What is now an overcrowded industry, the Private Life Insurance sector in India only started at the turn of the century. Edelweiss Tokio Life Insurance entered this market as a very late entrant in 2011, as the 24th player. The challenge for the brand was to find the sweet spot in the cluttered environment. Taking this challenge head-on, the brand adopted the positioning of #ZindagiUnlimited. Abhishek Gupta, Chief Marketing and Customer Experience Officer, Edelweiss Tokio Life…
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‘As a brand, you have to take a stand and cannot be a fence sitter’
