HNB Assurance PLC, a subsidiary of 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.
HNB Assurance PLC (HNBA) and its fully-owned subsidiary HNB General Insurance Ltd. (HNBGI) Managing Director/CEO Deepthi Lokuarachchi 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 internalise 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.”
HNBA Chief Operating Officer 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, HNBA and HNBGI Head of Marketing 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 endeavoured 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.”
HNB Assurance PLC (HNBA) is the one of the fastest growing insurance companies in Sri Lanka with a network of 59 branches. HNBA is a Life Insurance company with a rating of A (lka) by Fitch Ratings Lanka for ‘National Insurer Financial Strength Rating’ and has been recently included in the S&P SL20 Index.
Following the introduction of the segregation rules by the Insurance Regulator, HNB General Insurance Ltd. (HNBGI) was created and commenced its operations in January 2015; HNBGI continues to specialise in motor, non-motor and Takaful insurance solutions and is a fully owned subsidiary of HNB Assurance PLC.
HNBA is rated within the Top 100 brands and Top 100 companies in Sri Lanka by LMD and HNB Assurance has won international awards for Brand Excellence, Digital Marketing and HR Excellence and won many awards for its Annual Reports at award ceremonies organised by the Institute of Chartered Accountants of Sri Lanka and SAFA (South Asian Federation Accountants).