MetLife, USA, has a series of advertisements aimed at the Indian Americans. These very entertaining ads have a number of recognizable names and faces from the Indian television industry. These ads were first launched in 2006.
According to an old MetLife press release:
MetLife and IW Group, Inc. produced the spots with renowned film director Prasoon Pandey, lyricist Prasoon Joshi and score composers Ehsaan & Loy. The new commercials were filmed at the heart of Bollywood in Film City, Mumbai, India.
Both 60-second spots will air on national broadcast outlets, as well as in the following regional markets: New York/New Jersey, San Francisco/Los Angeles and Chicago. Print ads will complement the new spots.
“MetLife created the Bollywood-style commercials because we know that South Asians enjoy the genre and fare of Bollywood cinema and, at the same time, the commercials allowed us to get our message across in a entertaining and memorable way,” said Phil Salis, vice president, Individual Business Marketing, MetLife. “We have had a longstanding relationship with, and commitment to, the South Asian community. With this campaign, we wanted to distinguish our approach from the more traditional and nostalgic campaigns that we have seen all too often from other advertisers.”
Here are some statistics to that justify the advertising aimed at this niche audience:
According to the 2010 U.S. Census, the Asian Indian population in the United States grew from almost 1,678,765 in 2000 (0.6% of U.S. population) to 2,843,391 in 2010 (0.9% of U.S. population), a growth rate of 69.37%, one of the fastest growing ethnic groups in the United States. Indians are a large ethnic group of Asian Americans.
Almost 67% of all Indians have a bachelor’s or high degree (compared to 28% nationally and 44% average for all Asian American groups). Almost 40% of all Indians in the United States have a master’s, doctorate or other professional degree, which is five times the national average
According to an old MetLife press release:
MetLife and IW Group, Inc. produced the spots with renowned film director Prasoon Pandey, lyricist Prasoon Joshi and score composers Ehsaan & Loy. The new commercials were filmed at the heart of Bollywood in Film City, Mumbai, India.
Both 60-second spots will air on national broadcast outlets, as well as in the following regional markets: New York/New Jersey, San Francisco/Los Angeles and Chicago. Print ads will complement the new spots.
“MetLife created the Bollywood-style commercials because we know that South Asians enjoy the genre and fare of Bollywood cinema and, at the same time, the commercials allowed us to get our message across in a entertaining and memorable way,” said Phil Salis, vice president, Individual Business Marketing, MetLife. “We have had a longstanding relationship with, and commitment to, the South Asian community. With this campaign, we wanted to distinguish our approach from the more traditional and nostalgic campaigns that we have seen all too often from other advertisers.”
Here are some statistics to that justify the advertising aimed at this niche audience:
According to the 2010 U.S. Census, the Asian Indian population in the United States grew from almost 1,678,765 in 2000 (0.6% of U.S. population) to 2,843,391 in 2010 (0.9% of U.S. population), a growth rate of 69.37%, one of the fastest growing ethnic groups in the United States. Indians are a large ethnic group of Asian Americans.
Almost 67% of all Indians have a bachelor’s or high degree (compared to 28% nationally and 44% average for all Asian American groups). Almost 40% of all Indians in the United States have a master’s, doctorate or other professional degree, which is five times the national average
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