The campaign, conceptualised by L&K Saatchi & Saatchi, communicates the key message of the brand being a companion who ensures a long and happy life for its customers
BestMediaInfo Bureau | Mumbai | June 25, 2014
Exide Life Insurance has launched its first advertising campaign following its recent rebranding from the erstwhile ING Vysya Life Insurance. The television campaign has been conceptualised by L&K Saatchi & Saatchi and it communicates a key message that âExide Life Insurance helps customers prepare financially for a long and happy life as a trusted companion all alongâ.
The TVC portrays the uncertainty in our eyes, how we keep seeking for familiar and trusted faces in times of difficulty and need. Remember the times, when you got stuck somewhere during the monsoons and you couldnât leave because you were not carrying your umbrella? How does it feel when you find someone familiar right next to you with an umbrella and asking you to come in? This is the comfort and the assurance which Exide Life Insurance provides to all its customers.
The brand essence is based on the simple human truth that owing to the advancements in the economy and health care, the mortality rate has decreased and we live longer than before. The film by citing simple examples show that we canât travel alone in this long journey in our lives, we need a partner who will be there with us, traversing through roads which are rugged and ultimately wrap their wings of security when in need.
Anil Nair, CEO, L&K Saatchi & Saatchi, said, âThe biggest journey any of us undertakes in life is the journey of life itself. And with each generation this journey is getting longer. And as with every other journey, when there's someone you know by your side, all the travails become so much easier to overcome. That was the simple insight behind the campaign.â
Commenting on the launch of its first campaign, Kshitij Jain, MD and CEO of Exide Life Insurance Company, said, âExide is a very well-known name across India and has the positive brand association of trust and long lasting that are extremely relevant to the life insurance category. We are a top 5 player in our traditional home markets in the South and are confident that our new brand identity âExide Life Insuranceâ will help us replicate this success nationally.â
Jain added, âWe will be using TV, out of home and digital media in our media mix with TV playing the role of the lead medium. The media mix has been arrived at by considering our existing customer base and distribution reach. Spread over 30 days, the TV campaign has been released in six Indian Languages whereas the OOH campaign is in 10 Indian languages across 200 locations.â
Talking about the new logo, Jain explained that the colour red and the letter form of the word 'Exide' create an instant visual connect with the parent brand 'Exide'. Red denotes solidity and dynamism. The word 'Life' is used in the colour blue to denote stability, security and also reflect care and human cues. The Sun is the most universally recognised visual expression of 'life' and 'optimism' and reinforces the brand's philosophy of preparing people for a long and happy life.
Exide Life Insurance is a 12-year-old, established and profitable life insurance company that serves over 10 lakh customers in over 200 cities across India.
Agency: L&K Saatchi & Saatchi Creative team: Charles Victor, Saurabh Nayampalli, Arpana Mehta Client Servicing: Avinash Shenoy, Amogh Kanade, Murtuza Barbhaiwala Agency Producer: Vijay Vigamal Production house: The Big Picture Company Director: Sabal Singh Sheikhawat
Producer: Rakesh Dubey Executive Producer: Rajesh Thanickan Director of Photography: Rakesh Haridas Post producer: Vijay Yadav Editor: Sebastian Narsing Music Director: Uday Colourist: Sebastian Narsing