MUMBAI: Bates CHI & Partners, Delhi has bagged the creative duties of General Insurance Council, the apex body of all licensed non-life insurers in India.

Bates has won the duties following a rigorous multi-agency pitch that saw participation from the likes of JWT and Mudra.

The first campaign will create awareness for the general insurance category and will cover the verticals that fall under the purview of non-life insurance such as Health, home, rural and motor insurance.

The General Insurance Council represents the collective interests of the non-life insurance companies in India and speaks out on issues of common interest; participates in discussions related to policy formulation, and acts as an advocate for high standards of customer service in the insurance industry.

Commenting on the win, Bates CHI & Partners India Group CEO Sanjay Thapar said, “General Insurance has very little awareness & low penetration in this country. We are therefore, delighted to be working with GI Council and look forward to driving their vision.”

General Insurance Council secretary general R. Chandrasekeran said, “We are delighted to choose Bates, CHI & Partners to handle our creative duties. Their understanding of the sector & our vision coupled with the innovative theme they presented made us choose them as our partner of choice. We look forward to a continued association with them to help us achieve general insurance business growth.”

The campaign will comprise a mix of radio, print and television commercials and is expected to go live shortly.