PR for Corporate Credibility & Positioning
Banking Frontiers|July 2020
PR for Corporate Credibility & Positioning
Anjali Malhotra, Chief Customer, Marketing, Digital & IT Officer at Aviva, discusses PR strategies in the context of digitization and lockdown:

Ravi Lalwani: How has PR agency role changed in the last 12 months at Aviva?

Anjali Malhotra: PR communication has always been our top priority, and our agency partner, Avian WE, plays a key role to drive awareness, brand resonance and build trust among the customers. Over the last few months, we worked together to weave the story of our purpose in our PR strategy and adopted multiple channels to engage with our ecosystem. We closely monitor trends in the external environment and ensure insight-driven reporting, and during the recent constantly evolving situation the team has been collaborating with the product, HR and finance teams regularly to understand how the business is evolving and we have accordingly finetuned the PR strategy. This has helped us deliver our customer-centric narrative and new developments to our customers at the right time.

We have been working continually to build strong corporate credibility for our brand along with positioning Aviva as a good corporate citizen. The consolidated efforts have strengthened our thought leadership and our position as India’s most trusted private life insurance company in the last 2 years.

Can you share recent PR initiatives that Aviva has taken up?

We had launched our new brand campaign #HelloLife. Hello Aviva and the new brand purpose ‘With you today, for a better tomorrow’ in January 2020. The earlier brand purpose was ‘Defy uncertainty’. The campaign encourages people to welcome life with all its surprises, detours, challenges and reassures customers that the company stands with them. Our PR strategy was to keep the conversation positive and forward-thinking, and yet retain some seriousness associated with financial goal planning. Leveraging this route with the right media mix helped us create better brand awareness.

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July 2020