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HNB Assurance PLC., a subsidiary of the Hatton National Bank recently launched a new integrated media campaign for its corporate brand. Titled “Strengthening Every Step of Your Life”, this campaign has been developed with the intention of creating an inspirational attachment towards the brand whilst bolstering its visibility and top of mind recall.
Deepthi Lokuarachchi, Managing Director/CEO of HNB Assurance PLC (HNBA) and its fully owned subsidiary HNB General Insurance Limited (HNBGI) sharing his thoughts on this campaign stated “as an organisation we operate in very interesting times with great prospects for growth and an ever evolving psychosocial backdrop spurred by regional and global political and economic agendas. Our growth over the years has been consistent and more importantly sustainable. Going forward, we have come to understand that as products become more generic, we need a clear differentiator, we want to inspire people to deal with us and seek our custom. In order to do this the Management Team took time off to internalize Simon Sinek's Golden Circle Model in order to crack that 'Why' part that eludes many. Through this exercise we have come to understand that; we do what we do so that we could 'Strengthen Every Step of Your Life'. To us that's our 'Why'. This brand campaign has been developed to communicate our purpose which I think we have achieved”.
Chief Operating Officer of HNBA Prasantha Fernando speaking on the launch of the campaign said “this campaign will no doubt be of immense assistance to our field force in their process of acquiring new insurance policies especially in terms of the heightened competition that is prevalent in the market and is the grand finale of a process that we undertook to make HNB Assurance the most vibrant entity in the Life Insurance market in Sri Lanka”.
Speaking on the strategic thought of the brand campaign, Head of Marketing of HNBA and HNBGI Dinesh Yogaratnam stated, “Created on the insights of those special moments we dearly cherish in life, this brand campaign reflects on the value-led philosophy of the brand. The creative approach towards the campaign reflects on four key visuals which vividly depicts the emotions we feel at those special moments in life and those blessed moments we spend with our loved ones. Taking a cue from the sun, which is an integral part of the Company's logo, being above everything else, we have endeavored to position ourselves as having won trust above all, whilst this campaign is run on traditional media, digital too will play a key role in getting more focused messaging to selected segments”.
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