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Metlife MIP – Khushiyaan har month. Guaranteed

The last few weeks have seen Monthly Income Plans become the flavour of the season. First it was the Mutual Fund industry and now MetLife – Life Insurance.

MetLife has the distinction of being the first private sector life insurer to provide guaranteed monthly income along with other regular benefits like tax incentives and bonuses with the launch of Met Monthly Income Plan (MIP).

The Tag Line for the Metlife MIP product offering is ‘Khushiyaan har month. Guaranteed ’ The emphasis of the campaign is on 2 key aspects of the product ‘Monthly ’ and ‘Guaranteed ’.

As per MetLife Managing Director Rajesh Relan ‘Given the uncertainties caused by the volatile economic conditions, the need for a product, which provides guaranteed regular income for a longer term is extremely high’.

The campaign is currently being promoted on Television, Outdoor and on the Search platform.

The TVC can viewed at http://www.metlife.co.in/Video/mmip_campaign.html

The Internet results from Search lead a micro-site put up for MIP.

The micro-site however does little to educate people about the product offering as it just has 2 lines on MIP and a few product benefits and a lead capture form.

Could they have done a better job of the micro-site? Yes, they could have had Illustrations, FAQ’s, A Calculator and the site would have made much more sense.

The outdoor advertising uses a cut out of a huge hand, handing over a cheque to people passing by and beautifully drives home the idea of a huge / regular monthly income.

The Life Insurance Industry is an industry driven by huge spends and the same is covered in a previous article on Cashcow.in titled ‘Insurers Hike Ad Spend as Markets go out of favour ’

Going by the deep pockets they come with and how closely ads are released the sector might see MIP as the next big thing to promote. We shall cover future ads on MIP here at Cashcow as and when they get released.