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AEGON Religare Launches New Campaign

The campaign is conceptualized by Ogilvy and Mather while Nirvana Films has created 3 TVCs. Watch the TVCs here.

Nirbhay Taneja | Delhi | July 20, 2010

AEGON Religare Life Insurance has launched its new campaign starting July 16, 2010. The campaign is conceptualized by Ogilvy & Mather and three TVCs are created by Nirvana Films.

The brief to the agency was a simple proposition – Uncertain world, certain solution which should focus on the concept of Insurance.

Working on the brief given by AEGON Religare, Ogilvy & Mather, interpreted the proposition as ‘life can surprise you. Be insured.’ This immediately takes away some of the morbidity the proposition had inherent in it, and yet makes people think for a second about the uncertainty of life. And then perhaps consider insuring themselves with Aegon Religare.

While creating the films, the challenge was to strike a very delicate balance and Keep the films real, but not morbid. Make them amusing, but not frivolous. The agency walked this thin line while delivering a series of films. Finally three films were executed with very unexpected endings. Followed by the message ‘Life can surprise you. Be Insured.”

The films were shot in Bangalore over a period of two days. Two films are of 30 second duration and the 3rd is a 40 seconder. This campaign is also being supported by an online initiative.

[youtube]http://www.youtube.com/watch?v=8EBYLChnEkk[/youtube]

[youtube]http://www.youtube.com/watch?v=6TUVTneIN9o[/youtube]

[youtube]http://www.youtube.com/watch?v=J5PaHjs5ez8[/youtube]

Credits:

Executive Creative Director: Anup Chitnis Senior Creative Director: Anuraag Khandelwal Associate Creative Director: Satish deSa Client Services Director: Hitesh Patel Account Director: Prasann Shrivastava Account Executive: Roswita Akolkar Sr. Films Executive: Vinod Rao

Nirbhay.Taneja@BestMediaInfo.com

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