The TVC by JWT tries to bring out that today’s young Indians have a blueprint for their life, but are often not prepared for the vagaries of fate
BestMediaInfo Bureau | Delhi | November 7, 2011
The latest campaign from Birla Sun Life Insurance once again aims to provoke mass India -- this time under the Protection Solutions banner -- to not leave their dreams to fate. Today’s young Indians are an optimistic and confident lot who believe they can write their own destiny. But luck may have different things in store for them. This is the key objective of the new campaign.
The more important point however is that while these ambitious Indians have a blueprint for their life and life’s goals to achieve, very often they are not prepared for the vagaries of fate. The average Indian's apathy and inertia is evident from the fact that the pure protection category contributes to a mere 3 per cent of the total industry premium.
The objective of the campaign is to create relevance and move people into action -- a tough challenge for an industry that has been trying to do so for the last 55 years.
The TVC portrays a young working couple who is on their way home from work, on a normal working day. Suddenly they have a lucky escape from what could have been a fatal accident. This completely shakes them up. It is at this crucial point that Birla Sun Life Insurance puts forth a thought-provoking question to the viewer “Can you afford to leave your dreams to chance?” The film ends on a positive note with the couple realising that there is a lot that need to do, to live their dreams.
The communication aims to create an emotional connect and empathy with the aam aadmi, by showing a slice of life situation which can happen with any young couple, staying in metros or small towns. They share each other’s dreams and are thinking about their future, which they are eagerly looking forward to – just when they come face to face with the unpredictability of life. The attempt here is not to challenge the consumer’s confidence (and switch him off), but sensitise them in a thought provoking way.
Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group, says, “As a brand, we consider it our mission to provoke mass India into realising the many roles which insurance can play in their lives. We have been successful in doing so, with our Wealth with Protection Solutions campaign with Yuvraj and Sehwag, followed by our Children's Future Solutions campaign. We now want to do the same with our Protections Solutions campaign.”
Talking about the campaign, Nandita Chalam, Vice-president & Executive Creative Director, JWT, says, “India is a young and optimistic nation where most people believe that they can create their own destiny. Therefore, to sell Protection Solutions from Birla Sun Life Insurance, we at JWT had to find a way of making people aware of the fragility of life without frightening them. We managed to do this by adopting a tone that is provocative yet empathetic.”
The TVC went live from November 04, 2011 and will be seen across all leading television channels. As part of a 360-degree strategy, the campaign will span radio, outdoor, below the line and digital media.
Creative Agency: JWT India
Film Director: Amit Sharma
Production House: Chrome Pictures
Media Planning: Mindshare
Creative team: Tista Sen, Nandita Chalam, Dipesh Kowarkar, Siddharth Joglekar, Kunjika Talpade
Servicing: Samarth Shrivastava, Swati Bobde, Vineeta Sukhija, Amita Servaia
Planning: Rajesh Mehta