Tata AIA Life's new campaign has Values and Foundations

Conceptualised by Bates, a TVC titled 'Admission' leverages a strong insight that if the Foundations are strong, the future is protected

BestMediaInfo Bureau | Delhi | July 18, 2012

Tata AIA Life Insurance Company Ltd.  (Tata AIA Life) today announces the release of its new Television Commercial “Admission'', reinforcing the importance of Values and Foundations necessary for a secure future. The commercial leverages a strong insight that if the Foundations are strong, the future is protected.

The film is the third in a series of communication campaign reiterating the importance of inculcating strong values and a sound foundation in children by parents.

The film opens in the office of a school Principal, where the Parents have come to seek admission for their son. The Principal throws the parents off-guard by asking, if they have applied in other schools as well. The mother of the child hesitates and is uncertain about what to say. At this point, the father emphatically states that they indeed have applied in three other schools and could not procure an admission any other place. The Principal acknowledges the integrity of the reply and the tension is broken by the Principal directly addressing the child, implying the likelihood of getting the admission.

Announcing the launch of the latest campaign, Vijay Sinha, Senior Vice President and Head of Marketing at Tata AIA Life, said, “Strong values are integrated both in intent and behavior across our organization. In a fast-changing world, we firmly believe that inculcating these Values stand in good stead as the child grows. Like a good Insurance policy, strong Values and Foundations give good returns through Life.”

Sagar Mahabaleshwarkar, National Creative Director, Bates, adds, “When you hit upon a good idea, it's always easy to write magical stories around it. This is the third film; after 'Thank You' and 'Touching the feet' idolizing the Brand Philosophy. For 'Admission', the same dynamic team of Juhi Chaturvedi & Shoojit Sircar from the Vicky Donor fame have added their magical touch to bring alive the real life values of honesty & transparency.”

Vikrant Ramachandra, Vice President and Head, Brand Marketing said, “A brand must reflect the ideology of its genotype and it has got to be consistent across executions. This third film, in the series, does that. The emphasis across executions has been to portray real and believable situations that are of high concern to parents.”

Credits:

• Agency: Bates Asia
• National Creative Director: Sagar Mahabaleshwarkar
• Executive Creative Director: Juhi Chaturvedi
• Film Director: Shoojit Sircar
• Production House: Rising Sun Films
• Account Management: Tiraz Balaporia, Rakesh Varma and Shraddha Tandale

Info@BestMediaInfo.com

Info@BestMediaInfo.com