life Insurance Met Life Insurance ING Vysya Life
67 Table 18: Audience identification North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Bajaj Allianz Bharti Axa LIC Jeevan Tarang Policy HDFC Standard Life Insurance LIC Jeevan Tarang Policy ICICI Prudential Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life SBI Life Insurance Aviva Life Insurance Max New York Life LIC Jeevan Tarang Policy Max New York Life SBI Life Insurance SBI Life Insurance Aviva Life Insurance Bajaj Allianz HDFC Standard Life Bharti Axa Max New York Life ING Vysya Life Max New York Life ICICI Prudential Bajaj Allianz LIC Jeevan Tarang Policy ING Vysya Life Bajaj Allianz SBI Life Insurance Aviva Life Insurance Bharti Axa HDFC Standard Life Max New York Life ICICI Prudential Life Insurance Met Life Tata AIG Bharti Axa Bharti Axa Met Life Bajaj Allianz ICICI Prudential Max New York Life Insurance Max New York Life HDFC Standard Life Met Life Insurance Bajaj Allianz LIC Jeevan Tarang Policy Aviva Life Insurance Tata AIG Met Life Insurance Bharti Axa ING Vysya Life HDFC Standard Life Met Life Insurance HDFC Standard Life ING Vysya Life SBI Life Insurance ING Vysya Life SBI Life Aviva Life Aviva Life Tata AIG Aviva Life Met Life Met Life Bharti Axa Bajaj Allianz Met Life Insurance Tata AIG SBI Life Insurance ING Vysya Life Max New York Life ING Vysya Life Tata AIG - SBI Life Insurance ING Vysya Life HDFC Standard Life Tata AIG - Bharti Axa
68 Table 19: Origanility Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy ICICI Prudential Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life Aviva Life Insurance Bajaj Allianz Bharti Axa LIC Jeevan Tarang Policy Aviva Life Insurance Bajaj Allianz Aviva Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life Insurance Max New York Life ICICI Prudential Bharti Axa SBI Life Insurance LIC Jeevan Tarang Policy Max New York Life ICICI Prudential ICICI Prudential Life Insurance LIC Jeevan Tarang HDFC Standard Life HDFC Standard Life ICICI Prudential Max New York Life SBI Life Insurance Max New York Life Bajaj Allianz Tata AIG LIC Jeevan Tarang Policy Met Life Insurance Bharti Axa SBI Life Insurance Bajaj Allianz Aviva Life Insurance Bharti Axa Bharti Axa Bajaj Allianz Max New York Life HDFC Standard Life HDFC Standard Life HDFC Standard Life Bajaj Allianz SBI Life Insurance SBI Life Insurance Met Life Insurance Aviva Life Insurance Tata AIG Aviva Life Insurance ICICI Prudential Bharti Axa Max New York Life Insurance Aviva Life Insurance Aviva Life Insurance ING Vysya Life Bajaj Allianz ING Vysya Life Bharti Axa SBI Life Insurance ING Vysya Life Insurance Met Life Insurance - ICICI Prudential ING Vysya Life Bharti Axa ING Vysya Life - Met Life Insurance HDFC Standard - SBI Life Insurance Max New York Life Tata AIG Met Life Insurance - Tata AIG ING Vysya Life - Tata AIG Met Life Insurance Met Life Insurance Tata AIG -
69 Table 20: Origanility Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy SBI Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance Tata AIG Aviva Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life Bharti Axa ICICI Prudential Life Insurance Bajaj Allianz Bharti Axa Bajaj Allianz ING Vysya SBI Life Insurance Max New York Life Bajaj Allianz HDFC Standard Life Insurance Max New York Life Bajaj Allianz Met Life Insurance Max New York Life Aviva Life Insurance LIC Jeevan Tarang Policy ICICI Prudential Max New York Life Insurance HDFC Standard Life SBI Life Insurance SBI Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life SBI Life Insurance Met Life Insurance Aviva Life Insurance Aviva Life Insurance Tata AIG LIC Jeevan Tarang Policy Bajaj Allianz Bajaj Allianz ICICI Prudential Max New York Life Bajaj Allianz Bharti Axa HDFC Standard Life HDFC Standard Life Bharti Axa Bharti Axa Bajaj Allianz Tata AIG Bharti Axa ING Vysya Life Max New York Life Aviva Life Insurance HDFC Standard Life ING Vysya Life ING Vysya Life Aviva Life Insurance ING Vysya Life Insurance SBI Life Insurance Met Life Insurance Bharti Axa Met Life Insurance Max New York Life Bharti Axa SBI Life Insurance Met Life Insurance Met Life Insurance ICICI Prudential - Tata AIG Tata AIG Met Life Insurance ING Vysya Life Tata AIG - ING Vysya Life - - Met Life Insurance Tata AIG HDFC Standard Life
70 Table 21: Origanility North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Bajaj Allianz Bharti Axa LIC Jeevan Tarang Policy SBI Life Insurance Aviva Life Insurance Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Aviva Life Insurance HDFC Standard Life Insurance ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy ING Vysya Life Bharti Axa SBI Life Insurance HDFC Standard Life Bajaj Allianz HDFC Standard Bajaj Allianz Bharti Axa Aviva Life Insurance SBI Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz ICICI Prudential Life Insurance Met Life Insurance Tata AIG SBI Life Insurance Bajaj Allianz Max New York Life HDFC Standard Life Max New York Life LIC Jeevan Tarang Policy Max New York Life Bharti Axa Max New York Life Max New York Life LIC Jeevan Tarang Policy Aviva Life Insurance Tata AIG Met Life Insurance ING Vysya Life ING Vysya Life HDFC Standard Life SBI Life Insurance Met Life Insurance Bajaj Allianz ICICI Prudential Max New York Life Bharti Axa Aviva Life Aviva Life Bharti Axa Aviva Life ING Vysya SBI Life Bharti Axa SBI Life Insurance Met Life Insurance Met Life Insurance HDFC Standard Life HDFC Standard Life Met Life Insurance Met Life Insurance Tata AIG Bajaj Allianz HDFC Standard Life ING Vysya Life Met Life Insurance Tata AIG Tata AIG Bharti Axa ING Vysya Life Insurance - SBI Life Insurance Tata AIG Tata AIG ING Vysya Life Max New York Life ING Vysya Life
71 Table 22: Comprehensibility Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy Max New York Life Bharti Axa Bajaj Allianz LIC Jeevan Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance ICICI Prudential Max New York Life Bharti Axa ICICI Prudential ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance Bajaj Allianz ICICI Prudential HDFC Standard Life Aviva Life Insurance LIC Jeevan Tarang Policy Max New York Life ICICI Prudential HDFC Standard Life Insurance Aviva Life Insurance LIC Jeevan Tarang Policy ICICI Prudential SBI Life Insurance HDFC Standard Life Tata AIG Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life LIC Jeevan Tarang Policy Max New York Life Aviva Life Insurance HDFC Standard Life Aviva Life Insurance Bharti Axa Tata AIG Bajaj Allianz Met Life Insurance Bharti Axa Max New York Life Bajaj Allianz Bajaj Allianz SBI Life Insurance Bharti Axa Met Life Insurance Max New York Life HDFC Standard Life SBI Life Insurance SBI Life Insurance Bharti Axa Max New York Life Insurance Met Life Insurance Aviva Life Insurance Aviva Life Insurance ING Vysya Life ING Vysya Life ICICI Prudential SBI Life Insurance ING Vysya Life Insurance SBI Life Insurance - ING Vysya Life Tata AIG Bharti Axa Bharti Axa - Met Life Insurance HDFC Standard Life - SBI Life Insurance Bajaj Allianz Tata AIG ING Vysya Life - Tata AIG ING Vysya - Tata AIG Met Life Met Life Met Life -
72 Table 23: Comprehensibility Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential Aviva Life Insurance ICICI Prudential Aviva Life Insurance Bharti Axa ICICI Prudential Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance Bajaj Allianz ING Vysya Life LIC Jeevan Tarang Policy HDFC Standard Life LIC Jeevan Tarang Policy SBI Life Insurance Max New York Life HDFC Standard Life Met Life Insurance ICICI Prudential Aviva Life Insurance Max New York Life Max New York Life Max New York Life Insurance Bajaj Allianz Bajaj Allianz Bharti Axa Max New York Life HDFC Standard Life LIC Jeevan Tarang Policy ICICI Prudential HDFC Standard Life Insurance HDFC Standard Bharti Axa LIC Jeevan Tarang Policy Bharti Axa SBI Life Insurance ICICI Prudential Bajaj Allianz Aviva Life Aviva Life SBI Life Tata AIG Bajaj Allianz Bajaj Allianz SBI Life Met Life Bajaj Allianz Bharti Axa Tata AIG SBI Life Insurance Tata AIG ING Vysya Life Bajaj Allianz Aviva Life Insurance Bharti Axa ING Vysya Life Max New York Life HDFC Standard Life LIC Jeevan Tarang Policy Bharti Axa Met Life Insurance Tata AIG ING Vysya Life Insurance SBI Life Insurance ICICI Prudential Max New York Life Met Life Insurance Max New York Life Tata AIG ING Vysya Life Insurance Met Life Insurance Met Life Insurance Met Life Insurance Aviva Life Insurance HDFC Standard Life Tata AIG Bharti Axa SBI Life Insurance Tata AIG Tata AIG ING Vysya Life - - Met Life Insurance ING Vysya Life HDFC Standard Life
73 Table 24: Comprehensibility North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Bajaj Allianz Bharti Axa LIC Jeevan Tarang Policy HDFC Standard Life Insurance Aviva Life Insurance Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Aviva Life Insurance SBI Life Insurance ICICI Prudential ICICI Prudential Bharti Axa Max New York Life Insurance Bharti Axa LIC Jeevan Tarang Policy HDFC Standard Life Bajaj Allianz Met Life Insurance Bharti Axa LIC Jeevan Tarang Policy Aviva Life Insurance Max New York Life SBI Life Insurance Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life Bajaj Allianz Max New York Life ING Vysya Life SBI Life Insurance HDFC Standard Life ICICI Prudential Met Life Insurance ING Vysya Life ING Vysya Life SBI Life Insurance Bharti Axa LIC Jeevan Tarang Policy Aviva Life Insurance Max New York Life ICICI Prudential Life Insurance Max New York Life Tata AIG HDFC Standard Life Bajaj Allianz Met Life Insurance Bajaj Allianz Tata AIG Max New York Life Insurance Bharti Axa HDFC Standard Life Aviva Life Insurance Tata AIG HDFC Standard Life Met Life Insurance Met Life Insurance ING Vysya Life Insurance SBI Life Insurance Aviva Life Insurance Tata AIG SBI Life Insurance Aviva Life Insurance ING Vysya Life ING Vysya Life Bharti Axa Bajaj Allianz Met Life Insurance ING Vysya Life HDFC Standard Life ING Vysya Life Tata AIG SBI Life Insurance Tata AIG - SBI Life Insurance Met Life Insurance Met Life Insurance - Max New York Life Bharti Axa
74 Table 25: Persuasiveness/ believability Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance Max New York Life Max New York Life Bharti Axa ICICI Prudential Bajaj Allianz Aviva Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life Insurance Bajaj Allianz ICICI Prudential LIC Jeevan Tarang Policy Aviva Life Insurance LIC Jeevan Tarang Policy Tata AIG ICICI Prudential Bajaj Allianz LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential SBI Life Insurance HDFC Standard Life Max New York Life Max New York Life Aviva Life Insurance Aviva Life Insurance HDFC Standard Life Met Life Insurance Max New York Life Max New York Life HDFC Standard Life Aviva Life Insurance Bharti Axa Tata AIG Bajaj Allianz HDFC Standard Life Bharti Axa SBI Life Insurance Bajaj Allianz Bajaj Allianz SBI Life Insurance Bharti Axa Met Life Insurance Max New York Life HDFC Standard Life Aviva Life Insurance SBI Life Insurance SBI Life Insurance Max New York Life Insurance SBI Life Insurance - Aviva Life Insurance Tata AIG ING Vysya Life ICICI Prudential - ING Vysya Life Insurance Met Life Insurance - ING Vysya Life Bajaj Allianz Bharti Axa Bharti Axa - Met Life Insurance HDFC Standard Life - Tata AIG ING Vysya Life Tata AIG ING Vysya Life - Tata AIG ING Vysya Life - SBI Life Insurance Met Life Insurance Met Life Insurance Met Life Insurance -
75 Table 26: Persuasiveness/ believability Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential Aviva Life Insurance ICICI Prudential Aviva Life Insurance Bharti Axa SBI Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz Bajaj Allianz ING Vysya Life LIC Jeevan Tarang Policy HDFC Standard Life LIC Jeevan Tarang Policy ICICI Prudential Life Insurance Max New York Life Bharti Axa Met Life Insurance ICICI Prudential Aviva Life Insurance Max New York Life Max New York Life HDFC Standard Life Insurance HDFC Standard Life Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy SBI Life Insurance LIC Jeevan Tarang Policy ICICI Prudential Max New York Life Insurance Bajaj Allianz SBI Life Insurance Tata AIG Max New York Life HDFC Standard Life ICICI Prudential Bajaj Allianz Bajaj Allianz Bharti Axa HDFC Standard Life Bharti Axa Bajaj Allianz Bajaj Allianz SBI Life Insurance Met Life Insurance Bharti Axa Aviva Life Insurance Tata AIG SBI Life Insurance Bharti Axa ING Vysya Life Bajaj Allianz Tata AIG Aviva Life Insurance ING Vysya Life Max New York Life HDFC Standard Life Met Life Insurance Bharti Axa Tata AIG Aviva Life Insurance ING Vysya Life Insurance SBI Life Insurance ICICI Prudential Aviva Life Insurance Tata AIG Max New York Life Bharti Axa SBI Life Insurance Met Life Insurance Tata AIG Met Life Insurance Max New - Tata AIG ING Vysya Life HDFC Standard Life Tata AIG Met Life ING Vysya - - Met Life Met Life ING Vysya
76 Table 27: Persuasiveness/ believability North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Bajaj Allianz ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life Insurance Aviva Life Insurance Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa HDFC Standard Life SBI Life Insurance ICICI Prudential ICICI Prudential Bharti Axa Max New York Life Bharti Axa LIC Jeevan Tarang Policy Aviva Life Insurance LIC Jeevan Tarang Policy Met Life Insurance Bharti Axa LIC Jeevan Tarang Policy Aviva Life Insurance SBI Life Insurance SBI Life Insurance ICICI Prudential Bajaj Allianz HDFC Standard Life Bajaj Allianz Max New York Life Bharti Axa Max New York Life HDFC Standard Life Bajaj Allianz ICICI Prudential Life Insurance Max New York Life Tata AIG SBI Life Insurance ING Vysya Life LIC Jeevan Tarang Policy Bajaj Allianz Max New York Life Met Life Insurance Bharti Axa ING Vysya Life HDFC Standard Life Bajaj Allianz Met Life Insurance Aviva Life Insurance Tata AIG ING Vysya Life Insurance ING Vysya Life Aviva Life Insurance Aviva Life Insurance SBI Life Insurance HDFC Standard Life ING Vysya Life Met Life Insurance Max New York Life Insurance SBI Life Insurance HDFC Standard Life Tata AIG Tata AIG Aviva Life Insurance Met Life Insurance ING Vysya Life Bharti Axa Bajaj Allianz Met Life Insurance Met Life Insurance HDFC Standard Life Tata AIG Max New York Life SBI Life Insurance
77 Table 28: Brand inclination Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance Bajaj Allianz Max New York Life Bharti Axa ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life Insurance Max New York Life ICICI Prudential HDFC Standard Life Aviva Life Insurance HDFC Standard Life Aviva Life Insurance ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life LIC Jeevan Tarang Policy SBI Life Insurance Bajaj Allianz Tata AIG Max New York Life Bharti Axa Aviva Life Insurance Bajaj Allianz ICICI Prudential Bharti Axa Max New York Life Max New York Life Aviva Life Insurance SBI Life Insurance Met Life Insurance LIC Jeevan Tarang Policy Max New York Life HDFC Standard Life Met Life Insurance SBI Life Insurance Bajaj Allianz Max New York Life Insurance Bharti Axa Met Life Insurance Met Life Insurance Tata AIG SBI Life Insurance Bajaj Allianz Bharti Axa Bajaj Allianz SBI Life Insurance - Aviva Life Insurance ING Vysya Life Aviva Life Insurance HDFC Standard Life SBI Life Insurance ING Vysya Life Insurance Tata AIG - ING Vysya Life Bajaj Allianz ING Vysya Life ING Vysya Life - Met Life Insurance HDFC Standard Life - SBI Life Insurance Max New York Life Bharti Axa Met Life Insurance - Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Bharti Axa -
78 Table 29: Brand inclination Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential Aviva Life Insurance ICICI Prudential HDFC Standard Life Bharti Axa SBI Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life Bajaj Allianz ING Vysya Life LIC Jeevan Tarang Policy Aviva Life Insurance LIC Jeevan Tarang Policy ICICI Prudential Life Insurance Max New York Life Aviva Life Insurance Bharti Axa ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy ICICI Prudential Met Life Insurance HDFC Standard Life Bharti Axa LIC Jeevan Tarang Policy Max New York Life HDFC Standard Life Max New York Life Met Life Insurance HDFC Standard Life Insurance Bajaj Allianz SBI Life Insurance Tata AIG Bharti Axa SBI Life Insurance SBI Life Insurance Bajaj Allianz Max New York Life Insurance Aviva Life Insurance ICICI Prudential Met Life Insurance Bajaj Allianz Bajaj Allianz ICICI Prudential Max New York Life Bharti Axa Bharti Axa Max New York Life SBI Life Insurance LIC Jeevan Tarang Policy ING Vysya Life Bajaj Allianz Aviva Life Insurance Bajaj Allianz SBI Life Insurance Met Life Insurance HDFC Standard Life Met Life Insurance Bharti Axa Tata AIG Tata AIG Aviva Life Insurance ING Vysya Life Tata AIG Max New York Life HDFC Standard Life Max New York Life ING Vysya Life SBI Life Insurance ING Vysya Life Insurance Tata AIG Bajaj Allianz Aviva Life Insurance Tata AIG Tata AIG Met Life Insurance HDFC Standard Life Tata AIG Met Life Insurance ING Vysya Life - - Met Life Insurance Bharti Axa ING Vysya Life
79 Table 30: Brand inclination North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life Insurance ICICI Prudential Max New York Life Bharti Axa LIC Jeevan Tarang Policy Bharti Axa Bharti Axa HDFC Standard Life SBI Life Insurance Aviva Life Insurance ICICI Prudential LIC Jeevan Tarang Policy Aviva Life Insurance Max New York Life LIC Jeevan Tarang Policy Aviva Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life Bharti Axa Bajaj Allianz Bharti Axa Bajaj Allianz SBI Life Insurance ICICI Prudential Bajaj Allianz Met Life Insurance Bajaj Allianz SBI Life Insurance ING Vysya Life SBI Life Insurance HDFC Standard Life Max New York Life ICICI Prudential Life Insurance ING Vysya Life ING Vysya Life Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy Aviva Life Bajaj Allianz Met Life Insurance Bharti Axa Tata AIG HDFC Standard Life Met Life Insurance Aviva Life Insurance Bajaj Allianz Tata AIG ING Vysya Life Insurance Max New York Life HDFC Standard Life Met Life Insurance Max New York Life Met Life Insurance Met Life Insurance Met Life Insurance Max New York Life Insurance SBI Life Insurance Aviva Life Insurance Aviva Life Insurance SBI Life Insurance HDFC Standard Life ING Vysya Life SBI Life Insurance Bharti Axa Bajaj Allianz Met Life Insurance Tata AIG Tata AIG ING Vysya Life Max New York Life ING Vysya Life
80 Table 31: Empathy created Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Bharti Axa LIC Jeevan Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance Bajaj Allianz Max New York Life Bajaj Allianz ICICI Prudential ICICI Prudential Tata AIG LIC Jeevan Tarang Policy Bajaj Allianz Max New York Life Bajaj Allianz Met Life Insurance Aviva Life Insurance HDFC Standard Life Max New York Life ICICI Prudential Life HDFC Standard Life Insurance Aviva Life Insurance ICICI Prudential LIC Jeevan Tarang Policy SBI Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life Max New York Life Bharti Axa LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Max New York Life Bharti Axa Aviva Life Insurance Bajaj Allianz Aviva Life Insurance Aviva Life Insurance Tata AIG HDFC Standard Life HDFC Standard Life HDFC Standard Life Max New York Life SBI Life Insurance Bajaj Allianz SBI Life Insurance Bharti Axa Met Life Insurance Aviva Life Insurance Tata AIG SBI Life Insurance ICICI Prudential SBI Life Insurance Max New York Life Insurance SBI Life Insurance Aviva Life Insurance ICICI Prudential Bajaj Allianz Bharti Axa Aviva Life Insurance - ING Vysya Life Insurance Met Life Insurance - ING Vysya Life ING Vysya Life Tata AIG ING Vysya Life - Met Life Insurance HDFC Standard Life - SBI Life Insurance Max New York Life ING Vysya Life Met Life Insurance - Tata AIG ING Vysya Life - Tata AIG Met Life Insurance Met Life Insurance Bharti Axa -
81 Table 32: Empathy created Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential Aviva Life Insurance ICICI Prudential Aviva Life Insurance ICICI Prudential HDFC Standard Life Bharti Axa SBI Life Insurance LIC Jeevan Tarang Policy Bharti Axa Bajaj Allianz ING Vysya Life LIC Jeevan Tarang Policy Max New York Life LIC Jeevan Tarang Policy ICICI Prudential Life Insurance Max New York Life LIC Jeevan Tarang Policy Bharti Axa Bajaj Allianz Aviva Life Insurance LIC Jeevan Tarang Policy ICICI Prudential HDFC Standard Life Insurance Bajaj Allianz Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential SBI Life Insurance Aviva Life Insurance Bajaj Allianz Max New York Life Insurance HDFC Standard Life SBI Life Insurance Tata AIG Max New York Life HDFC Standard Life ICICI Prudential Met Life Insurance Bajaj Allianz Bharti Axa HDFC Standard Life Met Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz SBI Life Insurance Aviva Life Insurance Aviva Life Insurance Aviva Life Insurance Tata AIG SBI Life Insurance Bharti Axa Bharti Axa Bajaj Allianz Max New York Life Bharti Axa SBI Life Insurance Max New York Life HDFC Standard Life Met Life Insurance Max New York Life Tata AIG Tata AIG ING Vysya Life Insurance ING Vysya Life Met Life Insurance Max New York Life Tata AIG ING Vysya Life ING Vysya Life SBI Life Insurance Met Life Insurance Tata AIG ICICI Prudential Aviva Life Insurance - Tata AIG Bharti Axa ING Vysya Life Tata AIG Met Life Insurance ING Vysya Life - - Met Life Insurance Met Life Insurance HDFC Standard Life
82 Table 33: Empathy created North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Bajaj Allianz ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life Insurance Aviva Life Insurance Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Aviva Life Insurance SBI Life Insurance ICICI Prudential ICICI Prudential Bharti Axa Bajaj Allianz Bharti Axa SBI Life Insurance HDFC Standard Life Bajaj Allianz Met Life Insurance Bharti Axa LIC Jeevan Tarang Policy Aviva Life Insurance Max New York Life LIC Jeevan Tarang Policy Max New York Life LIC Jeevan Tarang Policy HDFC Standard Life Bajaj Allianz SBI Life Insurance ING Vysya Life SBI Life Insurance HDFC Standard Life ICICI Prudential ICICI Prudential Life Insurance Max New York Life Tata AIG Max New York Life Bharti Axa LIC Jeevan Tarang Policy Aviva Life Insurance Bajaj Allianz Met Life Insurance ING Vysya Life ING Vysya Life HDFC Standard Life Max New York Life Met Life Insurance Bajaj Allianz Tata AIG ING Vysya Life Insurance Bharti Axa Aviva Life Insurance Aviva Life Insurance SBI Life Insurance HDFC Standard Life ING Vysya Life Met Life Insurance Max New York Life Insurance SBI Life Insurance HDFC Standard Life Tata AIG Tata AIG Aviva Life Insurance Met Life Insurance SBI Life Insurance Bharti Axa Bajaj Allianz Met Life Insurance Met Life Insurance HDFC Standard Life Tata AIG Max New York Life Bharti Axa Tata AIG - SBI Life Insurance ING Vysya Life Met Life Insurance ING Vysya Life Tata AIG ING Vysya Life
83 Table 34: Brand differentiation Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Bajaj Allianz Aviva Life Insurance Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance Bajaj Allianz Max New York Life LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance Max New York Life ICICI Prudential HDFC Standard Life ICICI Prudential LIC Jeevan Tarang Policy Max New York Life ICICI Prudential Bajaj Allianz Met Life Insurance HDFC Standard Life Max New York Life Bharti Axa Met Life Insurance Bajaj Allianz Max New York Life HDFC Standard Life Insurance LIC Jeevan Tarang Policy Met Life Insurance ICICI Prudential SBI Life Insurance Max New York Life SBI Life Insurance Aviva Life Insurance Bharti Axa Bharti Axa Bajaj Allianz Aviva Life Insurance Tata AIG SBI Life Insurance ICICI Prudential Bajaj Allianz Max New York Life Insurance Tata AIG LIC Jeevan Tarang Policy Met Life Insurance HDFC Standard Life Aviva Life Insurance HDFC Standard Life - ING Vysya Life Insurance SBI Life Insurance - Bharti Axa Bajaj Allianz HDFC Standard Life ING Vysya - SBI Life Insurance Aviva Life Insurance - ING Vysya Life ING Vysya Life ING Vysya Life Met Life Insurance - Met Life Insurance HDFC Standard Life - SBI Life Insurance Max New York Life Bharti Axa Bharti Axa - Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Tata AIG -
84 Table 35: Brand differentiation Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy Bajaj Allianz ING Vysya Life ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy SBI Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Bharti Axa ICICI Prudential Life Insurance Max New York Life Bajaj Allianz Bharti Axa Aviva Life Insurance Aviva Life Insurance Max New York Life Met Life Insurance Met Life Insurance Bajaj Allianz HDFC Standard Life Tata AIG Max New York Life Bajaj Allianz HDFC Standard Life Bajaj Allianz Max New York Life Insurance Aviva Life Insurance Bharti Axa SBI Life Insurance Bharti Axa HDFC Standard Life SBI Life Insurance ICICI Prudential HDFC Standard Life Insurance HDFC Standard Life Max New York Life HDFC Standard Life Bajaj Allianz ING Vysya Life ICICI Prudential Max New York Life Aviva Life Insurance Bharti Axa ICICI Prudential LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy SBI Life Insurance Met Life Insurance Aviva Life Insurance Bajaj Allianz ING Vysya Life Met Life Insurance Met Life Insurance Met Life Insurance Bharti Axa Bajaj Allianz Tata AIG Bharti Axa SBI Life Insurance Tata AIG Aviva Life Insurance Tata AIG Max New York Life ING Vysya SBI Life ING Vysya Life Insurance Met Life Insurance SBI Life Insurance Max New York Life - Tata AIG Bharti Axa HDFC Sta Tata AIG Tata AIG - - - Met Life Insurance Tata AIG ING Vysya Life
85 Table 36: Brand differentiation North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Bajaj Allianz Bharti Axa LIC Jeevan Tarang Policy SBI Life Insurance Aviva Life Insurance Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy Aviva Life Insurance HDFC Standard Life Insurance ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy Aviva Life Insurance Max New York Life SBI Life Insurance HDFC Standard Life Bajaj Allianz Met Life Insurance Bharti Axa Bharti Axa Bharti Axa Bharti Axa ICICI Prudential Bajaj Allianz LIC Jeevan Tarang Policy Max New York Life Bajaj Allianz Max New York Life ING Vysya Life LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential ICICI Prudential Life Insurance ING Vysya Life ING Vysya Life Met Life Insurance Bajaj Allianz Met Life Insurance Aviva Life Insurance Max New York Life Met Life Insurance HDFC Standard Life Tata AIG HDFC Standard Life Max New York Life SBI Life Insurance Bajaj Allianz Tata AIG ING Vysya Life Insurance Bharti Axa Aviva Life Insurance Aviva Life Insurance Met Life Insurance Aviva Life Insurance ING Vysya Life SBI Life Insurance Max New York Life Insurance Bajaj Allianz Met Life Insurance SBI Life Insurance SBI Life Insurance HDFC Standard Life Met Life Insurance Met Life Insurance Bharti Axa SBI Life Insurance HDFC Standard Life ING Vysya Life HDFC Standard Life ING Vysya Life Tata AIG ING Vysya Life Tata AIG - SBI Life Insurance Tata AIG Tata AIG - Max New York Life Bharti Axa
86 Table 37: Message relevance Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Bajaj Allianz LIC Jeevan Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance Max New York Life Max New York Life Aviva Life Insurance ICICI Prudential ICICI Prudential Max New York Life LIC Jeevan Tarang Policy Bajaj Allianz Bajaj Allianz ICICI Prudential LIC Jeevan Tarang Policy Aviva Life Insurance Aviva Life Insurance Tata AIG Max New York Life Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential Max New York Life LIC Jeevan Tarang Policy HDFC Standard Life Aviva Life Insurance Bharti Axa Aviva Life Insurance HDFC Standard Life Met Life Insurance SBI Life Insurance Max New York Life SBI Life Insurance Bajaj Allianz HDFC Standard Life Insurance SBI Life Insurance Bajaj Allianz Max New York Life Bharti Axa SBI Life Insurance Bajaj Allianz ICICI Prudential Max New York Life Insurance Bharti Axa Met Life Insurance ING Vysya Life Bajaj Allianz HDFC Standard Life ICICI Prudential SBI Life Insurance SBI Life Insurance Tata AIG - Bharti Axa HDFC Standard Life ING Vysya Life Aviva Life Insurance - ING Vysya Life Insurance Met Life Insurance - SBI Life Insurance Tata AIG Bharti Axa ING Vysya Life - Met Life Insurance ING Vysya Life - HDFC Standard Life ING Vysya Life Met Life Insurance Bharti Axa - Tata AIG HDFC Standard Life - Tata AIG Met Life Insurance - - -
87 Table 38: Message relevance Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Aviva Life Insurance ICICI Prudential ICICI Prudential ICICI Prudential Max New York Life LIC Jeevan Tarang Policy ICICI Prudential Life Insurance ICICI Prudential Bajaj Allianz Bajaj Allianz Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Max New York Life SBI Life Insurance Max New York Life LIC Jeevan Tarang Policy Bharti Axa ING Vysya Life Bajaj Allianz HDFC Standard Life Bajaj Allianz Max New York Life Insurance Bajaj Allianz Bharti Axa SBI Life Insurance Max New York Life Aviva Life Insurance Aviva Life Insurance ICICI Prudential HDFC Standard Life Insurance HDFC Standard Life ICICI Prudential HDFC Standard Life LIC Jeevan Tarang Policy SBI Life Insurance ICICI Prudential Bharti Axa Aviva Life Insurance Aviva Life Insurance Tata AIG LIC Jeevan Tarang Policy Bajaj Allianz ING Vysya Life SBI Life Insurance Aviva Life Insurance Bajaj Allianz Bharti Axa SBI Life Met Life Bharti Axa Bharti Axa Tata AIG Met Life Bharti Axa SBI Life Insurance Met Life Insurance Aviva Life Insurance Met Life Insurance Max New York Life Bajaj Allianz SBI Life Insurance ING Vysya Life Insurance ING Vysya Life Max New York Life Tata AIG Tata AIG HDFC Standard Life ING Vysya Life HDFC Standard Life Met Life Insurance Tata AIG HDFC Standard Life Max New York Life - Tata AIG Bharti Axa ING Vysya Life Tata AIG Met Life ING Vysya - - Met Life Met Life Tata AIG
88 Table 39: Message relevance North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang LIC Jeevan Tarang ICICI Prudential ICICI Prudential Bajaj Allianz ICICI Prudential LIC Jeevan Tarang SBI Life Insurance Aviva Life Insurance Max New York Life Bajaj Allianz LIC Jeevan Tarang ICICI Prudential Bharti Axa Aviva Life Insurance Bajaj Allianz ICICI Prudential ICICI Prudential LIC Jeevan Tarang Max New York Life Max New York Life LIC Jeevan Tarang Bajaj Allianz HDFC Standard Life Insurance ING Vysya Life Bharti Axa Max New York Life Bajaj Allianz Bharti Axa SBI Life Insurance Max New York Life LIC Jeevan Tarang Policy Max New York Life Bajaj Allianz Bharti Axa ING Vysya Life LIC Jeevan Tarang HDFC Standard HDFC Standard ICICI Prudential Life Insurance HDFC Standard ING Vysya Life HDFC Standard SBI Life Insurance Aviva Life Insurance Bajaj Allianz ICICI Prudential Max New York Life Bharti Axa Tata AIG Aviva Life Tata AIG SBI Life Aviva Life SBI Life Met Life Insurance Met Life Aviva Life SBI Life Bharti Axa Met Life Tata AIG Bharti Axa Bharti Axa SBI Life Insurance Met Life Insurance Met Life Insurance Aviva Life Insurance HDFC Standard Met Life Insurance ING Vysya Life ING Vysya Life Insurance Bajaj Allianz HDFC Standard Tata AIG HDFC Standard ING Vysya Life Max New York Life Tata AIG
89 Table 40: Image impact Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy Max New York Life Insurance Bharti Axa Bajaj Allianz LIC Jeevan Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance ICICI Prudential Max New York Life Insurance Bharti Axa ICICI Prudential ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance Bajaj Allianz ICICI Prudential Met Life Insurance Aviva Life Insurance LIC Jeevan Tarang Policy Max New York Life Insurance ICICI Prudential HDFC Standard Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy SBI Life Insurance HDFC Standard Life Tata AIG Max New York Life Insurance Bajaj Allianz Bharti Axa HDFC Standard Life Max New York Life Insurance Max New York Life Insurance Aviva Life Insurance HDFC Standard Life Aviva Life Insurance Bharti Axa Aviva Life Insurance Bajaj Allianz HDFC Standard Life Bharti Axa Max New York Life Insurance SBI Life Insurance Bajaj Allianz SBI Life Insurance Tata AIG Met Life Insurance ICICI Prudential HDFC Standard Life SBI Life Insurance Bajaj Allianz - Max New York Life Insurance SBI Life Insurance Aviva Life Insurance Aviva Life Insurance Tata AIG ING Vysya Life Insurance ICICI Prudential - ING Vysya Life Insurance Met Life Insurance - ING Vysya Life Insurance ING Vysya Life Insurance Bharti Axa Met Life Insurance - Met Life Insurance HDFC Standard Life - SBI Life Insurance Bajaj Allianz Met Life Insurance ING Vysya Life Insurance - Tata AIG ING Vysya Life Insurance - Tata AIG Met Life Insurance Tata AIG Bharti Axa -
90 Table 41: Image impact Sec-A SEC-B SEC-C SEC-D SEC-E Two Four wheeler Don't own LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ING Vysya Life Insurance ICICI Prudentia Aviva Life Insurance Bharti Axa SBI Life Insurance ICICI Prudential Aviva Life Insurance Bajaj Allianz ICICI Prudential LIC Jeevan Tarang HDFC Standard Life LIC Jeevan Tarang Policy ICICI Prudential Max New York Life Insurance Bajaj Allianz Bharti Axa Aviva Life Insurance Aviva Life Insurance LIC Jeevan Tarang Policy Max New York Life Insurance HDFC Standard Life Bajaj Allianz Bharti Axa Met Life Insurance Max New York Life Insurance SBI Life Insurance Max New York Life Insurance Bajaj Allianz Max New York Life Insurance HDFC Standard Life SBI Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy HDFC Standard SBI Life Insurance Met Life Insurance Aviva Life Insurance Aviva Life Insurance HDFC Standard Life Tata AIG Bajaj Allianz Bajaj Allianz ICICI Prudential ICICI Prudential Bharti Axa Bharti Axa Tata AIG SBI Life Bharti Axa ING Vysya Bajaj Allianz Aviva Life Bajaj Allianz ING Vysya Life Insurance Max New York Life Insurance HDFC Standard Life Met Life Insurance Bharti Axa Tata AIG Tata AIG ING Vysya Life Insurance SBI Life Insurance ICICI Prudential Aviva Life Insurance Tata AIG Max New York Life ING Vysya Life Insurance SBI Life Insurance Met Life Insurance Tata AIG Met Life Insurance Max New York Life Insurance HDFC Standard Life Tata AIG Bharti Axa ING Vysya Life Insurance Tata AIG Met Life Insurance ING Vysya Life Insurance - - Met Life Insurance Met Life Insurance HDFC Standard Life
91 42: Image impact North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Bajaj Allianz ICICI Prudentia LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Max New York Life Insurance Bajaj Allianz LIC Jeevan Tarang Policy Bharti Axa Bharti Axa Aviva Life Insurance SBI Life Insurance Met Life Insurance Bharti Axa Bharti Axa Max New York Life Insurance ICICI Prudential SBI Life Insurance HDFC Standard Life Bajaj Allianz Aviva Life Insurance ICICI Prudential LIC Jeevan Tarang Policy Aviva Life Insurance SBI Life Insurance LIC Jeevan Tarang Bajaj Allianz LIC Jeevan Tarang Policy ING Vysya Life Insurance Tata AIG Max New York Life Insurance Bharti Axa Max New York Life Insurance HDFC Standard Max New York Life Insurance Met Life Insurance Max New York Life Insurance Bajaj Allianz SBI Life Insurance ING Vysya Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz Met Life Insurance ICICI Prudential HDFC Standard Life ING Vysya Life Insurance HDFC Standard Life Bajaj Allianz Met Life Insurance Aviva Life Insurance ICICI Prudential ING Vysya Life Insurance Bharti Axa Aviva Life Insurance Aviva Life Insurance SBI Life Insurance HDFC Standard Life Met Life Insurance Tata AIG Max New York Life Insurance SBI Life Insurance HDFC Standard Life Met Life Insurance Tata AIG Aviva Life Insurance ING Vysya Life ING Vysya Life Insurance Bharti Axa Bajaj Allianz Met Life Insurance ING Vysya Life Insurance HDFC Standard Life Tata AIG Tata AIG SBI Life Insurance Tata AIG - SBI Life Insurance Tata AIG Met Life Insurance ING Vysya Life Insurance Max New York Life Bharti Axa
92 Table 43: Brand preference Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years ICICI Prudential ICICI Prudential Bharti Axa Bajaj Allianz ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy LIC Jeevan Tarang LIC Jeevan Tarang Policy Bajaj Allianz Max New York Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance HDFC Standard Life Max New York Life Insurance Aviva Life Insurance Aviva Life Insurance Tata AIG Bajaj Allianz ICICI Prudential LIC Jeevan Tarang Policy Max New York Life Insurance Bajaj Allianz HDFC Standard HDFC Standard Life LIC Jeevan Tarang Policy ICICI Prudentialnce Aviva Life Insurance Tata AIG LIC Jeevan Tarang Policy HDFC Standard Life - Bharti Axa Max New York Life Insurance HDFC Standard Life Insurance ING Vysya Life Bajaj Allianz SBI Life Insurance ICICI Prudentia - Bajaj Allianz SBI Life Insurance Met Life Insurance Bharti Axa HDFC Standard Life Tata AIG Aviva Life Insurance - Max New York Life Insurance Aviva Life Insurance LIC Jeevan Tarang Policy Met Life Insurance SBI Life Insurance Bharti Axa ING Vysya Life - ING Vysya Life Bharti Axa - SBI Life Bharti Axa Aviva Life SBI Life - Met Life Insurance HDFC Standard Life - HDFC Standard Life Met Life Insurance Bajaj Allianz Met Life Insurance - SBI Life Insurance ING Vysya - Max New York Max New York ING Vysya Life Insurance Tata AIG - Tata AIG Met Life - Tata AIG ING Vysya Met Life Bharti Axa -
93 Table 44: Brand preference Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own LIC Jeevan Tarang Policy ICICI Prudential Aviva Life Insurance ICICI Prudential Bajaj Allianz ICICI Prudential LIC Jeevan Tarang Policy Bajaj Allianz ICICI Prudential LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Bharti Axa ICICI Prudential Aviva Life Insurance Max New York Life Insurance LIC Jeevan Tarang Policy SBI Life Insurance Bajaj Allianz Tata AIG Bajaj Allianz ING Vysya Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life Bharti Axa HDFC Standard Life Max New York Life Insurance Bharti Axa Tata AIG Bharti Axa Bajaj Allianz ICICI Prudential ICICI Prudential Bajaj Allianz Aviva Life Insurance ICICI Prudential Met Life Insurance Max New York Life Insurance HDFC Standard Life SBI Life Insurance Tata AIG Aviva Life Insurance HDFC Standard Life HDFC Standard Life SBI Life Insurance Aviva Life Insurance ING Vysya Life Insurance Aviva Life Insurance Met Life Insurance Max New York Life Insurance SBI Life Insurance Bajaj Allianz Aviva Life Insurance LIC Jeevan Tarang Policy Tata AIG Bajaj Allianz Aviva Life Insurance Bharti Axa ING Vysya Life Insurance SBI Life Insurance Max New York Life Insurance Met Life Insurance SBI Life Insurance ING Vysya Life Insurance SBI Life Insurance ING Vysya Life Insurance Bharti Axa Met Life Insurance - - Max New York Life Insurance Met Life Insurance HDFC Standard Life Met Life Met Life - - Bharti Axa Bharti Axa ING Vysya Tata AIG Tata AIG - - - Met Life Tata AIG Max New York
94 Table 45: Brand preference North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential ICICI Prudential ICICI Prudential Aviva Life Insurance SBI Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Max New York Life Insurance Bharti Axa LIC Jeevan Tarang Policy HDFC Standard HDFC Standard Life ICICI Prudential Bajaj Allianz Bajaj Allianz Bajaj Allianz LIC Jeevan Tarang Policy Tata AIG Bajaj Allianz Aviva Life Insurance Bharti Axa Max New York Life Insurance ING Vysya Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz Bajaj Allianz LIC Jeevan Tarang Bharti Axa Tata AIG Bharti Axa Bharti Axa HDFC Standard Life HDFC Standard Life ICICI Prudential ICICI Prudential ING Vysya Life Insurance Max New York Life Insurance Aviva Life Insurance Aviva Life Insurance SBI Life Insurance Aviva Life Insurance HDFC Standard Life Met Life Insurance SBI Life Insurance ING Vysya Life Insurance HDFC Standard Life SBI Life Insurance Aviva Life Insurance SBI Life Insurance Met Life Insurance Max New York Life Max New York Life Insurance Aviva Life Insurance Met Life Insurance Max New York Life Insurance Bharti Axa Met Life Insurance Max New York Life Insurance Bharti Axa Met Life Insurance HDFC Standard Life Tata AIG HDFC Standard Life ING Vysya Life Insurance Max New York Life Insurance SBI Life Insurance ING Vysya Bajaj Allianz SBI Life SBI Life Met Life Met Life ING Vysya Life Bharti Axa
95 Index: Charts Chart 1: Mediums TOM ad recall attributed to..............................18 Chart 2: Viewership of ad ......................................................21 Chart 3: Gender breakup .......................................................34 Chart 4: Age group distribution of respondents ............................35 Chart 5: City class - by population size ......................................36 Chart 6: City class - by market size...........................................37 Chart 7: Region-wise break-ups ...............................................39 Chart 8: Socio economic classification .......................................41 Chart 9: Socio economic classification .......................................42 Chart 10: Occupational breakup ..............................................43 Chart 11: Monthly family income .............................................44 Chart 12: Most expensive vehicle owned by the household...............45 Chart 13: Ownership of credit cards (individually).........................46
96 Index: Tables Table 1: Life Insurance user population representation of the study’s sample data for October-December 2007 quarter........................... 5 Table 2: Ad Momentux Index ..................................................10 Table 3: Ad Connect Quotient .................................................11 Table 4: Ad Appeal Index.......................................................12 Table 5: Ad Persuasion Index ..................................................13 Table 6: Brand Impact Index...................................................14 Table 7: Top of mind ad recall ................................................16 Table 8: Spontaneous ad recall (3 recalls) ..................................17 Table 9: Ads correctly identified with the brand...........................19 Table 10: Ad slogans correctly identified with the brand.................20 Table 11: Most liked ads........................................................22 Table 12: Ads perceived as most original....................................23 Table 13: Ads most identified with ...........................................24 Table 14: Ads most easily understood........................................25 Table 15: Ads perceived as most relevant (to current needs)............26 Table 16: Most convincing (believable) ads .................................27 Table 17: Ads differentiating the brand the most..........................28 Table 18: Ads creating most positive brand impression ...................29 Table 19: Ads enhancing brand quality perceptions the most............30 Table 20: Most emotionally connecting ads .................................31 Table 21: Ads creating brand consideration the most (building brand preferences)......................................................................32 Table 22: Top 10 cities .........................................................38 Table 23: Top 10 languages ....................................................40 Table 24: Brands currently used by respondents ..........................47
97 Index: Appendix Tables Table 1: Likeability rating of the ads.........................................49 Table 2: Audience identification rating of the ads.........................50 Table 3: Origanility rating of the ads.........................................51 Table 4: Comprehensibility rating of the ads ...............................52 Table 5: Persuasiveness/believability rating of the ads...................53 Table 6: Brand inclination rating of the ads.................................54 Table 7: Empathy rating of the ads...........................................55 Table 8: Brand differentiation rating of the ads............................56 Table 9: Message Relevance rating of the ads ..............................57 Table 10: Image impact rating of the ads ...................................58 Table 11: Brand preference creation rating of the ads....................59 Table 12: Elements liked in the ad ...........................................60 Table 13: Likeability ............................................................62 Table 14: Likeability ............................................................63 Table 15: Likeability ............................................................64 Table 16: Audience identification ............................................65 Table 17: Audience identification ............................................66 Table 18: Audience identification ............................................67 Table 19: Origanility ............................................................68 Table 20: Origanility ............................................................69 Table 21: Origanility ............................................................70 Table 22: Comprehensibility ...................................................71 Table 23: Comprehensibility ...................................................72 Table 24: Comprehensibility ...................................................73 Table 25: Persuasiveness/ believability......................................74 Table 26: Persuasiveness/ believability......................................75 Table 27: Persuasiveness/ believability......................................76 Table 28: Brand inclination ....................................................77 Table 29: Brand inclination ....................................................78 Table 30: Brand inclination ....................................................79 Table 31: Empathy created ....................................................80 Table 32: Empathy created ....................................................81 Table 33: Empathy created ....................................................82 Table 34: Brand differentiation ...............................................83 Table 35: Brand differentiation ...............................................84 Table 36: Brand differentiation ...............................................85 Table 37: Message relevance ..................................................86 Table 38: Message relevance ..................................................87 Table 39: Message relevance ..................................................88 Table 40: Image impact ........................................................89 Table 41: Image impact ........................................................90 Table 42: Image impact ........................................................91 Table 43: Brand preference....................................................92 Table 44: Brand preference....................................................93 Table 45: Brand preference....................................................94
98
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Ad Effectiveness and Performance - Life Insurance Dec 2007

  • 3. Ad Momentux Table of Content Introduction .................................................................................1 Methodology .................................................................................2 Ads Tested ...................................................................................6 Detailed Findings Ads Overall Performance ................................................................ 10 Ad Performance on the 3 Key Sub Measures.......................................... 12 Perceptual Map – Ad Effectiveness..................................................... 15 Most Recalled Ads ........................................................................ 16 Sources of Top of Mind Recall .......................................................... 18 Correct Brand Identification (with ad) ................................................ 19 Correct Slogan Identification (with ad) ............................................... 20 Ad Seen or Heard Before ................................................................ 21 Ad Performance on 11 Individual Parameters........................................ 22 Demographic Profile of Respondents .................................................. 33 Socio Economic Profile................................................................... 41 Economic Profile.......................................................................... 44 Current Usage of Brand (All Respondents)............................................ 47 Appendix Tables .......................................................................... 48 Segment Wise Tables .................................................................... 61
  • 5. Ad Momentux 1 Introduction The advertiser and the ad agency are often in sync on the objectives of an ad, but they are rarely seen to agree on its achievements. The disagreement is often about how to really measure the success of any ad. While the advertiser invariably tends to evaluate the ad from the ‘sales’ and ‘what did it do for the brand’ angle, the ad agency often latch on to the ‘recall’ and ‘popularity’ of the ad itself. Therefore, any comprehensive and widely acceptable measurement of ‘effectiveness’ of an ad would undoubtedly need to take both the angles into account. In isolation neither will make an appropriate measure of effectiveness of an ad. So what really makes an ad effective? And how does one define and measure the ‘effectiveness’ of an ad? We at JuxtConsult have managed to put together a fairly comprehensive framework for defining an ‘effective’ ad and after spending two exhaustive years in market research have also been able to put together a highly practical framework to measure it as well. Equipped with a practically workable model, we decided to measure the effectiveness of an ad at two distinct levels: At the overall ‘ad clutter’ level, among all the ads that a consumer is bombarded day-in and day-out. Because this is how the consumers receive and react to ads in real life. At the category ‘ad clutter’ level, among the ads that compete directly for consumer share in specific product/service categories. The first level effectiveness of an ad (across all kind of ads) has been captured and reported in a monitor called Ad Box OfficeTM that tracks and ranks the ads on their total ‘Ad Connect Quotient’. It represents the combined effect of the creative appeal, message connect and brand building impact of the ad. It tells you if your ad is ‘standing out’ in the daily ad clutter and ‘connecting’ with the consumers. The second level effectiveness of an ad (among competitive ads in the category) has been captured and reported in a separate monitor called Ad MomentuxTM that tracks category’s current and intended user ratings of individual ads through ‘live ad’ tests. These ratings are used in calculating the ‘Ad Momentum’ of the ad, a measure that represents the ‘audience mass’ the ad is generating is favor of the brand in the category. It tells you if your ad is generating sufficient ‘consumer mass’ in the category for the brand to compete well.
  • 6. Life Insurance 2 Methodology The JuxtConsult ad effectiveness measurement model The premise of the JuxtConsult ad effectiveness measuring model is a reasonably simple one - successful advertising is defined by its effectiveness in ‘connecting’ with the intended consumers and creating a ‘preference’ for the brand. And the real creativity of an ad is in doing so is and ‘outstanding’ and ‘relevant’ way. Accordingly, any comprehensive measure of the effectiveness of an ad must take into account its: Noticeability and memorability (recall) Appeal and likeability Relevance and persuasiveness Brand differentiation and brand preference building The JuxtConsult Ad Effectiveness Measurement Model Was the ad noticed? Was the ad understood? Did the ad appeal? Was the message relevant? Did it help build brand preference? The Measures Ad Recall Message comprehension Message believability Originality/Distinctiveness Likeability Audience Identification Message relevance Brand Differentiation Brand Inclination Brand Empathy Impact on Brand Image Brand Consideration The Ad – Consumer Interaction Points The Ad Effectiveness Criteria Noticeability Relatability Connectivity Relevance Brand preference © © Copyright JuxtConsult The JuxtConsult Ad Effectiveness Measurement Model Was the ad noticed? Was the ad understood? Did the ad appeal? Was the message relevant? Did it help build brand preference? The Measures Ad Recall Message comprehension Message believability Originality/Distinctiveness Likeability Audience Identification Message relevance Brand Differentiation Brand Inclination Brand Empathy Impact on Brand Image Brand Consideration The Ad – Consumer Interaction Points The Ad Effectiveness Criteria Noticeability Relatability Connectivity Relevance Brand preference © © Copyright JuxtConsult
  • 7. Ad Momentux 3 The Derived Measures Message Connect Brand Impact Ad Appeal How much is the ad noticed and appeals How much is the ad understood, related to and convinces How much is the ad contributing in creating brand preference Ad Appeal Index Ad Persuasion Index Brand Impact Index Ad ConnectTM Total impact created by the ad among the consumersAd Connect Quotient Ad MomentuxTM Ad Momentum Index Consumer mass generated by the ad for the brand The first level effectiveness of an ad (across all kind of ads) has been reported in Ad Box OfficeTM that tracks and ranks the ads on their total ‘Ad Connect Quotient’. The Ad Connect Quotient (adCQ) of an ad is Measuring & Rating Schema Message Connect Brand Impact Recall Likeability Originality Audience Identification Ad Appeal Ad noticed and appeals Ad is understood, relatable and convinces Ad creates brand preference Brand Differentiation Brand Inclination / Impression Image Impact Empathy Created Brand Consideration Comprehensibility Relevance Persuasiveness / Believability Consumer Connect Brand Connect Ad Connect Quotient Superhit Me-too Ad Ratings Measuring Overall Ad Impact Ad-Box-Office Ad Momentux Ad Mass, Creative Impact, Brand Impact, Ad Momentum Ad Appeal Index Ad Persuasion Index Brand Impact Index © © Copyright JuxtConsult Measuring & Rating Schema Message Connect Brand Impact Recall Likeability Originality Audience Identification Ad Appeal Ad noticed and appeals Ad is understood, relatable and convinces Ad creates brand preference Brand Differentiation Brand Inclination / Impression Image Impact Empathy Created Brand Consideration Comprehensibility Relevance Persuasiveness / Believability Consumer Connect Brand Connect Ad Connect Quotient Superhit Me-too Ad Ratings Measuring Overall Ad Impact Ad-Box-Office Ad Momentux Ad Mass, Creative Impact, Brand Impact, Ad Momentum Ad Appeal Index Ad Persuasion Index Brand Impact Index © © Copyright JuxtConsult
  • 8. Life Insurance 4 calculated based on the audience votes for the ad on all the 12 distinct parameters that go to define the effectiveness of an ad as per our model. It represents the combined effect of the creative appeal, message connect and brand building impact of the ad. The second level effectiveness of an ad (among competitive ads in the category) is reported in Ad MomentuxTM that tracks category’s current and intended user ratings of individual ads on the 12 parameters through ‘live ad’ tests. These ratings are used in calculating the ‘Ad Momentum’ of the ad, a measure that represents the ‘consumer mass’ the ad is generating is favor of the brand in the category. Survey methodology The sampling for the Ad Box Office survey has been kept at a very large 10,000 plus non-panel based urban consumers who are surveyed online. The online surveys are conducted using a leading generic portal (e- mailers) as well as Google Ad Sense (contextual search ads). The online survey is conducted using an e-questionnaire segmented into three sections. A response format of ‘clicking’ a single or multiple options among the various given options is used for most questions. For each of these questions it is also possible for a respondent to answer ‘none’ or ‘any other’. However, all recall based answers are collected ‘unprompted’ and respondents are asked to type in the ad/slogan/name of the brand in a ‘text box’ provided for the purpose. For the category level ratings of ads (Ad Momentux Report), respondents are shown the most recent ad of one of the brand tested on ‘live’ basis (whether TVC, Print Ad, etc.). Ads from a product/service category are shown to only those respondents who were current or intended users (in next 6 months) of that category. To ensure a statistically healthy representation and calculation of the ratings for each brand reported in the Ad Momentux Report, a sample quota of 120 responses per ad (brand) has been fixed. To enlist complete and sincere responses, an incentive of a significant cash prize is announced to be given to one randomly selected respondent at the end of the each monthly survey. The online questionnaire has been pre-tested and also timed to take approximately 15-20 minutes for a respondent to complete depending on the speed of comprehension and answering of the questions. The questionnaire has been structured and designed to reduce the level of ‘respondent fatigue’ to an extent that is practically possible. For Novemer 2007 Ad Momentux Life Insurance survey, over 1,177 unduplicated and clean responses were collected from the online survey campaign in about 3 weeks time. The collected data was then made representative of the urban Indian population by using appropriate 'demographic multipliers’ using highly authentic Govt. of India population statistics. The weights were derived using 5 highly lifecycle, lifestyle and market consumption relevant demographic parameters – gender, age, SEC, town class and region.
  • 9. Ad Momentux 5 The end result is that the findings possibly represents the ‘voice’ of over 107 million urban Indian current and intended users of life insurance services covering almost all SEC, age, income and town classes. The findings represent and effectively cover life insurance consumers from all relevant SEC groups, all age groups above 12 years, all income groups and all types of town classes (right down to 20,000 population size level towns). Table 1: Life Insurance user population representation of the study’s sample data for October-December 2007 quarter Demographic Attributes Ad Momentux Study Respondent Profile (Sample –1,177) JuxtConsult India Online 2007 Representation (Sample – 7,089) Male 68% 83% Gender Female 33% 17% Below 13 years Not included NA 13-18 years 6% 8% 19-24 years 25% 30% 25-35 years 39% 40% 36-45 years 21% 14% 46-55 years 8% 6% Age Distribution Above 55 years 2% 2% SEC - A 19% 30% SEC – B 32% 32% SEC - C 29% 20% SEC - D 10% 12% Socio-economic Classification SEC - E 10% 6% Up to 1 Lakh 25% 10% 1-5 Lakhs 24% 15% 5-30 Lakhs 25% 26% City Type (Population Size) Above 30 Lakhs 25% 49% North 20% 21% East 9% 12% South 30% 41% Region-wise Distribution West 40% 26%
  • 10. Life Insurance 6 Ads Tested HDFC Standard Life Bharti Axa LIC Jeevan Tarang ICICI Prudential Life
  • 11. Ad Momentux 7 ING Vyasya Life Max New York Life Bajaj Allianz SBI Life
  • 12. Life Insurance 8 Met Life Aviva Life 1 Aviva Life 2
  • 13. Ad Momentux 9 Findings - Ad Momentux Life Insurance
  • 14. Life Insurance 10 Ads Overall Performance Table 2: Ad Momentux Index Brands Relative Index Ad Momentum Share (%) LIC 100% 48% ICICI Prudential Life 46% 22% Bajaj Allianz 19% 9% Max New York Life 13% 6% HDFC Standard Life 12% 6% Aviva Life 9% 4% SBI Life 4% 2% Bharti Axa 4% 2% ING Vysya Life 1% 0.5% Met Life 0.6% 0.3% Base: 1,177
  • 15. Ad Momentux 11 Table 3: Ad Connect Quotient Brands Relative Index Bajaj Allianz 100% Aviva Life 96% ICICI Prudential Life 95% HDFC Standard Life 95% Bharti Axa 81% ING Vysya Life 74% Max New York Life 74% SBI Life 81% Met Life 74% LIC Jeevan Tarang 74% Base: 1,177
  • 16. Life Insurance 12 Ad Performance on the 3 Key Sub Measures Table 4: Ad Appeal Index Brands Ad Appeal * Relative Index HDFC Standard Life 100% Aviva Life 100% Bajaj Allianz 100% ICICI Prudential Life 87% Bharti Axa 86% SBI Life 78% ING Vysya Life 76% Max New York Life 86% LIC Jeevan Tarang 78% Met Life 76% Base: 1,177 * Measures the creative appeal of the ad, how much is the ad able to stand apart, get noticed and appeal (Ad Appeal Index = Ad Recall + Likeability + Originality + Audience Identity Connect)
  • 17. Ad Momentux 13 Table 5: Ad Persuasion Index Brands Ad Persuasion † Relative Index Bajaj Allianz 100% Aviva Life 93% HDFC Standard Life 92% Bharti Axa 91% ICICI Prudential Life 78% Max New York Life 72% ING Vysya Life 70% SBI Life 78% Met Life 72% LIC Jeevan Tarang 70% Base: 1,177 † Measures how much the ad is really understood and made ‘sense’ to the audiences as consumers and not just as viewers (Ad Persuasion Index = Ease of Comprehension + Message Relevance + Message Believability)
  • 18. Life Insurance 14 Table 6: Brand Impact Index Brands Brand Impact ‡ Relative Index Bajaj Allianz 100% Aviva Life 96% ICICI Prudential Life 95% Bharti Axa 94% HDFC Standard Life 78% ING Vysya Life 74% Max New York Life 74% SBI Life 78% Met Life 74% LIC Jeevan Tarang 74% Base: 1,177 ‡ Measures how much the ad not only differentiates the brand in the consumers minds but also how much preference does it generates for the brand in consumer’s hearts and minds (Brand Impact Index = Brand Differentiation + Inclination in favor of the Brand + Empathy Created for the Brand + Impact on Brand’s quality image perception + Stimulation of Brand Consideration)
  • 19. Ad Momentux 15 Perceptual Map – Ad Effectiveness .3.2.1-.0-.1-.2-.3 .2 .1 -.2 Attribute Brand SBI Life HDFC Standard Life 0.0 -.1 Brand Impact Ad Appeal Met Life LIC Jeevan Tarang ING Vysya ICICI Prudential Bharti Axa Aviva Message Connect Max New York LifeBajaj Allianz .3.2.1-.0-.1-.2-.3 .2 .1 -.2 Attribute Brand SBI Life HDFC Standard Life 0.0 -.1 Brand Impact Ad Appeal Met Life LIC Jeevan Tarang ING Vysya ICICI Prudential Bharti Axa Aviva Message Connect Max New York LifeBajaj Allianz
  • 20. Life Insurance 16 Most Recalled Ads Table 7: Top of mind ad recall Rank Brands TOM Ad Recall 1 LIC 50% 2 ICICI Prudential Life 17% 3 Bajaj Allianz 7% 4 Max New York Life 6% 5 HDFC Standard Life 5% 6 Aviva Life 4% 7 Tata AIG 4% 8 SBI Life 2% 9 Bharti Axa 2% 10 ING Vysya Life 0.5% 11 Met Life 0.3% 12 Others 3% Base: 1,120
  • 21. Ad Momentux 17 Table 8: Spontaneous ad recall (3 recalls) Rank Brands Spontaneous ad recall 1 LIC 70% 2 ICICI Prudential Life 41% 3 Tata AIG 21% 4 Bajaj Allianz 21% 5 HDFC Standard Life 17% 6 Aviva Life 13% 7 Max New York Life 13% 8 SBI Life 4% 9 Bharti Axa 3% 10 ING Vysya Life 3% 11 Met Life 3% 12 Others 7% Base: 1,120
  • 22. Life Insurance 18 Sources of Top of Mind Recall Chart 1: Mediums that TOM ad recall is attributed to Base: 1,120 46% 28% 26% 15% 14% 12% 8% 4% 85% 0% 20% 40% 60% 80% 100% Overall TV Newspaper Magazine Internet Radio Outdoor (Hoarding/Kiosk, etc) In-shop (Poster, Leaflet, etc) Direct mailer Dont clearly remember OND '07
  • 23. Ad Momentux 19 Correct Brand Identification (with ad) Table 9: Ads correctly identified with the brand Brands ICICI Prudential Aviva Life Bajaj Allianz Bharti Axa HDFC Standard Max New York LIC Jeevan Tarang ING Vysya SBI Life Met Life Correct Brand Identification 62% 57% 55% 54% 52% 48% 39% 35% 32% 18% Incorrect Brand Identification 33% 18% 37% 34% 42% 48% 45% 59% 45% 66% Unsure 4% 25% 8% 11% 6% 4% 16% 6% 23% 16% Base: 1,177
  • 24. Life Insurance 20 Correct Slogan Identification (with ad) Table 10: Ad slogans correctly identified with the brand Rank Brands Aviva 1 Aviva 2 Bajaj Allianz Bharti Axa HDFC Standard ICICI Prudential ING Vysya LIC Jeevan Tarang Max New York Met Life SBI Life 1 Be life confident 1% 16% 21% 54% 1% 10% 8% 9% 5% 15% 15% 2 Have you .. today? 0.6% 16% 0.1% 1% 0.1% 0.2% 0.8% 0.5% 9% 18% 0.1% 3 Jaisi zarurat waisa Insurance 37% 0.8% 55% 5% 3% 0.3% 7% 11% 0.2% 1% 3% 4 Jeete raho 0.3% 14% 0.8% 6% 0.8% 62% 7% 1% 4% 4% 6% 5 Kal Par Control 47% 9% 3% 13% 2% 3% 11% 5% 3% 9% 8% 6 Mera Farz 0.3% 0.2% 0.0% 2% 4% 0.0% 35% 0.0% 0.4% 4% 0.5% 7 Niyamit amdani aur jeevan 0.2% 0.1% 0.3% 0.0% 0.1% 0.2% 0.0% 39% 0.3% 1% 0.0% 8 Sar Utha Ke Jiyo 0.0% 6% 0.0% 2% 52% 0.7% 0.3% 6% 0.0% 23% 6% 9 With Us, You're Sure 0.2% 3% 0.1% 0.0% 1% 0.0% 0.0% 0.1% 1% 0.0% 32% 10 Your Partner For Life 1% 3% 6% 0.7% 6% 9% 17% 3% 48% 4% 2% Base: 1,177
  • 25. Ad Momentux 21 86% 52% 71% 74% 87% 71% 65% 72% 58% 47% 67% 7% 14% 12% 9% 8% 16% 21% 12% 20% 8% 4% 45% 30% 23%16%14%14% 5% 18%17% 34% 7% 0% 20% 40% 60% 80% 100% Aviva Life Aviva Life 2 Bajaj Allianz Bharti Axa HDFC Standard Life ICICI Prudential Life ING Vysya Life LIC Jeevan Tarang Max New York Life Met Life SBI Life Yes May be NoOND '07 Ad Seen or Heard Before Chart 2: Viewership recall of ad Base: 1,177
  • 26. Life Insurance 22 Ad Performance on 11 Individual Parameters Table 11: Most liked ads Rank Brands Average score 4 1 SBI Life 4.5 2 Aviva Life 1 4.4 3 HDFC Standard Life 4.3 4 LIC Jeevan Tarang 4.2 5 Bharti Axa 4.1 6 ICICI Prudential Life 4.0 7 Met Life 4.0 8 Aviva Life 2 3.8 9 ING Vysya Life 3.7 10 Max New York Life 3.7 11 Bajaj Allianz 3.3 Base: 1,177 4 Average score (rating) has been taken and calculated on a scale of 5
  • 27. Ad Momentux 23 Table 12: Ads perceived as most original Rank Brands Average Score 5 1 Aviva Life 1 4.5 2 SBI Life 4.4 3 HDFC Standard Life 4.3 4 ING Vysya Life 4.3 5 Bharti Axa 4.2 6 ICICI Prudential Life 4.1 7 LIC Jeevan Tarang 4.1 8 Aviva Life 2 4.0 9 Bajaj Allianz 4.0 10 Met Life 4.0 11 Max New York Life 3.8 Base: 1,177 5 Average score (rating) has been taken and calculated on a scale of 5
  • 28. Life Insurance 24 Table 13: Ads most identified with Rank Brands Average Score 6 1 HDFC Standard Life 4.2 2 SBI Life 4.2 3 Bajaj Allianz 4.0 4 ICICI Prudential Life 4.0 5 ING Vysya Life 4.0 6 LIC Jeevan Tarang 3.8 7 Max New York Life 3.8 8 Aviva Life 2 3.7 9 Aviva Life 1 3.6 10 Met Life 3.6 11 Bharti Axa 3.4 Base: 1,177 6 Average score (rating) has been taken and calculated on a scale of 5
  • 29. Ad Momentux 25 Table 14: Ads most easily understood Rank Brands Average Score 7 1 SBI Life 4.9 2 HDFC Standard Life 4.8 3 Aviva Life 1 4.7 4 ING Vysya Life 4.5 5 Bajaj Allianz 4.4 6 Bharti Axa 4.4 7 ICICI Prudential Life 4.4 8 LIC Jeevan Tarang 4.4 9 Max New York Life 4.4 10 Met Life 4.4 11 Aviva Life 2 4.0 Base: 1,177 7 Average score (rating) has been taken and calcul ated on a scale of 5
  • 30. Life Insurance 26 Table 15: Ads perceived as most relevant (to current needs) Rank Brands Average Score 8 1 Bajaj Allianz 4.2 2 Aviva Life 1 4.1 3 Aviva Life 2 4.1 4 HDFC Standard Life 4.0 5 LIC Jeevan Tarang 4.0 6 Bharti Axa 3.9 7 ING Vysya Life 3.9 8 Max New York Life 3.9 9 Met Life 3.9 10 ICICI Prudential Life 3.8 11 SBI Life 3.4 Base: 1,177 8 Average score (rating) has been taken and calcul ated on a scale of 5
  • 31. Ad Momentux 27 Table 16: Most convincing (believable) ads Rank Brands Average Score 9 1 HDFC Standard Life 4.8 2 SBI Life 4.7 3 Aviva Life 1 4.5 4 Bharti Axa 4.4 5 ING Vysya Life 4.4 6 Bajaj Allianz 4.3 7 Met Life 4.3 8 ICICI Prudential Life 4.2 9 LIC Jeevan Tarang 4.2 10 Aviva Life 2 4.1 11 Max New York Life 4.1 Base: 1,177 9 Average score (rating) has been taken and calcul ated on a scale of 5
  • 32. Life Insurance 28 Table 17: Ads differentiating the brand the most Rank Brands Average Score 10 1 ING Vysya Life 4.2 2 Aviva Life 1 4.1 3 HDFC Standard Life 4.1 4 Met Life 4.1 5 Bajaj Allianz 4.0 6 Bharti Axa 4.0 7 LIC Jeevan Tarang 4.0 8 Max New York Life 4.0 9 Aviva Life 2 3.9 10 ICICI Prudential Life 3.9 11 SBI Life 3.7 Base: 1,177 10 Average score (rating) has been taken and calcul ated on a scale of 5
  • 33. Ad Momentux 29 Table 18: Ads creating most positive brand impression Rank Brands Average Score 11 1 ICICI Prudential Life 4.3 2 SBI Life 4.3 3 Aviva Life 1 4.2 4 Bharti Axa 4.2 5 HDFC Standard Life 4.2 6 LIC Jeevan Tarang 4.2 7 ING Vysya Life 4.1 8 Met Life 3.9 9 Aviva Life 2 3.8 10 Max New York Life 3.8 11 Bajaj Allianz 3.7 Base: 1,177 11 Average score (rating) has been taken and calcul ated on a scale of 5
  • 34. Life Insurance 30 Table 19: Ads enhancing brand quality perceptions the most Rank Brands Average Score 12 1 HDFC Standard Life 4.4 2 SBI Life 4.4 3 Aviva Life 1 4.3 4 Bajaj Allianz 4.3 5 LIC Jeevan Tarang 4.3 6 Aviva Life 2 4.2 7 ICICI Prudential Life 4.2 8 Met Life 4.2 9 Bharti Axa 4.1 10 ING Vysya Life 4.1 11 Max New York Life 4.1 Base: 1,177 12 Average score (rating) has been taken and calcul ated on a scale of 5
  • 35. Ad Momentux 31 Table 20: Most emotionally connecting ads Rank Brands Average Score 13 1 ING Vysya Life 4.5 2 Aviva Life 1 4.3 3 HDFC Standard Life 4.2 4 SBI Life 4.2 5 Aviva Life 2 4.1 6 Bajaj Allianz 4.0 7 Bharti Axa 4.0 8 ICICI Prudential Life 4.0 9 LIC Jeevan Tarang 4.0 10 Max New York Life 3.8 11 Met Life 3.8 Base: 1,177 13 Average score (rating) has been taken and calcul ated on a scale of 5
  • 36. Life Insurance 32 Table 21: Ads creating brand consideration the most (building brand preferences) Rank Brands Average Score 14 1 Aviva Life 1 3.9 2 ICICI Prudential Life 3.9 3 ING Vysya Life 3.9 4 HDFC Standard Life 3.8 5 Bajaj Allianz 3.7 6 Met Life 3.7 7 LIC Jeevan Tarang 3.6 8 Aviva Life 2 3.4 9 Bharti Axa 3.4 10 Max New York Life 3.2 11 SBI Life 3.2 Base: 1,177 14 Average score (rating) has been taken and calcul ated on a scale of 5
  • 38. Life Insurance 34 Demographic Profile of Respondents Chart 3: Gender breakup Base: 1,177 68% 33% 0% 20% 40% 60% 80% 100% Overall Male FemaleOND '07
  • 39. Ad Momentux 35 Demographic Profile of Respondents Chart 4: Age group distribution of respondents Base: 1,177 6% 21% 8% 2% 25% 39% 0% 20% 40% Overall 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years Above 55 years OND '07
  • 40. Life Insurance 36 Chart 5: City class - by population size Base: 1,177 OND '07 25% 24% 25%25% 0% 20% 40% Overall Upto 1 Lakh 1-5 Lakhs 5-30 Lakhs Avove 30 Lakhs
  • 41. Ad Momentux 37 Chart 6: City class - by market size Base: 1,177 OND '07 27% 11% 7% 0% 10% 20% 30% 40% 50% Overall Metro Urban uptowns Emerging Towns Others
  • 42. Life Insurance 38 Table 22: Top 10 cities Rank Cities Overall 1 Mumbai 12% 2 Delhi 9% 3 Bangalore 8% 4 Chennai 5% 5 Hyderabad 4% 6 Pune 4% 7 Kolkata 3% 8 Secunderabad 2% 9 Visakhapatnam 1% 10 Lucknow 1% Base: 1,177
  • 43. Ad Momentux 39 Chart 7: Region-wise break-ups Base: 1,177 OND '07 20% 9% 40% 30% 0% 10% 20% 30% 40% 50% Overall North East South West
  • 44. Life Insurance 40 Native Language of Respondents Table 23: Top 10 languages Rank Languages Overall 1 HIndi 24% 2 Marathi 19% 3 Tamil 8% 4 Telugu 7% 5 Kannada 7% 6 Malayalam 6% 7 Gujarati 6% 8 Bengali 5% 9 Urdu 4% 10 English 3% Base: 1,177
  • 45. Ad Momentux 41 Socio Economic Profile Chart 8: Socio economic classification Base: 1,177 OND '07 19% 32% 10% 10% 29% 0% 10% 20% 30% 40% Overall SEC - A SEC - B SEC - C SEC - D SEC - E
  • 46. Life Insurance 42 Chart 9: Socio economic classification Base: 1,177 OND '07 12% 22% 19% 47% 0% 10% 20% 30% 40% 50% Overall Up to SSC/HSC College but not Graduate Graduate & above-general stream Graduate & above-professional
  • 47. Ad Momentux 43 Chart 10: Occupational breakup Base: 1,177 OND '07 21% 7% 13% 4% 14% 34% 7% 0% 10% 20% 30% 40% Overall Jr level salaried emp Sr level salaried emp Self Employed Businessmen Student Housewife Others
  • 48. Life Insurance 44 Economic Profile Chart 11: Monthly family income Base: 1,177 47% 34% 12% 7% 0% 20% 40% 60% Overall Upto Rs. 10K 10-30K 30-50K Above 50K OND '07
  • 49. Ad Momentux 45 Chart 12: Most expensive vehicle owned by the household Base: 1,177 16% 30% 7% 0% 10% 20% 30% 40% Overall 2 Wheeler 4 Wheeler Others Don't own a vehicle OND '07
  • 50. Life Insurance 46 Chart 13: Ownership of credit cards (individually) Base: 1,177 69% 31% 0% 20% 40% 60% 80% Overall Don't own a credit card Own a Credit Card OND '07
  • 51. Ad Momentux 47 Current Usage of Brand (All Respondents) Table 24: Brands currently used by respondents Rank Brands % Respondents 1 LIC 69% 2 ICICI Prudential Life 10% 3 Bajaj Allianz 8% 4 HDFC Standard Life 5% 5 Tata AIG 5% 6 Aviva Life 4% 7 Max New York Life 3% 8 SBI Life 2% 9 Met Life 0.7% 10 ING Vysya Life 0.6% 11 Bharti Axa 0.4% 12 Others 0.2% Base: 893
  • 53. 49 Table 1: Likeability rating of the ads Likeability Absolutely love the ad Like it very much Neither hate it nor like it Don't like it much Absolutely hate the ad TOP2 BOTTOM2 Aviva Life 1 58% 32% 5% 5% 0.3% 90% 5% Aviva Life 2 24% 34% 41% 1% 0.7% 57% 2% Bajaj Allianz 14% 36% 15% 34% 1% 50% 35% Bharti Axa 29% 54% 15% 2% 0.1% 83% 2% HDFC Standard Life 53% 30% 10% 7% 0.0% 83% 7% ICICI Prudential Life 38% 44% 8% 0.9% 9% 82% 10% ING Vysya Life 25% 45% 16% 2% 12% 70% 14% LIC Jeevan Tarang 43% 41% 12% 2% 3% 83% 5% Max New York Life 12% 51% 36% 2% 0.0% 63% 2% Met Life 42% 24% 27% 3% 4% 66% 7% SBI Life 61% 28% 10% 1% 0.5% 88% 2%
  • 54. 50 Table 2: Audience identification rating of the ads Audience Identification Its just made for me I somewhat relate to what is said in the ad I can't make out if the ad is meant for me or not I don't really relate to what is said in the ad It is definitely not for me TOP2 BOTTOM2 Aviva Life 1 9% 65% 13% 5% 8% 74% 13% Aviva Life 2 33% 45% 3% 2% 18% 78% 20% Bajaj Allianz 23% 63% 7% 3% 5% 86% 8% Bharti Axa 18% 45% 13% 7% 17% 63% 24% HDFC Standard Life 31% 64% 4% 0.8% 0.4% 95% 1% ICICI Prudential Life 34% 47% 13% 2% 4% 81% 7% ING Vysya Life 29% 53% 8% 8% 3% 82% 11% LIC Jeevan Tarang 23% 58% 5% 7% 7% 81% 14% Max New York Life 8% 74% 13% 4% 0.9% 82% 5% Met Life 14% 61% 5% 14% 7% 75% 20% SBI Life 44% 45% 2% 3% 6% 89% 9%
  • 55. 51 Table 3: Origanility rating of the ads Origanility It is highly original & unique It is only somewhat original & unique I can't say for sure It is a fairly usual & ordinary ad It is an utterly common & ordinary ad TOP2 BOTTOM2 Aviva Life 1 60% 28% 11% 0.5% 0.0% 89% 0.5% Aviva Life 2 43% 18% 36% 1% 2% 61% 3% Bajaj Allianz 38% 33% 25% 3% 2% 71% 4% Bharti Axa 51% 22% 26% 1% 0.1% 73% 1% HDFC Standard Life 58% 23% 15% 2% 2% 81% 4% ICICI Prudential Life 43% 32% 17% 8% 0.9% 75% 9% ING Vysya Life 62% 16% 12% 9% 0.8% 78% 10% LIC Jeevan Tarang 47% 32% 16% 0.8% 5% 78% 6% Max New York Life 35% 23% 33% 3% 7% 58% 9% Met Life 38% 33% 24% 5% 0.7% 71% 5% SBI Life 66% 15% 10% 10% 0.0% 81% 10%
  • 56. 52 Table 4: Comprehensibility rating of the ads Comprehensibility Clearly & easily understood it More or less got the idea Not too sure if I understood it correctly Don't think I understood what the ad meant It definitely & absolutely went over my head TOP2 BOTTOM2 Aviva Life 1 79% 18% 3% 0.2% 0.2% 96% 0.3% Aviva Life 2 60% 16% 1% 7% 16% 76% 23% Bajaj Allianz 53% 39% 3% 5% 0.8% 92% 6% Bharti Axa 58% 33% 0.4% 6% 2% 91% 9% HDFC Standard Life 86% 10% 2% 2% 0.8% 96% 3% ICICI Prudential Life 67% 17% 9% 7% 0.0% 84% 7% ING Vysya Life 63% 27% 9% 0.2% 1% 90% 1% LIC Jeevan Tarang 65% 18% 9% 5% 3% 83% 8% Max New York Life 62% 27% 1% 10% 0.4% 89% 10% Met Life 66% 21% 5% 3% 5% 87% 8% SBI Life 94% 4% 0.2% 0.0% 2% 98% 2%
  • 57. 53 Table 5: Persuasiveness/believability rating of the ads Persuasiveness/ Believability Absolutely convinced about the brands claimed Find it more or less believable Can't decide whether to believe or not Really don't believe whats said, can't be trusted Find it absolutely unconvincing & unbelievable TOP2 BOTTOM2 Aviva Life 1 65% 23% 11% 0.3% 0.2% 88% 0.5% Aviva Life 2 42% 25% 32% 0.7% 0.6% 67% 1% Bajaj Allianz 47% 42% 7% 0.8% 3% 89% 4% Bharti Axa 52% 34% 13% 0.6% 0.8% 86% 2% HDFC Standard Life 81% 17% 3% 0.1% 0.0% 97% 0.1% ICICI Prudential Life 52% 33% 0.2% 14% 2% 85% 15% ING Vysya Life 56% 31% 12% 0.5% 0.2% 87% 0.7% LIC Jeevan Tarang 51% 24% 19% 5% 2% 75% 7% Max New York Life 32% 49% 17% 2% 0.0% 81% 2% Met Life 51% 30% 14% 5% 0.6% 80% 5% SBI Life 74% 22% 2% 0.3% 2% 96% 2%
  • 58. 54 Table 6: Brand inclination rating of the ads Brand Inclination Fallen in love with the brand Created a soft spot for the brand Didn't create any impression/likeness towards brand Dislike the brand after seeing the ad Absolutely hate the brand now TOP2 BOTTOM2 Aviva Life 1 39% 41% 19% 0.2% 0.6% 80% 0.8% Aviva Life 2 14% 51% 35% 0.7% 0.0% 65% 0.7% Bajaj Allianz 13% 54% 28% 4% 0.7% 67% 5% Bharti Axa 28% 61% 10% 1% 0.0% 89% 1% HDFC Standard Life 27% 68% 5% 0.0% 0.1% 95% 0.1% ICICI Prudential Life 50% 37% 8% 0.0% 5% 87% 5% ING Vysya Life 27% 60% 13% 0.0% 0.5% 86% 0.5% LIC Jeevan Tarang 38% 49% 13% 0.3% 0.0% 87% 0.3% Max New York Life 13% 61% 25% 0.1% 1% 74% 1% Met Life 23% 56% 14% 3% 3% 80% 6% SBI Life 35% 61% 4% 0.0% 0.0% 96% 0.0%
  • 59. 55 Table 7: Empathy rating of the ads Empathy Created Ad really touched me very deeply & emotionally It tickled me positively It left me cold, didn't trigger any emotion I found ad fairly depressing I found the ad absolutely repulsive TOP2 BOTTOM2 Aviva Life 1 53% 27% 12% 8% 0.0% 80% 8% Aviva Life 2 37% 35% 25% 2% 1% 72% 3% Bajaj Allianz 23% 61% 11% 1% 4% 84% 6% Bharti Axa 27% 58% 7% 6% 2% 86% 8% HDFC Standard Life 43% 47% 4% 6% 0.8% 89% 7% ICICI Prudential Life 24% 63% 1% 12% 0.0% 86% 12% ING Vysya Life 59% 32% 7% 0.4% 2% 91% 2% LIC Jeevan Tarang 40% 32% 19% 8% 0.1% 73% 8% Max New York Life 19% 51% 21% 9% 0.1% 69% 10% Met Life 19% 62% 6% 9% 4% 81% 13% SBI Life 43% 40% 14% 2% 0.4% 83% 3%
  • 60. 56 Table 8: Brand differentiation rating of the ads Brand Differentiation I see the brand as highly diff. from its competition I see the brand as somewhat diff. from its competition Can't say anything with surety I hardly see the brand as diff. from its competition I don't see the brand as diff. from its competition at all TOP2 BOTTOM2 Aviva Life 1 45% 32% 13% 9% 0.4% 78% 9% Aviva Life 2 37% 21% 41% 0.5% 0.3% 58% 0.7% Bajaj Allianz 34% 45% 15% 3% 4% 79% 7% Bharti Axa 31% 41% 26% 1% 1% 72% 2% HDFC Standard Life 43% 32% 20% 3% 2% 75% 5% ICICI Prudential Life 45% 17% 24% 13% 1% 62% 14% ING Vysya Life 50% 26% 20% 0.6% 3% 77% 3% LIC Jeevan Tarang 30% 45% 22% 1% 3% 75% 4% Max New York Life 30% 41% 27% 2% 0.3% 71% 3% Met Life 44% 25% 29% 0.9% 1% 69% 2% SBI Life 42% 28% 4% 4% 21% 70% 25%
  • 61. 57 Table 9: Message Relevance rating of the ads Message Relevance Precisely reflects my current need & is highly relevant Somewhat reflects my current need & is relevant Can' say anything with surety Hardly reflects my current need & is not very relevant Doesn't reflect my current need at all & highly irrelevant TOP2 BOTTOM2 Aviva Life 1 52% 14% 29% 2% 3% 66% 5% Aviva Life 2 41% 29% 29% 0.5% 0.0% 70% 0.5% Bajaj Allianz 41% 46% 9% 3% 2% 87% 5% Bharti Axa 33% 26% 38% 3% 0.4% 59% 3% HDFC Standard Life 45% 21% 26% 3% 5% 66% 8% ICICI Prudential Life 17% 50% 31% 0.4% 2% 67% 3% ING Vysya Life 40% 25% 27% 2% 7% 65% 8% LIC Jeevan Tarang 46% 25% 16% 6% 7% 71% 13% Max New York Life 22% 52% 24% 2% 0.2% 74% 2% Met Life 38% 25% 31% 6% 0.2% 63% 7% SBI Life 30% 32% 13% 6% 21% 61% 26%
  • 62. 58 Table 10: Image impact rating of the ads Image Impact Dramatically improved the image of brand in my eyes Marginally improved the image of the brand in my eyes Didn't improve the image of the brand in my eyes at all Marginally deteriorated the image of the brand in my eyes Dramatically deteriorated the image of the brand in my eyes TOP2 BOTTOM2 Aviva Life 1 46% 36% 18% 0.3% 0.0% 82% 0.3% Aviva Life 2 43% 34% 23% 0.0% 0.0% 77% 0.0% Bajaj Allianz 38% 51% 9% 0.5% 0.7% 90% 1% Bharti Axa 44% 41% 6% 0.7% 8% 85% 9% HDFC Standard Life 48% 48% 2% 0.0% 2% 96% 2% ICICI Prudential Life 55% 27% 9% 7% 2% 82% 10% ING Vysya Life 41% 41% 10% 6% 2% 82% 8% LIC Jeevan Tarang 54% 34% 3% 7% 2% 87% 9% Max New York Life 22% 62% 15% 0.3% 0.4% 84% 0.6% Met Life 43% 39% 14% 2% 1% 82% 4% SBI Life 60% 26% 11% 0.4% 2% 86% 3%
  • 63. 59 Table 11: Brand preference creation rating of the ads Brand Preference Creation Most certainly buy this brand only Most certainly try out this brand as well May try out this brand Unlikely to try out this brand Most certainly not buy this brand at all TOP2 BOTTOM2 Aviva Life 1 51% 7% 26% 17% 0.0% 57% 17% Aviva Life 2 31% 20% 27% 7% 15% 51% 22% Bajaj Allianz 29% 16% 47% 7% 0.9% 45% 8% Bharti Axa 19% 26% 36% 12% 7% 45% 18% HDFC Standard Life 32% 16% 50% 1% 0.8% 48% 2% ICICI Prudential Life 18% 51% 31% 0.4% 0.0% 69% 0.4% ING Vysya Life 34% 29% 36% 2% 0.0% 62% 2% LIC Jeevan Tarang 27% 17% 48% 5% 3% 44% 8% Max New York Life 14% 14% 59% 3% 9% 29% 13% Met Life 25% 32% 34% 8% 0.6% 57% 9% SBI Life 19% 28% 28% 0.9% 24% 47% 25%
  • 64. 60 Table 12: Elements liked in the ad Elements Liked In The Ad Aviva Life Insurance Aviva Life 2 Insurance Bajaj Allianz Bharti Axa HDFC Standard Life Insurance ICICI Prudential Life Insurance ING Vysya Life LIC Jeevan Tarang Life Insurance Max New York Life Insurance Met Life SBI Life Message is highly relevant for me 55% 43% 36% 38% 39% 61% 34% 42% 39% 54% 37% Ad conveys the message in a very interesting way 37% 59% 27% 56% 57% 43% 53% 44% 58% 47% 71% Benefit offered by the brand is appealing 21% 29% 28% 25% 56% 24% 45% 44% 30% 60% 56% Idea is very differet, original & unique 27% 15% 55% 29% 52% 31% 60% 50% 35% 63% 72% Models/actors used are my favorites 29% 6% 2% 16% 17% 7% 19% 13% 12% 11% 20% Love background music/jingle in the ad 23% 15% 11% 20% 36% 17% 18% 21% 49% 29% 22% Ad completely involves me 18% 19% 5% 20% 25% 23% 35% 15% 18% 16% 49% Not applicable 5% 0.0% 4% 0.2% 0.7% 0.0% 0.0% 0.0% 3% 2% 10%
  • 65. 61 Segment Wise Tables - Ads with Highest Rating
  • 66. 62 Table 13: Likeability Male Female 13-18 19-24 25-35 36-45 46-55 >55 years LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Bajaj Allianz LIC Jeevan Tarang ICICI Prudential LIC Jeevan Tarang HDFC Standard ICICI Prudential Life Insurance Bajaj Allianz Max New York Life Bharti Axa ICICI Prudential LIC Jeevan Tarang Aviva Life Insurance LIC Jeevan Tarang Aviva Life Insurance Max New York Life HDFC Standard ICICI Prudential Aviva Life Insurance HDFC Standard Max New York Life ICICI Prudential HDFC Standard Life Insurance Tata AIG Met Life Insurance Max New York Life SBI Life Insurance Max New York Life SBI Life Insurance Aviva Life Insurance Bharti Axa LIC Jeevan LIC Jeevan Tarang HDFC Standard Bharti Axa Aviva Life Insurance ICICI Prudential Max New York Life SBI Life Insurance Bharti Axa Aviva Life Insurance LIC Jeevan Tarang HDFC Standard Tata AIG HDFC Standard Bajaj Allianz Max New York Life Insurance SBI Life Insurance Bajaj Allianz Aviva Life Insurance Tata AIG SBI Life Insurance Bajaj Allianz SBI Life Insurance ING Vysya Life Insurance Aviva Life Insurance - ING Vysya Life Bajaj Allianz Bharti Axa ING Vysya Life - Bajaj Allianz HDFC Standard - Met Life Insurance ING Vysya Life Bajaj Allianz Met Life Insurance - Met Life Insurance ING Vysya Life - SBI Life Insurance Max New York Life ING Vysya Life Bharti Axa - Tata AIG Met Life - Tata AIG Met Life Met Life - -
  • 67. 63 Table 14: Likeability Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential ING Vysya Life ICICI Prudential HDFC Standard Life Bharti Axa ICICI Prudential Life Insurance LIC Jeevan Tarang Aviva Life Insurance Bharti Axa Aviva Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance LIC Jeevan Tarang Policy SBI Life Insurance Max New York Life Bharti Axa Met Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz HDFC Standard Life Insurance Bajaj Allianz SBI Life Insurance LIC Jeevan Tarang Policy Max New York Life SBI Life Insurance Max New York Life ICICI Prudential Bharti Axa HDFC Standard HDFC Standard Life Bajaj Allianz Bajaj Allianz HDFC Standard Life ICICI Prudential Tata AIG Aviva Life Insurance Aviva Life Insurance Tata AIG Tata AIG Bharti Axa Bharti Axa SBI Life Insurance Max New York Life Max New York Life Insurance Bharti Axa Max New York Life SBI Life Insurance ICICI Prudential Bajaj Allianz Bajaj Allianz Met Life Insurance Bajaj Allianz SBI Life Insurance ICICI Prudential HDFC Standard Life Tata AIG ING Vysya Life ING Vysya Life Aviva Life Insurance ING Vysya Life Insurance ING Vysya Life Bajaj Allianz Max New York Life HDFC Standard Life Max New York Life Bharti Axa SBI Life Insurance Met Life Insurance Met Life Insurance ING Vysya Life Aviva Life Insurance Met Life Insurance Tata AIG Met Life Insurance ING Vysya Life Tata AIG Tata AIG Met Life Insurance - - Met Life Insurance Tata AIG HDFC Standard Life
  • 68. 64 Table 15: Likeability North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life Insurance Aviva Life Insurance Max New York Life LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Bharti Axa Bharti Axa HDFC Standard Life SBI Life Insurance ICICI Prudential Bharti Axa Bharti Axa Aviva Life Insurance SBI Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential SBI Life Insurance ING Vysya Life Max New York Life HDFC Standard Life Bajaj Allianz Bajaj Allianz ING Vysya Life Tata AIG Bajaj Allianz Bharti Axa LIC Jeevan Tarang Policy SBI Life Insurance ICICI Prudential ICICI Prudential Life Insurance Met Life Insurance Bajaj Allianz Max New York Life Bajaj Allianz Bajaj Allianz Aviva Life Insurance Max New York Life Met Life Insurance Max New York Life ING Vysya Life HDFC Standard Life Max New York Life Aviva Life Insurance Bajaj Allianz Tata AIG ING Vysya Life Insurance Bharti Axa HDFC Standard Life Aviva Life Insurance SBI Life Insurance HDFC Standard Life ING Vysya Life SBI Life Insurance Bharti Axa SBI Life Insurance Aviva Life Insurance ING Vysya Liferance Tata AIG Tata AIG Met Life Insurance Bharti Axa Max New York Life Insurance Bajaj Allianz Met Life Insurance Met Life Insurance HDFC Standard Life ING Vysya Life Max New York Life Met Life Insurance Tata AIG - SBI Life Tata AIG Met Life Met Life - ING Vysya
  • 69. 65 Table 16: Audience identification Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Bajaj Allianz Aviva Life Insurance Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance Max New York Life Max New York Life LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life Insurance Bajaj Allianz ICICI Prudential HDFC Standard Life SBI Life Insurance HDFC Standard Life Max New York Life ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy Tata AIG Max New York Life Bajaj Allianz Aviva Life Insurance LIC Jeevan Tarang Policy Met Life Insurance Max New York Life Aviva Life Insurance HDFC Standard Life Aviva Life Insurance SBI Life Insurance Bharti Axa Bajaj Allianz Max New York Life Bharti Axa Met Life Insurance SBI Life Insurance SBI Life Insurance Bharti Axa Met Life Insurance Met Life Insurance Aviva Life Insurance HDFC Standard Life SBI Life Insurance Bajaj Allianz - Max New York Life Insurance Tata AIG Aviva Life Insurance Bharti Axa Tata AIG Max New York Life Aviva Life Insurance - ING Vysya Life Insurance SBI Life Insurance - ING Vysya Life Bajaj Allianz Bharti Axa Bharti Axa - Met Life Insurance HDFC Standard Life - SBI Life Insurance ING Vysya Life ING Vysya Life ING Vysya Life - Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Met Life -
  • 70. 66 Table 17: Audience identification Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential Aviva Life Insurance Bajaj Allianz ING Vysya Life ICICI Prudential HDFC Standard Life Bharti Axa SBI Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy Aviva Life Insurance ICICI Prudential ICICI Prudential Life Insurance Max New York Life Bajaj Allianz Bharti Axa LIC Jeevan Tarang Policy HDFC Standard Life LIC Jeevan Tarang Policy Met Life Insurance HDFC Standard Life Insurance Bajaj Allianz LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Max New York Life Aviva Life Insurance Max New York Life Max New York Life Met Life Insurance HDFC Standard Life SBI Life Insurance Met Life Insurance Aviva Life Insurance SBI Life Insurance ICICI Prudential LIC Jeevan Tarang Policy Max New York Life Insurance Aviva Life Insurance ICICI Prudential Tata AIG Bajaj Allianz Bajaj Allianz SBI Life Insurance Bajaj Allianz Aviva Life Insurance Bharti Axa Bharti Axa SBI Life Insurance Bharti Axa ING Vysya Life Tata AIG Aviva Life Insurance Bharti Axa SBI Life Insurance Tata AIG HDFC Standard Life Tata AIG Max New York Life Bajaj Allianz Tata AIG Bajaj Allianz ING Vysya Life Met Life Insurance Aviva Life Insurance Met Life Insurance Bharti Axa ING Vysya Life SBI Life Insurance ING Vysya Life Insurance Tata AIG Max New York Life Max New York Life HDFC Standard Life Tata AIG Bharti Axa HDFC Standard Life Tata AIG Met Life Insurance ING Vysya Life - - Met Life Insurance Met Life Insurance ING Vysya Life
  • 71. 67 Table 18: Audience identification North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Bajaj Allianz Bharti Axa LIC Jeevan Tarang Policy HDFC Standard Life Insurance LIC Jeevan Tarang Policy ICICI Prudential Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life SBI Life Insurance Aviva Life Insurance Max New York Life LIC Jeevan Tarang Policy Max New York Life SBI Life Insurance SBI Life Insurance Aviva Life Insurance Bajaj Allianz HDFC Standard Life Bharti Axa Max New York Life ING Vysya Life Max New York Life ICICI Prudential Bajaj Allianz LIC Jeevan Tarang Policy ING Vysya Life Bajaj Allianz SBI Life Insurance Aviva Life Insurance Bharti Axa HDFC Standard Life Max New York Life ICICI Prudential Life Insurance Met Life Tata AIG Bharti Axa Bharti Axa Met Life Bajaj Allianz ICICI Prudential Max New York Life Insurance Max New York Life HDFC Standard Life Met Life Insurance Bajaj Allianz LIC Jeevan Tarang Policy Aviva Life Insurance Tata AIG Met Life Insurance Bharti Axa ING Vysya Life HDFC Standard Life Met Life Insurance HDFC Standard Life ING Vysya Life SBI Life Insurance ING Vysya Life SBI Life Aviva Life Aviva Life Tata AIG Aviva Life Met Life Met Life Bharti Axa Bajaj Allianz Met Life Insurance Tata AIG SBI Life Insurance ING Vysya Life Max New York Life ING Vysya Life Tata AIG - SBI Life Insurance ING Vysya Life HDFC Standard Life Tata AIG - Bharti Axa
  • 72. 68 Table 19: Origanility Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy ICICI Prudential Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life Aviva Life Insurance Bajaj Allianz Bharti Axa LIC Jeevan Tarang Policy Aviva Life Insurance Bajaj Allianz Aviva Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life Insurance Max New York Life ICICI Prudential Bharti Axa SBI Life Insurance LIC Jeevan Tarang Policy Max New York Life ICICI Prudential ICICI Prudential Life Insurance LIC Jeevan Tarang HDFC Standard Life HDFC Standard Life ICICI Prudential Max New York Life SBI Life Insurance Max New York Life Bajaj Allianz Tata AIG LIC Jeevan Tarang Policy Met Life Insurance Bharti Axa SBI Life Insurance Bajaj Allianz Aviva Life Insurance Bharti Axa Bharti Axa Bajaj Allianz Max New York Life HDFC Standard Life HDFC Standard Life HDFC Standard Life Bajaj Allianz SBI Life Insurance SBI Life Insurance Met Life Insurance Aviva Life Insurance Tata AIG Aviva Life Insurance ICICI Prudential Bharti Axa Max New York Life Insurance Aviva Life Insurance Aviva Life Insurance ING Vysya Life Bajaj Allianz ING Vysya Life Bharti Axa SBI Life Insurance ING Vysya Life Insurance Met Life Insurance - ICICI Prudential ING Vysya Life Bharti Axa ING Vysya Life - Met Life Insurance HDFC Standard - SBI Life Insurance Max New York Life Tata AIG Met Life Insurance - Tata AIG ING Vysya Life - Tata AIG Met Life Insurance Met Life Insurance Tata AIG -
  • 73. 69 Table 20: Origanility Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy SBI Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance Tata AIG Aviva Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life Bharti Axa ICICI Prudential Life Insurance Bajaj Allianz Bharti Axa Bajaj Allianz ING Vysya SBI Life Insurance Max New York Life Bajaj Allianz HDFC Standard Life Insurance Max New York Life Bajaj Allianz Met Life Insurance Max New York Life Aviva Life Insurance LIC Jeevan Tarang Policy ICICI Prudential Max New York Life Insurance HDFC Standard Life SBI Life Insurance SBI Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life SBI Life Insurance Met Life Insurance Aviva Life Insurance Aviva Life Insurance Tata AIG LIC Jeevan Tarang Policy Bajaj Allianz Bajaj Allianz ICICI Prudential Max New York Life Bajaj Allianz Bharti Axa HDFC Standard Life HDFC Standard Life Bharti Axa Bharti Axa Bajaj Allianz Tata AIG Bharti Axa ING Vysya Life Max New York Life Aviva Life Insurance HDFC Standard Life ING Vysya Life ING Vysya Life Aviva Life Insurance ING Vysya Life Insurance SBI Life Insurance Met Life Insurance Bharti Axa Met Life Insurance Max New York Life Bharti Axa SBI Life Insurance Met Life Insurance Met Life Insurance ICICI Prudential - Tata AIG Tata AIG Met Life Insurance ING Vysya Life Tata AIG - ING Vysya Life - - Met Life Insurance Tata AIG HDFC Standard Life
  • 74. 70 Table 21: Origanility North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Bajaj Allianz Bharti Axa LIC Jeevan Tarang Policy SBI Life Insurance Aviva Life Insurance Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Aviva Life Insurance HDFC Standard Life Insurance ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy ING Vysya Life Bharti Axa SBI Life Insurance HDFC Standard Life Bajaj Allianz HDFC Standard Bajaj Allianz Bharti Axa Aviva Life Insurance SBI Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz ICICI Prudential Life Insurance Met Life Insurance Tata AIG SBI Life Insurance Bajaj Allianz Max New York Life HDFC Standard Life Max New York Life LIC Jeevan Tarang Policy Max New York Life Bharti Axa Max New York Life Max New York Life LIC Jeevan Tarang Policy Aviva Life Insurance Tata AIG Met Life Insurance ING Vysya Life ING Vysya Life HDFC Standard Life SBI Life Insurance Met Life Insurance Bajaj Allianz ICICI Prudential Max New York Life Bharti Axa Aviva Life Aviva Life Bharti Axa Aviva Life ING Vysya SBI Life Bharti Axa SBI Life Insurance Met Life Insurance Met Life Insurance HDFC Standard Life HDFC Standard Life Met Life Insurance Met Life Insurance Tata AIG Bajaj Allianz HDFC Standard Life ING Vysya Life Met Life Insurance Tata AIG Tata AIG Bharti Axa ING Vysya Life Insurance - SBI Life Insurance Tata AIG Tata AIG ING Vysya Life Max New York Life ING Vysya Life
  • 75. 71 Table 22: Comprehensibility Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy Max New York Life Bharti Axa Bajaj Allianz LIC Jeevan Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance ICICI Prudential Max New York Life Bharti Axa ICICI Prudential ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance Bajaj Allianz ICICI Prudential HDFC Standard Life Aviva Life Insurance LIC Jeevan Tarang Policy Max New York Life ICICI Prudential HDFC Standard Life Insurance Aviva Life Insurance LIC Jeevan Tarang Policy ICICI Prudential SBI Life Insurance HDFC Standard Life Tata AIG Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life LIC Jeevan Tarang Policy Max New York Life Aviva Life Insurance HDFC Standard Life Aviva Life Insurance Bharti Axa Tata AIG Bajaj Allianz Met Life Insurance Bharti Axa Max New York Life Bajaj Allianz Bajaj Allianz SBI Life Insurance Bharti Axa Met Life Insurance Max New York Life HDFC Standard Life SBI Life Insurance SBI Life Insurance Bharti Axa Max New York Life Insurance Met Life Insurance Aviva Life Insurance Aviva Life Insurance ING Vysya Life ING Vysya Life ICICI Prudential SBI Life Insurance ING Vysya Life Insurance SBI Life Insurance - ING Vysya Life Tata AIG Bharti Axa Bharti Axa - Met Life Insurance HDFC Standard Life - SBI Life Insurance Bajaj Allianz Tata AIG ING Vysya Life - Tata AIG ING Vysya - Tata AIG Met Life Met Life Met Life -
  • 76. 72 Table 23: Comprehensibility Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential Aviva Life Insurance ICICI Prudential Aviva Life Insurance Bharti Axa ICICI Prudential Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance Bajaj Allianz ING Vysya Life LIC Jeevan Tarang Policy HDFC Standard Life LIC Jeevan Tarang Policy SBI Life Insurance Max New York Life HDFC Standard Life Met Life Insurance ICICI Prudential Aviva Life Insurance Max New York Life Max New York Life Max New York Life Insurance Bajaj Allianz Bajaj Allianz Bharti Axa Max New York Life HDFC Standard Life LIC Jeevan Tarang Policy ICICI Prudential HDFC Standard Life Insurance HDFC Standard Bharti Axa LIC Jeevan Tarang Policy Bharti Axa SBI Life Insurance ICICI Prudential Bajaj Allianz Aviva Life Aviva Life SBI Life Tata AIG Bajaj Allianz Bajaj Allianz SBI Life Met Life Bajaj Allianz Bharti Axa Tata AIG SBI Life Insurance Tata AIG ING Vysya Life Bajaj Allianz Aviva Life Insurance Bharti Axa ING Vysya Life Max New York Life HDFC Standard Life LIC Jeevan Tarang Policy Bharti Axa Met Life Insurance Tata AIG ING Vysya Life Insurance SBI Life Insurance ICICI Prudential Max New York Life Met Life Insurance Max New York Life Tata AIG ING Vysya Life Insurance Met Life Insurance Met Life Insurance Met Life Insurance Aviva Life Insurance HDFC Standard Life Tata AIG Bharti Axa SBI Life Insurance Tata AIG Tata AIG ING Vysya Life - - Met Life Insurance ING Vysya Life HDFC Standard Life
  • 77. 73 Table 24: Comprehensibility North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Bajaj Allianz Bharti Axa LIC Jeevan Tarang Policy HDFC Standard Life Insurance Aviva Life Insurance Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Aviva Life Insurance SBI Life Insurance ICICI Prudential ICICI Prudential Bharti Axa Max New York Life Insurance Bharti Axa LIC Jeevan Tarang Policy HDFC Standard Life Bajaj Allianz Met Life Insurance Bharti Axa LIC Jeevan Tarang Policy Aviva Life Insurance Max New York Life SBI Life Insurance Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life Bajaj Allianz Max New York Life ING Vysya Life SBI Life Insurance HDFC Standard Life ICICI Prudential Met Life Insurance ING Vysya Life ING Vysya Life SBI Life Insurance Bharti Axa LIC Jeevan Tarang Policy Aviva Life Insurance Max New York Life ICICI Prudential Life Insurance Max New York Life Tata AIG HDFC Standard Life Bajaj Allianz Met Life Insurance Bajaj Allianz Tata AIG Max New York Life Insurance Bharti Axa HDFC Standard Life Aviva Life Insurance Tata AIG HDFC Standard Life Met Life Insurance Met Life Insurance ING Vysya Life Insurance SBI Life Insurance Aviva Life Insurance Tata AIG SBI Life Insurance Aviva Life Insurance ING Vysya Life ING Vysya Life Bharti Axa Bajaj Allianz Met Life Insurance ING Vysya Life HDFC Standard Life ING Vysya Life Tata AIG SBI Life Insurance Tata AIG - SBI Life Insurance Met Life Insurance Met Life Insurance - Max New York Life Bharti Axa
  • 78. 74 Table 25: Persuasiveness/ believability Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance Max New York Life Max New York Life Bharti Axa ICICI Prudential Bajaj Allianz Aviva Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life Insurance Bajaj Allianz ICICI Prudential LIC Jeevan Tarang Policy Aviva Life Insurance LIC Jeevan Tarang Policy Tata AIG ICICI Prudential Bajaj Allianz LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential SBI Life Insurance HDFC Standard Life Max New York Life Max New York Life Aviva Life Insurance Aviva Life Insurance HDFC Standard Life Met Life Insurance Max New York Life Max New York Life HDFC Standard Life Aviva Life Insurance Bharti Axa Tata AIG Bajaj Allianz HDFC Standard Life Bharti Axa SBI Life Insurance Bajaj Allianz Bajaj Allianz SBI Life Insurance Bharti Axa Met Life Insurance Max New York Life HDFC Standard Life Aviva Life Insurance SBI Life Insurance SBI Life Insurance Max New York Life Insurance SBI Life Insurance - Aviva Life Insurance Tata AIG ING Vysya Life ICICI Prudential - ING Vysya Life Insurance Met Life Insurance - ING Vysya Life Bajaj Allianz Bharti Axa Bharti Axa - Met Life Insurance HDFC Standard Life - Tata AIG ING Vysya Life Tata AIG ING Vysya Life - Tata AIG ING Vysya Life - SBI Life Insurance Met Life Insurance Met Life Insurance Met Life Insurance -
  • 79. 75 Table 26: Persuasiveness/ believability Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential Aviva Life Insurance ICICI Prudential Aviva Life Insurance Bharti Axa SBI Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz Bajaj Allianz ING Vysya Life LIC Jeevan Tarang Policy HDFC Standard Life LIC Jeevan Tarang Policy ICICI Prudential Life Insurance Max New York Life Bharti Axa Met Life Insurance ICICI Prudential Aviva Life Insurance Max New York Life Max New York Life HDFC Standard Life Insurance HDFC Standard Life Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy SBI Life Insurance LIC Jeevan Tarang Policy ICICI Prudential Max New York Life Insurance Bajaj Allianz SBI Life Insurance Tata AIG Max New York Life HDFC Standard Life ICICI Prudential Bajaj Allianz Bajaj Allianz Bharti Axa HDFC Standard Life Bharti Axa Bajaj Allianz Bajaj Allianz SBI Life Insurance Met Life Insurance Bharti Axa Aviva Life Insurance Tata AIG SBI Life Insurance Bharti Axa ING Vysya Life Bajaj Allianz Tata AIG Aviva Life Insurance ING Vysya Life Max New York Life HDFC Standard Life Met Life Insurance Bharti Axa Tata AIG Aviva Life Insurance ING Vysya Life Insurance SBI Life Insurance ICICI Prudential Aviva Life Insurance Tata AIG Max New York Life Bharti Axa SBI Life Insurance Met Life Insurance Tata AIG Met Life Insurance Max New - Tata AIG ING Vysya Life HDFC Standard Life Tata AIG Met Life ING Vysya - - Met Life Met Life ING Vysya
  • 80. 76 Table 27: Persuasiveness/ believability North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Bajaj Allianz ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life Insurance Aviva Life Insurance Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa HDFC Standard Life SBI Life Insurance ICICI Prudential ICICI Prudential Bharti Axa Max New York Life Bharti Axa LIC Jeevan Tarang Policy Aviva Life Insurance LIC Jeevan Tarang Policy Met Life Insurance Bharti Axa LIC Jeevan Tarang Policy Aviva Life Insurance SBI Life Insurance SBI Life Insurance ICICI Prudential Bajaj Allianz HDFC Standard Life Bajaj Allianz Max New York Life Bharti Axa Max New York Life HDFC Standard Life Bajaj Allianz ICICI Prudential Life Insurance Max New York Life Tata AIG SBI Life Insurance ING Vysya Life LIC Jeevan Tarang Policy Bajaj Allianz Max New York Life Met Life Insurance Bharti Axa ING Vysya Life HDFC Standard Life Bajaj Allianz Met Life Insurance Aviva Life Insurance Tata AIG ING Vysya Life Insurance ING Vysya Life Aviva Life Insurance Aviva Life Insurance SBI Life Insurance HDFC Standard Life ING Vysya Life Met Life Insurance Max New York Life Insurance SBI Life Insurance HDFC Standard Life Tata AIG Tata AIG Aviva Life Insurance Met Life Insurance ING Vysya Life Bharti Axa Bajaj Allianz Met Life Insurance Met Life Insurance HDFC Standard Life Tata AIG Max New York Life SBI Life Insurance
  • 81. 77 Table 28: Brand inclination Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance Bajaj Allianz Max New York Life Bharti Axa ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life Insurance Max New York Life ICICI Prudential HDFC Standard Life Aviva Life Insurance HDFC Standard Life Aviva Life Insurance ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life LIC Jeevan Tarang Policy SBI Life Insurance Bajaj Allianz Tata AIG Max New York Life Bharti Axa Aviva Life Insurance Bajaj Allianz ICICI Prudential Bharti Axa Max New York Life Max New York Life Aviva Life Insurance SBI Life Insurance Met Life Insurance LIC Jeevan Tarang Policy Max New York Life HDFC Standard Life Met Life Insurance SBI Life Insurance Bajaj Allianz Max New York Life Insurance Bharti Axa Met Life Insurance Met Life Insurance Tata AIG SBI Life Insurance Bajaj Allianz Bharti Axa Bajaj Allianz SBI Life Insurance - Aviva Life Insurance ING Vysya Life Aviva Life Insurance HDFC Standard Life SBI Life Insurance ING Vysya Life Insurance Tata AIG - ING Vysya Life Bajaj Allianz ING Vysya Life ING Vysya Life - Met Life Insurance HDFC Standard Life - SBI Life Insurance Max New York Life Bharti Axa Met Life Insurance - Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Bharti Axa -
  • 82. 78 Table 29: Brand inclination Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential Aviva Life Insurance ICICI Prudential HDFC Standard Life Bharti Axa SBI Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life Bajaj Allianz ING Vysya Life LIC Jeevan Tarang Policy Aviva Life Insurance LIC Jeevan Tarang Policy ICICI Prudential Life Insurance Max New York Life Aviva Life Insurance Bharti Axa ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy ICICI Prudential Met Life Insurance HDFC Standard Life Bharti Axa LIC Jeevan Tarang Policy Max New York Life HDFC Standard Life Max New York Life Met Life Insurance HDFC Standard Life Insurance Bajaj Allianz SBI Life Insurance Tata AIG Bharti Axa SBI Life Insurance SBI Life Insurance Bajaj Allianz Max New York Life Insurance Aviva Life Insurance ICICI Prudential Met Life Insurance Bajaj Allianz Bajaj Allianz ICICI Prudential Max New York Life Bharti Axa Bharti Axa Max New York Life SBI Life Insurance LIC Jeevan Tarang Policy ING Vysya Life Bajaj Allianz Aviva Life Insurance Bajaj Allianz SBI Life Insurance Met Life Insurance HDFC Standard Life Met Life Insurance Bharti Axa Tata AIG Tata AIG Aviva Life Insurance ING Vysya Life Tata AIG Max New York Life HDFC Standard Life Max New York Life ING Vysya Life SBI Life Insurance ING Vysya Life Insurance Tata AIG Bajaj Allianz Aviva Life Insurance Tata AIG Tata AIG Met Life Insurance HDFC Standard Life Tata AIG Met Life Insurance ING Vysya Life - - Met Life Insurance Bharti Axa ING Vysya Life
  • 83. 79 Table 30: Brand inclination North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life Insurance ICICI Prudential Max New York Life Bharti Axa LIC Jeevan Tarang Policy Bharti Axa Bharti Axa HDFC Standard Life SBI Life Insurance Aviva Life Insurance ICICI Prudential LIC Jeevan Tarang Policy Aviva Life Insurance Max New York Life LIC Jeevan Tarang Policy Aviva Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life Bharti Axa Bajaj Allianz Bharti Axa Bajaj Allianz SBI Life Insurance ICICI Prudential Bajaj Allianz Met Life Insurance Bajaj Allianz SBI Life Insurance ING Vysya Life SBI Life Insurance HDFC Standard Life Max New York Life ICICI Prudential Life Insurance ING Vysya Life ING Vysya Life Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy Aviva Life Bajaj Allianz Met Life Insurance Bharti Axa Tata AIG HDFC Standard Life Met Life Insurance Aviva Life Insurance Bajaj Allianz Tata AIG ING Vysya Life Insurance Max New York Life HDFC Standard Life Met Life Insurance Max New York Life Met Life Insurance Met Life Insurance Met Life Insurance Max New York Life Insurance SBI Life Insurance Aviva Life Insurance Aviva Life Insurance SBI Life Insurance HDFC Standard Life ING Vysya Life SBI Life Insurance Bharti Axa Bajaj Allianz Met Life Insurance Tata AIG Tata AIG ING Vysya Life Max New York Life ING Vysya Life
  • 84. 80 Table 31: Empathy created Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Bharti Axa LIC Jeevan Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance Bajaj Allianz Max New York Life Bajaj Allianz ICICI Prudential ICICI Prudential Tata AIG LIC Jeevan Tarang Policy Bajaj Allianz Max New York Life Bajaj Allianz Met Life Insurance Aviva Life Insurance HDFC Standard Life Max New York Life ICICI Prudential Life HDFC Standard Life Insurance Aviva Life Insurance ICICI Prudential LIC Jeevan Tarang Policy SBI Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life Max New York Life Bharti Axa LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Max New York Life Bharti Axa Aviva Life Insurance Bajaj Allianz Aviva Life Insurance Aviva Life Insurance Tata AIG HDFC Standard Life HDFC Standard Life HDFC Standard Life Max New York Life SBI Life Insurance Bajaj Allianz SBI Life Insurance Bharti Axa Met Life Insurance Aviva Life Insurance Tata AIG SBI Life Insurance ICICI Prudential SBI Life Insurance Max New York Life Insurance SBI Life Insurance Aviva Life Insurance ICICI Prudential Bajaj Allianz Bharti Axa Aviva Life Insurance - ING Vysya Life Insurance Met Life Insurance - ING Vysya Life ING Vysya Life Tata AIG ING Vysya Life - Met Life Insurance HDFC Standard Life - SBI Life Insurance Max New York Life ING Vysya Life Met Life Insurance - Tata AIG ING Vysya Life - Tata AIG Met Life Insurance Met Life Insurance Bharti Axa -
  • 85. 81 Table 32: Empathy created Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential Aviva Life Insurance ICICI Prudential Aviva Life Insurance ICICI Prudential HDFC Standard Life Bharti Axa SBI Life Insurance LIC Jeevan Tarang Policy Bharti Axa Bajaj Allianz ING Vysya Life LIC Jeevan Tarang Policy Max New York Life LIC Jeevan Tarang Policy ICICI Prudential Life Insurance Max New York Life LIC Jeevan Tarang Policy Bharti Axa Bajaj Allianz Aviva Life Insurance LIC Jeevan Tarang Policy ICICI Prudential HDFC Standard Life Insurance Bajaj Allianz Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential SBI Life Insurance Aviva Life Insurance Bajaj Allianz Max New York Life Insurance HDFC Standard Life SBI Life Insurance Tata AIG Max New York Life HDFC Standard Life ICICI Prudential Met Life Insurance Bajaj Allianz Bharti Axa HDFC Standard Life Met Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz SBI Life Insurance Aviva Life Insurance Aviva Life Insurance Aviva Life Insurance Tata AIG SBI Life Insurance Bharti Axa Bharti Axa Bajaj Allianz Max New York Life Bharti Axa SBI Life Insurance Max New York Life HDFC Standard Life Met Life Insurance Max New York Life Tata AIG Tata AIG ING Vysya Life Insurance ING Vysya Life Met Life Insurance Max New York Life Tata AIG ING Vysya Life ING Vysya Life SBI Life Insurance Met Life Insurance Tata AIG ICICI Prudential Aviva Life Insurance - Tata AIG Bharti Axa ING Vysya Life Tata AIG Met Life Insurance ING Vysya Life - - Met Life Insurance Met Life Insurance HDFC Standard Life
  • 86. 82 Table 33: Empathy created North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Bajaj Allianz ICICI Prudential LIC Jeevan Tarang Policy HDFC Standard Life Insurance Aviva Life Insurance Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Aviva Life Insurance SBI Life Insurance ICICI Prudential ICICI Prudential Bharti Axa Bajaj Allianz Bharti Axa SBI Life Insurance HDFC Standard Life Bajaj Allianz Met Life Insurance Bharti Axa LIC Jeevan Tarang Policy Aviva Life Insurance Max New York Life LIC Jeevan Tarang Policy Max New York Life LIC Jeevan Tarang Policy HDFC Standard Life Bajaj Allianz SBI Life Insurance ING Vysya Life SBI Life Insurance HDFC Standard Life ICICI Prudential ICICI Prudential Life Insurance Max New York Life Tata AIG Max New York Life Bharti Axa LIC Jeevan Tarang Policy Aviva Life Insurance Bajaj Allianz Met Life Insurance ING Vysya Life ING Vysya Life HDFC Standard Life Max New York Life Met Life Insurance Bajaj Allianz Tata AIG ING Vysya Life Insurance Bharti Axa Aviva Life Insurance Aviva Life Insurance SBI Life Insurance HDFC Standard Life ING Vysya Life Met Life Insurance Max New York Life Insurance SBI Life Insurance HDFC Standard Life Tata AIG Tata AIG Aviva Life Insurance Met Life Insurance SBI Life Insurance Bharti Axa Bajaj Allianz Met Life Insurance Met Life Insurance HDFC Standard Life Tata AIG Max New York Life Bharti Axa Tata AIG - SBI Life Insurance ING Vysya Life Met Life Insurance ING Vysya Life Tata AIG ING Vysya Life
  • 87. 83 Table 34: Brand differentiation Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Bajaj Allianz Aviva Life Insurance Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance Bajaj Allianz Max New York Life LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance Max New York Life ICICI Prudential HDFC Standard Life ICICI Prudential LIC Jeevan Tarang Policy Max New York Life ICICI Prudential Bajaj Allianz Met Life Insurance HDFC Standard Life Max New York Life Bharti Axa Met Life Insurance Bajaj Allianz Max New York Life HDFC Standard Life Insurance LIC Jeevan Tarang Policy Met Life Insurance ICICI Prudential SBI Life Insurance Max New York Life SBI Life Insurance Aviva Life Insurance Bharti Axa Bharti Axa Bajaj Allianz Aviva Life Insurance Tata AIG SBI Life Insurance ICICI Prudential Bajaj Allianz Max New York Life Insurance Tata AIG LIC Jeevan Tarang Policy Met Life Insurance HDFC Standard Life Aviva Life Insurance HDFC Standard Life - ING Vysya Life Insurance SBI Life Insurance - Bharti Axa Bajaj Allianz HDFC Standard Life ING Vysya - SBI Life Insurance Aviva Life Insurance - ING Vysya Life ING Vysya Life ING Vysya Life Met Life Insurance - Met Life Insurance HDFC Standard Life - SBI Life Insurance Max New York Life Bharti Axa Bharti Axa - Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Tata AIG -
  • 88. 84 Table 35: Brand differentiation Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy Bajaj Allianz ING Vysya Life ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy SBI Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Bharti Axa ICICI Prudential Life Insurance Max New York Life Bajaj Allianz Bharti Axa Aviva Life Insurance Aviva Life Insurance Max New York Life Met Life Insurance Met Life Insurance Bajaj Allianz HDFC Standard Life Tata AIG Max New York Life Bajaj Allianz HDFC Standard Life Bajaj Allianz Max New York Life Insurance Aviva Life Insurance Bharti Axa SBI Life Insurance Bharti Axa HDFC Standard Life SBI Life Insurance ICICI Prudential HDFC Standard Life Insurance HDFC Standard Life Max New York Life HDFC Standard Life Bajaj Allianz ING Vysya Life ICICI Prudential Max New York Life Aviva Life Insurance Bharti Axa ICICI Prudential LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy SBI Life Insurance Met Life Insurance Aviva Life Insurance Bajaj Allianz ING Vysya Life Met Life Insurance Met Life Insurance Met Life Insurance Bharti Axa Bajaj Allianz Tata AIG Bharti Axa SBI Life Insurance Tata AIG Aviva Life Insurance Tata AIG Max New York Life ING Vysya SBI Life ING Vysya Life Insurance Met Life Insurance SBI Life Insurance Max New York Life - Tata AIG Bharti Axa HDFC Sta Tata AIG Tata AIG - - - Met Life Insurance Tata AIG ING Vysya Life
  • 89. 85 Table 36: Brand differentiation North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Bajaj Allianz Bharti Axa LIC Jeevan Tarang Policy SBI Life Insurance Aviva Life Insurance Max New York Life Bajaj Allianz LIC Jeevan Tarang Policy ICICI Prudential LIC Jeevan Tarang Policy Aviva Life Insurance HDFC Standard Life Insurance ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy Aviva Life Insurance Max New York Life SBI Life Insurance HDFC Standard Life Bajaj Allianz Met Life Insurance Bharti Axa Bharti Axa Bharti Axa Bharti Axa ICICI Prudential Bajaj Allianz LIC Jeevan Tarang Policy Max New York Life Bajaj Allianz Max New York Life ING Vysya Life LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential ICICI Prudential Life Insurance ING Vysya Life ING Vysya Life Met Life Insurance Bajaj Allianz Met Life Insurance Aviva Life Insurance Max New York Life Met Life Insurance HDFC Standard Life Tata AIG HDFC Standard Life Max New York Life SBI Life Insurance Bajaj Allianz Tata AIG ING Vysya Life Insurance Bharti Axa Aviva Life Insurance Aviva Life Insurance Met Life Insurance Aviva Life Insurance ING Vysya Life SBI Life Insurance Max New York Life Insurance Bajaj Allianz Met Life Insurance SBI Life Insurance SBI Life Insurance HDFC Standard Life Met Life Insurance Met Life Insurance Bharti Axa SBI Life Insurance HDFC Standard Life ING Vysya Life HDFC Standard Life ING Vysya Life Tata AIG ING Vysya Life Tata AIG - SBI Life Insurance Tata AIG Tata AIG - Max New York Life Bharti Axa
  • 90. 86 Table 37: Message relevance Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy ICICI Prudential Bharti Axa Bajaj Allianz LIC Jeevan Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance Max New York Life Max New York Life Aviva Life Insurance ICICI Prudential ICICI Prudential Max New York Life LIC Jeevan Tarang Policy Bajaj Allianz Bajaj Allianz ICICI Prudential LIC Jeevan Tarang Policy Aviva Life Insurance Aviva Life Insurance Tata AIG Max New York Life Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential Max New York Life LIC Jeevan Tarang Policy HDFC Standard Life Aviva Life Insurance Bharti Axa Aviva Life Insurance HDFC Standard Life Met Life Insurance SBI Life Insurance Max New York Life SBI Life Insurance Bajaj Allianz HDFC Standard Life Insurance SBI Life Insurance Bajaj Allianz Max New York Life Bharti Axa SBI Life Insurance Bajaj Allianz ICICI Prudential Max New York Life Insurance Bharti Axa Met Life Insurance ING Vysya Life Bajaj Allianz HDFC Standard Life ICICI Prudential SBI Life Insurance SBI Life Insurance Tata AIG - Bharti Axa HDFC Standard Life ING Vysya Life Aviva Life Insurance - ING Vysya Life Insurance Met Life Insurance - SBI Life Insurance Tata AIG Bharti Axa ING Vysya Life - Met Life Insurance ING Vysya Life - HDFC Standard Life ING Vysya Life Met Life Insurance Bharti Axa - Tata AIG HDFC Standard Life - Tata AIG Met Life Insurance - - -
  • 91. 87 Table 38: Message relevance Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own any vehicle LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Aviva Life Insurance ICICI Prudential ICICI Prudential ICICI Prudential Max New York Life LIC Jeevan Tarang Policy ICICI Prudential Life Insurance ICICI Prudential Bajaj Allianz Bajaj Allianz Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Max New York Life SBI Life Insurance Max New York Life LIC Jeevan Tarang Policy Bharti Axa ING Vysya Life Bajaj Allianz HDFC Standard Life Bajaj Allianz Max New York Life Insurance Bajaj Allianz Bharti Axa SBI Life Insurance Max New York Life Aviva Life Insurance Aviva Life Insurance ICICI Prudential HDFC Standard Life Insurance HDFC Standard Life ICICI Prudential HDFC Standard Life LIC Jeevan Tarang Policy SBI Life Insurance ICICI Prudential Bharti Axa Aviva Life Insurance Aviva Life Insurance Tata AIG LIC Jeevan Tarang Policy Bajaj Allianz ING Vysya Life SBI Life Insurance Aviva Life Insurance Bajaj Allianz Bharti Axa SBI Life Met Life Bharti Axa Bharti Axa Tata AIG Met Life Bharti Axa SBI Life Insurance Met Life Insurance Aviva Life Insurance Met Life Insurance Max New York Life Bajaj Allianz SBI Life Insurance ING Vysya Life Insurance ING Vysya Life Max New York Life Tata AIG Tata AIG HDFC Standard Life ING Vysya Life HDFC Standard Life Met Life Insurance Tata AIG HDFC Standard Life Max New York Life - Tata AIG Bharti Axa ING Vysya Life Tata AIG Met Life ING Vysya - - Met Life Met Life Tata AIG
  • 92. 88 Table 39: Message relevance North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance LIC Jeevan Tarang LIC Jeevan Tarang ICICI Prudential ICICI Prudential Bajaj Allianz ICICI Prudential LIC Jeevan Tarang SBI Life Insurance Aviva Life Insurance Max New York Life Bajaj Allianz LIC Jeevan Tarang ICICI Prudential Bharti Axa Aviva Life Insurance Bajaj Allianz ICICI Prudential ICICI Prudential LIC Jeevan Tarang Max New York Life Max New York Life LIC Jeevan Tarang Bajaj Allianz HDFC Standard Life Insurance ING Vysya Life Bharti Axa Max New York Life Bajaj Allianz Bharti Axa SBI Life Insurance Max New York Life LIC Jeevan Tarang Policy Max New York Life Bajaj Allianz Bharti Axa ING Vysya Life LIC Jeevan Tarang HDFC Standard HDFC Standard ICICI Prudential Life Insurance HDFC Standard ING Vysya Life HDFC Standard SBI Life Insurance Aviva Life Insurance Bajaj Allianz ICICI Prudential Max New York Life Bharti Axa Tata AIG Aviva Life Tata AIG SBI Life Aviva Life SBI Life Met Life Insurance Met Life Aviva Life SBI Life Bharti Axa Met Life Tata AIG Bharti Axa Bharti Axa SBI Life Insurance Met Life Insurance Met Life Insurance Aviva Life Insurance HDFC Standard Met Life Insurance ING Vysya Life ING Vysya Life Insurance Bajaj Allianz HDFC Standard Tata AIG HDFC Standard ING Vysya Life Max New York Life Tata AIG
  • 93. 89 Table 40: Image impact Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years LIC Jeevan Tarang Policy Max New York Life Insurance Bharti Axa Bajaj Allianz LIC Jeevan Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Life Insurance ICICI Prudential Max New York Life Insurance Bharti Axa ICICI Prudential ICICI Prudential Aviva Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance Bajaj Allianz ICICI Prudential Met Life Insurance Aviva Life Insurance LIC Jeevan Tarang Policy Max New York Life Insurance ICICI Prudential HDFC Standard Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy SBI Life Insurance HDFC Standard Life Tata AIG Max New York Life Insurance Bajaj Allianz Bharti Axa HDFC Standard Life Max New York Life Insurance Max New York Life Insurance Aviva Life Insurance HDFC Standard Life Aviva Life Insurance Bharti Axa Aviva Life Insurance Bajaj Allianz HDFC Standard Life Bharti Axa Max New York Life Insurance SBI Life Insurance Bajaj Allianz SBI Life Insurance Tata AIG Met Life Insurance ICICI Prudential HDFC Standard Life SBI Life Insurance Bajaj Allianz - Max New York Life Insurance SBI Life Insurance Aviva Life Insurance Aviva Life Insurance Tata AIG ING Vysya Life Insurance ICICI Prudential - ING Vysya Life Insurance Met Life Insurance - ING Vysya Life Insurance ING Vysya Life Insurance Bharti Axa Met Life Insurance - Met Life Insurance HDFC Standard Life - SBI Life Insurance Bajaj Allianz Met Life Insurance ING Vysya Life Insurance - Tata AIG ING Vysya Life Insurance - Tata AIG Met Life Insurance Tata AIG Bharti Axa -
  • 94. 90 Table 41: Image impact Sec-A SEC-B SEC-C SEC-D SEC-E Two Four wheeler Don't own LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ING Vysya Life Insurance ICICI Prudentia Aviva Life Insurance Bharti Axa SBI Life Insurance ICICI Prudential Aviva Life Insurance Bajaj Allianz ICICI Prudential LIC Jeevan Tarang HDFC Standard Life LIC Jeevan Tarang Policy ICICI Prudential Max New York Life Insurance Bajaj Allianz Bharti Axa Aviva Life Insurance Aviva Life Insurance LIC Jeevan Tarang Policy Max New York Life Insurance HDFC Standard Life Bajaj Allianz Bharti Axa Met Life Insurance Max New York Life Insurance SBI Life Insurance Max New York Life Insurance Bajaj Allianz Max New York Life Insurance HDFC Standard Life SBI Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy HDFC Standard SBI Life Insurance Met Life Insurance Aviva Life Insurance Aviva Life Insurance HDFC Standard Life Tata AIG Bajaj Allianz Bajaj Allianz ICICI Prudential ICICI Prudential Bharti Axa Bharti Axa Tata AIG SBI Life Bharti Axa ING Vysya Bajaj Allianz Aviva Life Bajaj Allianz ING Vysya Life Insurance Max New York Life Insurance HDFC Standard Life Met Life Insurance Bharti Axa Tata AIG Tata AIG ING Vysya Life Insurance SBI Life Insurance ICICI Prudential Aviva Life Insurance Tata AIG Max New York Life ING Vysya Life Insurance SBI Life Insurance Met Life Insurance Tata AIG Met Life Insurance Max New York Life Insurance HDFC Standard Life Tata AIG Bharti Axa ING Vysya Life Insurance Tata AIG Met Life Insurance ING Vysya Life Insurance - - Met Life Insurance Met Life Insurance HDFC Standard Life
  • 95. 91 42: Image impact North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Aviva Life Insurance LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential Bajaj Allianz ICICI Prudentia LIC Jeevan Tarang Policy HDFC Standard Life ICICI Prudential Max New York Life Insurance Bajaj Allianz LIC Jeevan Tarang Policy Bharti Axa Bharti Axa Aviva Life Insurance SBI Life Insurance Met Life Insurance Bharti Axa Bharti Axa Max New York Life Insurance ICICI Prudential SBI Life Insurance HDFC Standard Life Bajaj Allianz Aviva Life Insurance ICICI Prudential LIC Jeevan Tarang Policy Aviva Life Insurance SBI Life Insurance LIC Jeevan Tarang Bajaj Allianz LIC Jeevan Tarang Policy ING Vysya Life Insurance Tata AIG Max New York Life Insurance Bharti Axa Max New York Life Insurance HDFC Standard Max New York Life Insurance Met Life Insurance Max New York Life Insurance Bajaj Allianz SBI Life Insurance ING Vysya Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz Met Life Insurance ICICI Prudential HDFC Standard Life ING Vysya Life Insurance HDFC Standard Life Bajaj Allianz Met Life Insurance Aviva Life Insurance ICICI Prudential ING Vysya Life Insurance Bharti Axa Aviva Life Insurance Aviva Life Insurance SBI Life Insurance HDFC Standard Life Met Life Insurance Tata AIG Max New York Life Insurance SBI Life Insurance HDFC Standard Life Met Life Insurance Tata AIG Aviva Life Insurance ING Vysya Life ING Vysya Life Insurance Bharti Axa Bajaj Allianz Met Life Insurance ING Vysya Life Insurance HDFC Standard Life Tata AIG Tata AIG SBI Life Insurance Tata AIG - SBI Life Insurance Tata AIG Met Life Insurance ING Vysya Life Insurance Max New York Life Bharti Axa
  • 96. 92 Table 43: Brand preference Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years ICICI Prudential ICICI Prudential Bharti Axa Bajaj Allianz ICICI Prudential ICICI Prudential LIC Jeevan Tarang Policy LIC Jeevan Tarang LIC Jeevan Tarang Policy Bajaj Allianz Max New York Life Insurance LIC Jeevan Tarang Policy Aviva Life Insurance HDFC Standard Life Max New York Life Insurance Aviva Life Insurance Aviva Life Insurance Tata AIG Bajaj Allianz ICICI Prudential LIC Jeevan Tarang Policy Max New York Life Insurance Bajaj Allianz HDFC Standard HDFC Standard Life LIC Jeevan Tarang Policy ICICI Prudentialnce Aviva Life Insurance Tata AIG LIC Jeevan Tarang Policy HDFC Standard Life - Bharti Axa Max New York Life Insurance HDFC Standard Life Insurance ING Vysya Life Bajaj Allianz SBI Life Insurance ICICI Prudentia - Bajaj Allianz SBI Life Insurance Met Life Insurance Bharti Axa HDFC Standard Life Tata AIG Aviva Life Insurance - Max New York Life Insurance Aviva Life Insurance LIC Jeevan Tarang Policy Met Life Insurance SBI Life Insurance Bharti Axa ING Vysya Life - ING Vysya Life Bharti Axa - SBI Life Bharti Axa Aviva Life SBI Life - Met Life Insurance HDFC Standard Life - HDFC Standard Life Met Life Insurance Bajaj Allianz Met Life Insurance - SBI Life Insurance ING Vysya - Max New York Max New York ING Vysya Life Insurance Tata AIG - Tata AIG Met Life - Tata AIG ING Vysya Met Life Bharti Axa -
  • 97. 93 Table 44: Brand preference Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own LIC Jeevan Tarang Policy ICICI Prudential Aviva Life Insurance ICICI Prudential Bajaj Allianz ICICI Prudential LIC Jeevan Tarang Policy Bajaj Allianz ICICI Prudential LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Bharti Axa ICICI Prudential Aviva Life Insurance Max New York Life Insurance LIC Jeevan Tarang Policy SBI Life Insurance Bajaj Allianz Tata AIG Bajaj Allianz ING Vysya Life Insurance LIC Jeevan Tarang Policy HDFC Standard Life Bharti Axa HDFC Standard Life Max New York Life Insurance Bharti Axa Tata AIG Bharti Axa Bajaj Allianz ICICI Prudential ICICI Prudential Bajaj Allianz Aviva Life Insurance ICICI Prudential Met Life Insurance Max New York Life Insurance HDFC Standard Life SBI Life Insurance Tata AIG Aviva Life Insurance HDFC Standard Life HDFC Standard Life SBI Life Insurance Aviva Life Insurance ING Vysya Life Insurance Aviva Life Insurance Met Life Insurance Max New York Life Insurance SBI Life Insurance Bajaj Allianz Aviva Life Insurance LIC Jeevan Tarang Policy Tata AIG Bajaj Allianz Aviva Life Insurance Bharti Axa ING Vysya Life Insurance SBI Life Insurance Max New York Life Insurance Met Life Insurance SBI Life Insurance ING Vysya Life Insurance SBI Life Insurance ING Vysya Life Insurance Bharti Axa Met Life Insurance - - Max New York Life Insurance Met Life Insurance HDFC Standard Life Met Life Met Life - - Bharti Axa Bharti Axa ING Vysya Tata AIG Tata AIG - - - Met Life Tata AIG Max New York
  • 98. 94 Table 45: Brand preference North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Aviva Life Insurance ICICI Prudential LIC Jeevan Tarang Policy ICICI Prudential ICICI Prudential ICICI Prudential ICICI Prudential Aviva Life Insurance SBI Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy LIC Jeevan Tarang Policy Max New York Life Insurance Bharti Axa LIC Jeevan Tarang Policy HDFC Standard HDFC Standard Life ICICI Prudential Bajaj Allianz Bajaj Allianz Bajaj Allianz LIC Jeevan Tarang Policy Tata AIG Bajaj Allianz Aviva Life Insurance Bharti Axa Max New York Life Insurance ING Vysya Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz Bajaj Allianz LIC Jeevan Tarang Bharti Axa Tata AIG Bharti Axa Bharti Axa HDFC Standard Life HDFC Standard Life ICICI Prudential ICICI Prudential ING Vysya Life Insurance Max New York Life Insurance Aviva Life Insurance Aviva Life Insurance SBI Life Insurance Aviva Life Insurance HDFC Standard Life Met Life Insurance SBI Life Insurance ING Vysya Life Insurance HDFC Standard Life SBI Life Insurance Aviva Life Insurance SBI Life Insurance Met Life Insurance Max New York Life Max New York Life Insurance Aviva Life Insurance Met Life Insurance Max New York Life Insurance Bharti Axa Met Life Insurance Max New York Life Insurance Bharti Axa Met Life Insurance HDFC Standard Life Tata AIG HDFC Standard Life ING Vysya Life Insurance Max New York Life Insurance SBI Life Insurance ING Vysya Bajaj Allianz SBI Life SBI Life Met Life Met Life ING Vysya Life Bharti Axa
  • 99. 95 Index: Charts Chart 1: Mediums TOM ad recall attributed to..............................18 Chart 2: Viewership of ad ......................................................21 Chart 3: Gender breakup .......................................................34 Chart 4: Age group distribution of respondents ............................35 Chart 5: City class - by population size ......................................36 Chart 6: City class - by market size...........................................37 Chart 7: Region-wise break-ups ...............................................39 Chart 8: Socio economic classification .......................................41 Chart 9: Socio economic classification .......................................42 Chart 10: Occupational breakup ..............................................43 Chart 11: Monthly family income .............................................44 Chart 12: Most expensive vehicle owned by the household...............45 Chart 13: Ownership of credit cards (individually).........................46
  • 100. 96 Index: Tables Table 1: Life Insurance user population representation of the study’s sample data for October-December 2007 quarter........................... 5 Table 2: Ad Momentux Index ..................................................10 Table 3: Ad Connect Quotient .................................................11 Table 4: Ad Appeal Index.......................................................12 Table 5: Ad Persuasion Index ..................................................13 Table 6: Brand Impact Index...................................................14 Table 7: Top of mind ad recall ................................................16 Table 8: Spontaneous ad recall (3 recalls) ..................................17 Table 9: Ads correctly identified with the brand...........................19 Table 10: Ad slogans correctly identified with the brand.................20 Table 11: Most liked ads........................................................22 Table 12: Ads perceived as most original....................................23 Table 13: Ads most identified with ...........................................24 Table 14: Ads most easily understood........................................25 Table 15: Ads perceived as most relevant (to current needs)............26 Table 16: Most convincing (believable) ads .................................27 Table 17: Ads differentiating the brand the most..........................28 Table 18: Ads creating most positive brand impression ...................29 Table 19: Ads enhancing brand quality perceptions the most............30 Table 20: Most emotionally connecting ads .................................31 Table 21: Ads creating brand consideration the most (building brand preferences)......................................................................32 Table 22: Top 10 cities .........................................................38 Table 23: Top 10 languages ....................................................40 Table 24: Brands currently used by respondents ..........................47
  • 101. 97 Index: Appendix Tables Table 1: Likeability rating of the ads.........................................49 Table 2: Audience identification rating of the ads.........................50 Table 3: Origanility rating of the ads.........................................51 Table 4: Comprehensibility rating of the ads ...............................52 Table 5: Persuasiveness/believability rating of the ads...................53 Table 6: Brand inclination rating of the ads.................................54 Table 7: Empathy rating of the ads...........................................55 Table 8: Brand differentiation rating of the ads............................56 Table 9: Message Relevance rating of the ads ..............................57 Table 10: Image impact rating of the ads ...................................58 Table 11: Brand preference creation rating of the ads....................59 Table 12: Elements liked in the ad ...........................................60 Table 13: Likeability ............................................................62 Table 14: Likeability ............................................................63 Table 15: Likeability ............................................................64 Table 16: Audience identification ............................................65 Table 17: Audience identification ............................................66 Table 18: Audience identification ............................................67 Table 19: Origanility ............................................................68 Table 20: Origanility ............................................................69 Table 21: Origanility ............................................................70 Table 22: Comprehensibility ...................................................71 Table 23: Comprehensibility ...................................................72 Table 24: Comprehensibility ...................................................73 Table 25: Persuasiveness/ believability......................................74 Table 26: Persuasiveness/ believability......................................75 Table 27: Persuasiveness/ believability......................................76 Table 28: Brand inclination ....................................................77 Table 29: Brand inclination ....................................................78 Table 30: Brand inclination ....................................................79 Table 31: Empathy created ....................................................80 Table 32: Empathy created ....................................................81 Table 33: Empathy created ....................................................82 Table 34: Brand differentiation ...............................................83 Table 35: Brand differentiation ...............................................84 Table 36: Brand differentiation ...............................................85 Table 37: Message relevance ..................................................86 Table 38: Message relevance ..................................................87 Table 39: Message relevance ..................................................88 Table 40: Image impact ........................................................89 Table 41: Image impact ........................................................90 Table 42: Image impact ........................................................91 Table 43: Brand preference....................................................92 Table 44: Brand preference....................................................93 Table 45: Brand preference....................................................94
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