Edelweiss Tokio Life Insurance gets initial approval from IRDA

Mumbai: Edelweiss Tokio Life Insurance Company, a joint venture between Edelweiss Capital and Tokio Marine, today said it has received the initial R1 approval from the Insurance Regulatory & Development Authority (IRDA), reports PTI.

R1 is the first step of regulatory clearances required for carrying on the business as a life insurance company in India.

"Life insurance premiums are likely to increase from the present level of Rs2 lakh crore to about Rs10 lakh crore in the next decade. We are excited by this opportunity and are confident of bringing a differentiated offering leveraging product development capabilities, understanding of Indian consumer needs and our partners' global experience," Edelweiss Tokio Life Insurance director Deepak Mittal said in a statement.

Tokio Marine is one of the world's largest insurance groups headquartered in Japan. With over 130 years of experience in the insurance sector it has expanded its reach across geographies in life and non-life insurance sectors.

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December car sales up by 28.91%, bikes up 27.13%


New Delhi: Domestic passenger car sales jumped by 28.91% to 1,48,681 units in December 2010, compared to 1,15,337 units in the same month in 2009, reports PTI.

According to the figures released by the Society of Indian Automobile Manufacturers (SIAM), motorcycle sales in the country grew by 27.13% to 7,53,358 units last month, from 5,92,589 units in the same month previous year.

Total two-wheeler sales in December 2010 increased by 31.1% to 10,06,545 units from 7,67,789 units in the same period of previous year.

Total sales of commercial vehicles jumped by 27.3% to 61,880 units from 48,611 units in the year-ago period, SIAM said.

Total vehicle sales across categories registered a growth of 30.51% to 13,05,872 units in December 2010, as against 10,00,562 units in the same month of 2009, it added.

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Flying Machine: Right attitude, weak interpretations

The thought is pretty sexy. The concept is loaded with attitude, something the young gen will connect with. But the executions are a let down

A jean is a jean is a jean. It's denim, and unless you try really hard, you just can't screw things up while producing the world's favourite dress. And therefore, all makers of jeans resort to lifestyle advertising to build their respective brands-to carve out unique brand personalities in the consumers' minds. Our own good ol' desi brand, Flying Machine, is attempting to do exactly that in its new campaign.

And admittedly, the thought is pretty sexy: 'I am sexy when I am me'. This concept is loaded with attitude, and you immediately know the young gen will connect with it. Because kids today are constantly under pressure to be like someone else. And imperfections and deviations in today's intensely competitive world are seldom overlooked or forgiven. Parallely, the idea also indicates the 'correct body fit' of the Flying Machine jean itself, so that's great.

I eagerly watched the three commercials which are currently on air. Each features a youngster doing his/her own thing, and feeling 'sexy' about it. In one commercial, a nerd is immersed in a boring book and looks very unhappy. Suddenly, he begins to jive to a rock track. Something you don't associate with dull nerds. In another one, we get to watch a lady bartender in action as she juggles bottles. The third one features a Sardarji rock star. But his specialty isn't bhangra, it's Tamil rap… that's what gets him going.



Umm, sorry, but the executions are a let down and definitely not sexy; which is a pity, because Flying Machine is definitely flying on a power idea out here. I was hoping 'I am sexy when I am me' will end up with high impact adverts that feature youngsters doing their own thing in a surprising, evocative, envelope-pushing way. The concept is bursting with tremendous possibilities of featuring kids breaking societal expectations, smashing done-to-death trends, and thus carving out a distinct niche for the jean brand in the process. Sardarji singing in Tamil, or a nerd dancing, or a young girl juggling wine bottles are trite and weak stories. They lack punch, they lack the X factor, and therefore the concept dies a swift death. This idea deserves kick arse, high adrenalin, path-breaking interpretations.

Net result: A good opportunity lost. A great take-off for Flying Machine. And then the damned crash landing. Nothing sexy about that.

User

COMMENTS

Krishnaraj Rao

6 years ago

Beg to differ. My son and I were instantly hooked by the Sardar doing Tamil Rap. Simply loved the style statement!!! Very well executed ad, immensely watchable.

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