Our three-pronged strategy involveda) Capitalising on the insight that parents would like to see their children educated and well settled - and carry that vision with them.b) Projecting this vision to the parent, at a child-oriented event, KidZone, by photographing the child in a Graduation Gown at the ICICI Prudential Stall.c) Reminding the parent of their vision through a customised mailer, hand-delivered by the Advisor. It carries the child's details and photograph taken at KidZone, and a Returns Table created exclusively for that child. Therefore parents are prompted to take the final step.

The results generated were considerably above industry standards.2,400 contracts generated at exhibition.13% or 312 leads confirmed interest through telemarketing.42% or 132 leads met an advisor (against an average of 23%).24% or 32 parents bought a policy (against an average of 9%).