Think big, start small

Aegon Religare Life Insurance, the three-month-old insurance company, uses under-insurance as the peg to do the unthinkable. From what appears, Rajiv Jamkhedkar likes to defy convention. In mid-August this year, Jamkhedkar announced to the press that the one-month-old Aegon Religare Life Insurance (ARLI), of which he is the CEO, targeted branch break-even in three years. The industry average, incidentally, is eight years. The period following that announcement saw a few more industry firsts from ARLI: an interactive helpdesk service for customers, some product innovations, and, most recently, a life insurance ad campaign that, believe it or not, hinges on a selling point of the product — a rarity in the life-insurance business. The brand campaign, launched in the first week of September, began with teasers on television and... [read full story]