20 THE STRATEGIST BRANDWORLD MUMBAI | FRIDAY, 22 JULY 2016 1>

M SARASWATHYMumbai, 21 July

Asmall band of digitalplayers is disrupting theIndian insurance mar-

ket. Using data-led marketingstrategies, Coverfox andPolicybazaar are engaging cus-tomers and companies in tar-geted communication cam-paignswhile carvingouta spacefor the services they offerthrough innovative,humour-ledbrand building initiatives.

Online broker Coverfoxand insurance aggregatorPolicybazaar have bothlaunched campaigns to informcustomers about insurance products,alert them about the fine-print andmake them more aware about theirrights as customers. Both have alsoused their campaigns to build up theirown brands. Anticipating the emer-gence of newer and nimbler interme-diaries in thenear future, theyareusinghumour to pitch their services andlodge themselves deeply into the cus-tomers’ psyche.

MakingitfunnyCoverfox.com recently launched 10microfilmson insurance renewal. Thecampaign created by BBH India waslaunched on YouTube and the ideawas to give a quirky twist to the regu-lar reminders sent out by insurancecompanies to customers. Making itfunny helped get the message acrossmore effectively and ensured that thecustomer would remember the nameof Coverfox.

Jaimit Doshi, chief marketing offi-cer,Coverfox.comsaid that consumersare exposed tomyriadmessages everyday, insurance isnodifferent. “Thetaskwas to ensurewe reach out in an inno-vative way that results in action,” hesaid. A similar motive spurredPolicybazaar too, to create theongoingcampaign with television comedystar, Kapil Sharma. Naveen Kukreja,

group chief marketing officer,Policybazaar.com says that they ropedin Sharma last year “to increase reachand leveragehismassappealwithsim-ple, tongue-in-cheekcommunication.”

The online players are keen toembed their brands in the insurer-insuree relationship matrix andhumour, theybelieve is thebestway todo that. “Wethoughtwhynotmake it abit fun.Thecrispfilmsareentertaining,drive themessagehomeandYouTube,because that’s where people go for funand light browsing,” saidDoshi.

ChangingrelationshipsIn the insurance sector where brandbuilding has been the domain of largeinsuranceplayersandconfinedtoprod-uct-led advertising or corporate imagebuilding, the online players are chang-ing thegame.Theyarepushingupsec-toralmarketingspends,creatinggreaterawarenessaboutproductsandservicesand raising customer expectations.“With increase in our scale, our overallmarketing budgets have correspond-ingly increased,” said Kukreja. Theintermediaries are also changing theway companies and customers engagewith each other.

Consider theexperienceofonecus-

tomer who forgot to renew his insur-ance policy. He logged on to Coverfoxbut left midway and then forgot aboutit.But thecompanydidn’t, sendinghimmessages on social media and otherpages he browsed online until herenewedhis insurance.

All insurance companies send outgeneric email reminders, butusing theweb to track down customers andremindthemuntil theyget the jobdoneismoreeffectiveaccordingtoCoverfox.The YouTube pre-roll films feature aCoverfox employee vowing to placereminders all over the internet, to helpcustomers catch their deadline. Thereminders then show up in popularvideosall throughtheweek,every timethe customer visits YouTube.

StayingontargetData analytics is playing a big role inthe way these companies are manag-ing their marketing and communica-tion campaigns. Russell Barrett,man-agingpartner andchief creativeofficerat BBH India said thatwe have all suf-fered a retargeting campaign at somepoint but these companies are beingsmart about the way they do it.

“Big Data helps companies knowwhat you’re doing and where you go.

Buthowyouusedata canbe thediffer-ence between irritation and engage-ment,” he added. The adswere 6.5 sec-onds longwhichhelped to circumventtheinfamousYouTube‘skip’buttonandhumourhelpedalleviatecustomerdis-comfort over the trackingmethods.

For Policybazaar, the objective wasto create awareness about insuranceservices; insurancestill remainsapushproduct and the companywas lookingto change that. Kukreja said thatwhenthey started, the goal was to educateconsumers on thebenefits of compari-son since the Indian consumer is priceconscious.Thefocushasnowshiftedtoa larger objective of moving from justcomparison to ‘Compare and Buy’. Headded that this year, the company hasstarted advertising mass products liketwo-wheeler insurance, a product thatsuffers from low penetration and haslow awareness primarily due to lowerpremiumsize.

With the insurance regulator look-ing to getmoreplatformsactivated forinsurance, it has become crucial forthese intermediaries to reach acrosssegments and across age-groups. Andin the months to come, their brandengagementstrategiesareonlygoingtogetmore aggressive.

WithsmartlytargetedmarketingcampaignsCoverfox,Policybazaarlooktowincustomersover

Insurance intermediariesjoin the brand game

Twocampaignsbydigital insuranceplayers areusing thehumourcard to spreadawareness andconnectwithconsumers

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ridiculous way (8)23 In winter, Netherlands show

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not with this implement ! (10)28 A little lower in the leg (4)

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22 Preferably, therefore, onehas to be a ringleader (6)

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> THE BS CROSSWORD # 2464

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(CIN 17120MH1958PLC011045)Registered Office: Pahadi Village, off the Western Express Highway, Goregaon

(East), Mumbai 400 063.Tele No. : + 91 (022) 4028 1919/ 2685 2257/58/59

Fax No. : + 91 (022) 4028 1940Email: info@nirlonltd.com, Website: www.nirlonltd.com

NOTICENirlon Limited hereby proposes to seek Members approval by way of Postal Ballotwhich includes voting through electronic means with respect to the specialresolutions as stated below:1 To authorize the Board of Directors of the Company to borrow up toRs.1,500.00 Crore from Lending Agency/ies;2 To authorize the Board of Directors of the Company to create charge(s)/mort-gage(s)/hypothecation(s) on the Company's movable and/or immovable proper-ties situate at Goregaon (East), Mumbai, both present and future, in order to cre-ate security in favour of Lending Agency/ies;3 Appointment of Mr. Rahul V. Sagar (DIN 00388980) as Executive Director ofthe Company and the proposed payment of his Managerial Remuneration for aperiod of 5 (five) years w.e.f. February 1, 2016 to January 31, 2021; and4 Ratification of the appointment of M/s. Link Intime India Pvt. Ltd., to act asthe Share Transfer Agent (STA) of the Company, and to keep the Register ofMembers, Index of Members, Annual Returns etc. at the registered office of theSTA, and to allow inspection of the same as required under the Act.Members of Nirlon Limited are hereby informed that the Company has onWednesday, July 20, 2016 completed dispatch of physical copies of the PostalBallot Notice dated July 9, 2016 along with Postal Ballot Form to the Members bypermissible mode, and has also mailed the same electronically to the Memberswho have registered their email Id's with the Company or their DepositoryParticipant.

The Company has dispatched and mailed the above mentioned documents tothose Members whose names appeared on the Register of Members/List ofBeneficial Owners as received from National Securities Depository Limited andCentral Depository Services (India) Limited as on Friday, July 15, 2016.

The Company has engaged Central Depository Services Limited ("CDSL") toprovide the e-voting facility. Members can refer to the instructions for e-voting asprovided in the Postal Ballot Notice. The Postal Ballot Notice together with thePostal Ballot Form is displayed on the Company's website 'www.nirlonltd.com'as well as on website of the Central Depository Services Limited i.e.'www.cdslindia.com'.

The Board of Directors has appointed Mr. Alwyn D'souza, of M/s. Alwyn Jay& Co., Mumbai, Company Secretary in Practice, as Scrutinizer for conducting thevoting through the Postal Ballot, including the e-voting process, in a fair andtransparent manner.

Other important Details:

(i) Commencement and closure of voting period for physical postal ballotform/electronic mode :- 9.00 a.m.(IST) Monday , July 25, 2016 and ends on5.00 p.m. ( IST) on Tuesday , August 23,2016;

(ii) Postal Ballot forms received after 5.00 p.m. (IST) , Tuesday , August 23,2016 will be treated as if a reply from such members has not been received;

(iii) Members who have not received the Postal Ballot Notice and Form may applyto the Company , or can download the same form the website of theCompany or CSDL;In case of any query/grievance connected to voting through physical postal

ballot form/electronic mode the Members may contact the undersigned at'share@nirlonltd.com' and/ or 'evoting.investors@linkintime.co.in'.The result of voting on the said resolutions will be declared on Monday,

August 29, 2016, and the same would be communicated to BSE Limited andCDSL. The result will be displayed on the Company's website at'www.nirlonltd.com'.

For Nirlon LimitedSd/-

Jasmin .K. BhavsarCompany Secretary V.P. (Legal) & Compliance Officer

Mumbai, July 21, 2016

NIRLON LIMITED

KARNATAKA SILK INDUSTRIESCORPORATION LIMITED(A Government of Karnataka Enterprise)

III & IV Floors, Public Utility Building, M.G. Road, Bengaluru - 560 001Ph. No. : 080-25586402/25586550, Fax : 080-25587020

E-mail: info@ksicsilk.com

No.: KSIC/PD/SWF/2M/02/2016-17 Date: 16.07.2016

Following e-tenders are published in Karnataka Govt. e-portalwww.eproc.karnataka.gov.in inviting tenders from eligible tenderersfor supply and installation of below mentioned items.

Tender No. Description

& date of item EMD

KSIC/PD/SWF/SLOOMS 20 Nos. each of Rs. 40,000/-

&DOBBIES/RETNDR/02/ Heavy Duty Silk2016-17 Looms and 40 Lever

Dobbies

i. Due date and time for uploading the tenders: 06.08.2016 till 3.00 P.M.ii. DateandtimeforOpeningof technicalbids: 08.08.2016from11.00A.M.iii. Place of Opening of tenders: KSIC, 3rd Floor, Public Utility

Building, M.G. Road, Bengaluru - 560 001.iv. Bidders who have not registered in e-procurement portal may do so

by registering through website: www.eproc.karnataka.gov.inE-Procurement helpdesk–080-25501216/25501227. Furtherdetails can be had from General Manager (Procurement) oncell No: 9448994014 or meeting personally at above mentionedaddress.

Sd/- Managing Director

TENDER NOTIFICATION(Two cover system through e-Procurement Portal only)

Advt.No. BSP- 101/16-17, Dt. 21/07/2016

STEEL AUTHORITY OF INDIA LIMITED

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Registered Office: Ispat Bhawan, Lodi Road, New Delhi 110 003

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Corporate Identity Number : L27109DL1973GOI006454,Website: www.sail.co.in

GLOBAL TENDER NOTICEGLOBAL TENDER NOTICEGLOBAL TENDER NOTICEGLOBAL TENDER NOTICEGLOBAL TENDER NOTICE ::::: RFQ NO. BSP/R&RM /LC FERRO CHROME /RFQ NO. BSP/R&RM /LC FERRO CHROME /RFQ NO. BSP/R&RM /LC FERRO CHROME /RFQ NO. BSP/R&RM /LC FERRO CHROME /RFQ NO. BSP/R&RM /LC FERRO CHROME /111116R026R026R026R026R0211111020002000200020002008/8/8/8/8/111110200020002000200020099999624 DA624 DA624 DA624 DA624 DATTTTTEEEEED 1D 1D 1D 1D 15.05.05.05.05.077777.20.20.20.20.20111116.6.6.6.6.

Last date of submission : On or before 1.00 PM 09.08.2016Date of opening of bids : On 10.08.2016, 11:00 A.M. onwards.

Please log on to our Website www.sailtenders.co.inwww.sailtenders.co.inwww.sailtenders.co.inwww.sailtenders.co.inwww.sailtenders.co.in for detailed specifications, tenderterms and conditions. - General Manager (MM)General Manager (MM)General Manager (MM)General Manager (MM)General Manager (MM)

Bhilai Steel Plant intends to procure 80 MT of LOW CARBON FERRO CHROMEBhilai Steel Plant intends to procure 80 MT of LOW CARBON FERRO CHROMEBhilai Steel Plant intends to procure 80 MT of LOW CARBON FERRO CHROMEBhilai Steel Plant intends to procure 80 MT of LOW CARBON FERRO CHROMEBhilai Steel Plant intends to procure 80 MT of LOW CARBON FERRO CHROMEfor its 4 months requirement as detailed in the Open Tfor its 4 months requirement as detailed in the Open Tfor its 4 months requirement as detailed in the Open Tfor its 4 months requirement as detailed in the Open Tfor its 4 months requirement as detailed in the Open Tender Render Render Render Render RFQ No. :BFQ No. :BFQ No. :BFQ No. :BFQ No. :BSSSSSP/P/P/P/P/R&RR&RR&RR&RR&RM /LM /LM /LM /LM /LC FC FC FC FC FEEEEERRRRRRRRRRO CO CO CO CO CHHHHHRRRRROOOOOMMMMME /E /E /E /E /111116R026R026R026R026R0211111020002000200020002008/8/8/8/8/111110200020002000200020099999624 DA624 DA624 DA624 DA624 DATTTTTEEEEED1D1D1D1D15.05.05.05.05.077777.20.20.20.20.20111116.6.6.6.6.