Case study · 2020 · Army Welfare Trust
Launch of Astha Life Insurance
A late entrant into Bangladeshi life insurance had to close a trust gap that paid media alone would not close. The first-year result was a substantial book of personal policies and corporate clients on the line "আস্থায় বিশ্বাস, আস্থায় জীবন".
Situation
Astha Life, for Army Welfare Trust, entered a category built almost entirely on trust. A late mark with only a television spot would have looked like every other new insurer.
Role
Azizul Hoque Shiplu led the launch communication: the trust line, the mix of OOH, social, display, branch activation and PR, and the corporate film that still sits on the portfolio reel.
Approach
The platform "আস্থায় বিশ্বাস, আস্থায় জীবন" (trust in Astha, life in Astha) ran across OOH, Facebook and YouTube, display, branch activation and PR so a branch manager and a television viewer heard the same sentence.
Result
Within the first year Astha Life secured a substantial volume of personal policies alongside numerous corporate clients — the measure that matters in this category, not only view counts.
What this teaches a similar brief
Insurance launches in Bangladesh are trust systems. Brief the branch network and the compliance line with the film. The corporate TVC is on the TVC reel and embedded above.
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