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MetLife drives home sudden realisation of retirement blues

McCann Erickson conceptualizes TVC to create awareness of Met Monthly Income Plan for early retirement planning for

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MetLife drives home sudden realisation of retirement blues

MetLife drives home sudden realisation of retirement blues

McCann Erickson conceptualizes TVC to create awareness of Met Monthly Income Plan for early retirement planning for

BestMediaInfo Bureau | Delhi | May 28, 2012

publive-imageMetLife India Insurance Company (MetLife) has unveiled its new advertising campaign to promote its retirement plan Met Monthly Income Plan (MMIP). The campaign aims to create awareness among the affluent, 40+ urban male about the importance of early retirement planning at the right age.

The key idea of the TVC rests on the 'sudden' realisation of retirement setting in amongst the targeted audience profile. The rational is based on the fact that most urban males over the age of 40 do not realise that they are growing older, until one particular moment when the realisation suddenly sets in and they are at a loss as they have not planned for their retirement properly. The TVC neatly brings out the 'trigger' when one realises how their kids have grown up,standing on their own feet and it is time for the parents to think for themselves.

Conceptualised by McCann Erickson, the TVC is centred on the prevalent belief that 'I am still young', which resides most strongly with the target group. It is at such moments that the retirement planning message resonates more strongly. The TVC drives home the point that one needs to plan ahead for retirement planning.

Balachander Sekhar, Director, Products & Marketing, MetLife India Insurance, explained, “We are a family-centric society where our life revolves around fulfilling family responsibilities especially that of our children. In no time children grow up and get on with their lives hitting us with the realisation what about us now? The TVC is well targeted at the 40+ year affluent urban male jolting him into realisation that the time is now to plan for his future so that he can continue to enjoy the lifestyle he's lived till now and not be dependent on anyone in later years.”

The commercial was launched across all national and regional news, GEC and sports channels on May 5, 2012.

The TVC:

Credits:

Agency: McCann Erickson

Executive Director: Alok Lall

Creative Chief Ashish Chakravarthy

EVP & Head of Planning: Jitender Dabas

Business Director: V Bhaskar Preenja

Creative Director: Mayur Hola, Sudeepa Ghosh, Shikha Sud

Sr. Project Manager: Alankar Dhami

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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