Mumbai-based interactive agency id8Labs just got a shot of adrenaline as life insurance company Aegon Religare signs up to launch a direct-to-customer retail distribution channel.

Aegon Religare aims at reaching 200,000 customers using digital media in the year 2009. It is a great move in terms of building a whole new ecosystem for advertising and reaching out to the desired customer base. id8Labs would be the digital partner in turn offering its expertise to the life insurance company.

id8Labs is known for their merger with Percept. In fact 1D8Labs broke away from the merger to create a lone entity. Currently Percept Knorigin is the interactive arm of the advertising giant.

The direct-to-customer initiative will be launched in March 2009.