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Talk less, feel more, says Franklin Templeton

M&C Saatchi creates a series of three TVCs as a launch pad for the new product from the asset management company.

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Talk less, feel more, says Franklin Templeton

Talk less, feel more, says Franklin Templeton's new campaign

M&C Saatchi creates a series of three TVCs as a launch pad for the new product from the asset management company.

Neha S | Delhi | May 2, 2011

publive-imageHow many times, we have often remembered the small gestures done by our family members? Be a small peck on the cheeks at the drop of the school gate, or a sumptuous meal at home for landing up in a new job!  Thus pulling the strings on these petty, yet heart-touching actions, Franklin Templeton has rolled out its brand new TVC. The commercial is of strategic importance for the asset management company because it not only marks the launch of its new product-family solutions, but also fills the long lull in the communication strategy of the company. As the account moved to M&C Saatchi two years back, but was largely active through print and other mediums during this period.

Thus the brief given by the company to agency this time was to talk about the campaign in a slightly different manner and not the typical 'lifestage marketing', done by most of the insurance companies. Hence the idea of 'small gestures' creeped into the minds of the creative team at M&C Saatchi. “The entire thought was to take an emotional route rather than humour for this particular campaign. And if you notice carefully, the cases depicted in the commercial are not very big ones, but these are the actions that most of the people do not talk about. Thus there is very minimal talking in the ad,” explains Parveez Shaikh, ECD & Senior VP, M&C Saatchi.

Currently the agency has floated a series of three films- Mother & son, Husband & Wife and Parents & Son, each of a duration of 40 seconds on-air. Shot at three different locations-Film city, Goregaon and Mud island over a period of two days, the main protagonist in the commercials were zeroed down with meticulous details so as to fit in the 'real-life' characters.

Besides TV as a medium, the agency is also tapping other mediums including print, BTL and Radio to support the campaign and spread awareness about the new product by the company.

Credits :

Creative: Parveez Shaikh, Vinay Pawaskar, Ashima Gupta

Account Management: Suranjan Das, Pushkaar Kshirsagar

Production House: Dungarpur Films

Director: Shivendra Singh

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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