Diary of a
called success
Diary of a journey called success
Reliance General Insurance (RGICL)
Reliance General Insurance is one of the leading private general insurance companies of India, with over 200 branch offices spread across 173 cities in 22 states.

Business Objective

Leverage existing customer base and increase the product holding ratio.


We proposed a campaign management data mart aimed at immediate needs of the marketing department along with leveraging the available customer data from the source systems
We worked on enabling the SAS products used at RGICL so they could have a complete campaign management system
A campaign management system that empowers business users to create and execute campaigns faster


  • We collaborated with the marketing and technology team of RGICL and designed the data model for a campaign management data mart
  • RGICL populated the data mart, and we configured the SAS Campaign Management solution for RGICL to execute campaigns
  • Designed the integration with email and SMS channels, both for sending out the campaign messages as well as for receiving and processing the responses. This enabled RGICL to track performance of the campaigns

Business Value

  • The first two campaigns were executed by business users to cross-sell products to existing customer base with a minimal involvement of the technology team
  • The campaign creation and contact list generation time has been bought down to couple of hours RGICL now aims to increase the efficacy of campaigns by incorporating offline models like in-line scoring within the campaign flowchart