Bangladesh: last week Monday, Bangladeshi mobile phone operator Robi Axiata, technical and distribution service provider BIMA (Milvik) and local insurance company Pragati Life celebrated the commercial launch of their free life insurance product with the ceremonial cutting of the cake at a well-attended press conference in a Dhaka hotel.


After the success and positive feedback from customers of the past two months of pilot phase, the partners celebrated the mass market launch of TV & radio commercials,  print advertising and a mass ramping up of brand promoters hitting the streets to educate and register customers.


BIMA’s CEO, Gustaf Agartsson, opened the ceremony, speaking proudly of the success of the partnership to date, highlighting the innovation in product design that has taken place in Bangladesh, as compared to BIMA’s other markets in Africa. Specifically, these innovations have been the design of an insurance product where cover is ‘earned’ in a cumulative way, month on month, much like a savings account; as well as handset registration processes, the first paperless policies in the country.


CEO of the Pragati Life Insurance Abul Basher Akhondand spoke next about the tremendous opportunity that such a product brings to the Bangladeshi people as a whole – allowing them to experience insurance for the first time, for free!


Robi CEO, Michael Kuehner, highlighted that this is just one example of Robi’s dedication to innovation and speed – being the first operator to bring this kind of revolutionary product to the market in Bangladesh.


Finally, Pradeep Shiravastava, CMO of Robi Axiata, took the audience through the basics of the unique product design and simple processes.


For more information about the product, please see Robi’s dedicated product page here.


To watch the TV commercial, click here.


26 Sept 2012