Dabur CGU Life Insurance Company Pvt Ltd today announced that it would launch its operations in India under the brand name of Aviva Life Insurance.
Dabur CGU Life Insurance Company Pvt Ltd today announced that it would launch its operations in India under the brand name of Aviva Life Insurance.
This follows the recent announcement from CGNU plc, the parent company of CGU, that it is changing its name to Aviva plc.
CGNU was created by the merger of CGU and Norwich Union two years ago. CGNU does business in 50 countries worldwide under various different brand names.
A recent Group review, involving people from 15 countries revealed an opportunity for CGNU to create a new and powerful international financial services brand.
The assessment criteria included factors that considered whether the new name was internationally acceptable, easy to pronounce across languages, fitted with the business, was visually and aurally striking and could be protected vis-ŕ-vis trademarks and domain names.
Since, none of the group’s existing brand names were considered appropriate when tested against the above criteria, CGNU decided to set in motion an elaborate & systematic process to choose a strong brand name. A name that would be associated with life, vitality and living well, which is the brand promise. The name chosen was Aviva.
Apart from a few well-entrenched brands like Norwich Union in the UK, which will retain their name and will add the baseline ‘an Aviva Company’ to their logo unit, all other CGNU Group companies will now trade under the Aviva brand name.
“The re-branding and consolidation of the Group’s brands will benefit the Group in entry into new markets and will also mean better value for money in terms of advertising and sponsorships," said Shah Rouf, Director, Marketing & Distribution Strategy, Aviva Life Insurance. "It will also instill a greater sense of purpose, direction and belonging for the group’s 64,000 employees and 25 million policyholders around the world,” he added.
For additional information, please contact:
Suniti Ghoshal
Head - Corporate Communications
Phone: 0124(91) 6804141 extn 5406
Fax: 0124(91) 6804151
E-mail: suniti.ghoshal@dabur-cgu.com