Tata AIG Life uses the 'strong foundation' communication plank
The storyline of the new TVC made by Bates India reflects on how strong values translate into a protected future
Ananya Saha | Delhi | March 9, 2012
Tata AIG Life Insurance has released an extension of its campaign focusing on the principle of basics being right and a strong foundation as steps towards a protected and secure future. The new commercial highlights the importance of building good values and principles among youngsters. Values and adherence to them are the soul of the commercial.
Vikrant Ramachandra, Vice-President - Brand Marketing, Tata AIG Life, said, “At the core of the Tata AIG Life brand is the 'goodness of fundamental values'. Strong foundations hedge uncertainty and protect against risks. The brief to Bates was to communicate this brand idea.”
Bates India responded with a series of TV commercials that emphasised that the inculcation of the right fundamental values will stand in good stead through one's life. Two films have been released sequentially – the first titled 'Thank you' was released in December 2011, and now the new campaign titled 'Touching the Feet'.
The 40-second TVC will be supported with additional extensions through the financial year 2012. The campaign commences with a daughter convincing the father to meet her boyfriend. The father is reluctant and hesitant and is of the opinion that a new generation boy would not have appropriate values. Surprised by the young boy's values rooted in tradition when he touches his feet, the father opens up and offers support for a coffee date. The commercial ends by emphasising that 'Good beginnings deliver good returns all your life'.
Vijay Sinha, Senior VP and Head of Marketing, Tata AIG Life, said, “There is a huge, latent need for financial instruments for long-term savings and protection in India. Hence our brand strategy emphasises the protection platform through the creative route of strong foundation.”
Dheeraj Sinha, Regional Planning Director (Asia), Bates, said, “Insurance as a category typically has some favourite themes. Most insurance advertising shows either the possibility of what could happen or the certainty that if you have insurance cover then you will have a happy retirement or your child will continue to pursue his dreams and so on. In that sense insurance advertising is about promising a world of dreams, happy smiling families and a worry-free retirement. This TVC brings into spotlight something that we as a society do not talk about much. In today's times of change when success is the only currency, it's our basic values that will take us ahead.”
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