press release

October 6, 2020

IndiaFirst Life becomes the First Brand to Use Face Recognition Technology to Engage Users with New Stories Format on World Smile Day

Engaging users creatively with its newly launched offering, mCanvas has brought the ‘Stories’ experience to mobile web, apps and OEMs

mCanvas, the experiential storytelling ad platform for small screens has created a tech-enabled mobile ad for IndiaFirst Life Insurance Company Limited (IndiaFirst Life), on the occasion of World Smile Day. Using the new Stories ad format, the campaign is leveraging real-time face recognition technology to engage users creatively.

On the occasion of World Smile Day, IndiaFirst Life, one of the leading insurance companies in India, wanted to empower users to protect their smiles i.e., their happiness and peace of mind that is certain when a life insurance policy is purchased, with an ad that would create a lasting impression. In line with the brand’s objective, it was important for mCanvas to deliver an interactive ad that would establish a strong connection between the user’s metaphorical and literal smile, and IndiaFirst Life’s e-term plan, which enables the certainty of those smiles. Prompting users to smile while engaging with the ad, was the perfect solution to communicate the brand’s message effectively.

Browsing through a publisher’s mobile webpage, users who choose to watch stories on the page first see organic content, which is followed by a sponsored story ad that seamlessly appears while swiping through the experience. These ads are a full-screen visual experience designed to captivate today’s digital natives and will feature eye-catching text, photos, animations, gifs, and videos encouraging users to engage with the brands narrative.

On engaging with the ad, it opens to the copy ‘When it comes to living a full life, protecting your happiness is essential!’, along with a ‘Find Out How!’ button, that activates the user’s front camera. On granting permission, the user can see himself on the screen with the copy ‘That’s why we’d like to give you a reason to smile!’. Prompting them to focus on the screen and smile, the ad then scans the user’s face. On detecting a smile, a smiley appears on the screen; this was enabled using real-time face recognition technology. The ad then transitions to the closing screen, displaying the brand’s message ‘Iss Smile ko protect karna toh certain hai’, key visuals and an auto-carousel of the term policy details. The CTA ‘Know More’, directs users to the brand’s landing page for information on insurance policies.


Sonia Notani, Chief Marketing Officer, IndiaFirst Life Insurance Company Limited said, “Stepping away from the relatively traditional ways of promoting insurance policies, IndiaFirst Life has always leveraged innovative solutions powered by technology to build its message of ‘Because Life Is Full of Certainties’. Using ‘World Smile Day’ to further strengthen our brand proposition, we have partnered with mCanvas to bring this innovative ad on mobile to engage with our target audience. We are excited to explore mCanvas’ newest ad format – Stories. Making it work is a Certainty!”

“With stories, the possibility of creating unique ad experiences for mobile has increased multifold, transforming how users interact with brands. The scope for the native format is exponentially vast, bringing a multiplicity of opportunities for brands to promote their products and services with our best in-class technology and award-winning creative solutions,” said Mohit Chablani, Sales Head – East & South, mCanvas.

Indrani Khanvilkar, Director - National Sales, mCanvas concluded, “Continuing our effort to deliver non-intrusive and intuitive campaigns on mobile, our native Stories experience puts a creative spin on how users interact with ads. We are glad to see that this ad format has worked well for IndiaFirst Life and enriched the overall brand experience."


About mCanvas:

mCanvas is an experiential storytelling platform that helps brands emotionally connect with their audiences on small screens. Our mobile ads and content marketing solutions make experiences interactive and memorable by etching phone sensors and device features into the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools, and providing a marketplace (of 100+ publishers like The Times of India, The Indian Express, Entrepreneur India, CarDekho, ScoopWhoop) to run these experiences at scale. To see our award-winning work and learn more, visit: www.mCanvas.com

About IndiaFirst Life Insurance Company Limited:

Headquartered in Mumbai, IndiaFirst Life Insurance, with a paid-up share capital of INR 663 crores, is one of the country's youngest life insurance companies. It is promoted by two of India's largest public-sector banks -Bank of Baroda and Union Bank of India, which hold 44% and 30% stakes in the company, respectively. Carmel Point Investments India Private Limited incorporated by Carmel Point Investment Ltd, a body corporate incorporated under the laws of Mauritius and owned by private equity funds managed by Warburg Pincus LLC, New York, United States also holds 26% stake in IndiaFirst Life. The company’s key differentiator is its simple, easy-to-understand products that are fairly priced and efficiently serviced. For details, please visit https://www.indiafirstlife.com/