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A little boy with a big dream: Aviva campaigns with Sachin Tendulkar

The TVC, conceptualised by BBDO India, features Tendulkar in a never before seen avatar with the help old footage

BestMediaInfo Bureau | Mumbai | February 18, 2014

Click on the image to watch the TVC. Click on the image to watch the TVC.

Aviva Life Insurance has launched a new TVC with brand ambassador Sachin Tendulkar. The TVC aims to take forward the brand proposition of protection and planning for your child’s future. Through this ad campaign, conceptualised by BBDO India, Aviva has tried to convey the importance of planning for the future by depicting Sachin’s personal journey from being a little boy to becoming the Little Master. This will be the first time that any brand in India will be using a young Sachin for their brand campaign.

The TVC starts with a nervous young Sachin Tendulkar getting ready for his first cricket match, when the older Sachin comes to him, pats him on his back and tells him: “They are waiting for you”. As he walks out on the field, the crowd cheers “Sachin, Sachin”.

Rishi Piparaiya, Director - Marketing & Direct Sales, Aviva Life Insurance, said, “In this campaign, the objective is to show parents that the world’s biggest achievers were once children with big dreams and big plans. With the right financial planning, their children too can achieve their dreams. Sachin Tendulkar and his success story is a personification of this, and all Indians relate to this. We have tried to reflect on the importance of planning for your child’s future and help the child realise his/her big plans in life.”

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Josy Paul, Chaiman, BBDO India, said, “You could say it took us 24 years to write this film – the length of Sachin's great career. We wanted to capture that feeling when brilliant achievers look back at themselves and see where it all began. To motivate every child to believe that they too can make it big. To tell parents that Aviva has big plans for big dreams. To make this film we had to do extensive research to find the right footage from the past where young Sachin had the right look that went with the emotion. We then grafted this into our film to create the illusion and reality of Sachin meeting Sachin.”

The TVC went live on February 8, 2014. Apart from television, Aviva will also be leveraging digital and social media to promote the TVC.

The TVC:



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