Direct Response
Awards
Client Aditya Birla Financial Services
Brand Retirement Solutions – Birla Sun Life
Agency DDB Mudra
Brief It took the demise of the telegram to wake people up to how one take somethings for granted. Like money. DDB MudraMax was quick to see a great opportunity in the end of the era and conceptualised the idea of “The Last Telegram” for it’s client – Birla Sun Life Insurance.
Results
 We got immense PR coverage in various publications and online forums  like Times of India, The Economic Times – Brand Equity, Indian Express, Rediffnews etc. @goodbyetelegram became a trending topic on Twitter with over 2500 tweets, with 60% re-tweets and around 1 million impressions in a week.
Solution
 The telegram retiring with a historic occasion and an emotional moment. It was an opportunity to remind people the importance of having a plan for the future. We sent them a telegram that read “The Telegram retires today. With no plans for the future. Do you have a plan for YOUR future? – Retirement solutions from Birla Sun Life Insurance.”