The second campaign, conceptualised by L&K Saatchi & Saatchi, re-emphasises the role of the company in the life of its customers in a heartwarming way
BestMediaInfo Bureau | Delhi | September 18, 2014
Following the successful launch of its new brand identity earlier this year, Exide Life Insurance launched on Monday, September 15, its second ad campaign that brings alive the brand promise of ‘Helping you prepare financially for a long and happy life.’
The campaign, conceptualised by L&K Saatchi & Saatchi, went live across broadcast and digital, and is a progression to the launch phase and re-emphasises the role of Exide Life Insurance in the life of its customers in a heartwarming way.
The TVC starts with a man showing his wife a book, ‘Our long and happy life’, in a library. The book however tells about a new car, big house, world tour, children which are essential for a happy life. His wife gladly replies that it is like a wonderful long vacation. The couple hopes to lead their life like this. The TVC ends with the husband showing the last page of the book to his wife which has ‘Happy Anniversary’ written on it.
The campaign has been released in 6 Indian languages, spread over a period of three weeks and the heart of the campaign lies in the simple truth that today Indians are living longer and aspire to live a life full of hopes and dreams. Advancements in the economy and health care have ensured that the average life expectancy has gone up from 32 years to 68 years since Independence. The objective of the campaign is to communicate how timely financial planning can pave the way for a beautiful tomorrow, with Exide Life Insurance helping you plan and prepare for a beautiful, happy life.
Mohit Goel, Executive VP – Marketing, Exide Life Insurance, said, “Considering that the Exide Life Insurance brand was recently launched, the communication highlights the core essence of who I am as a company. Stemming from the truth that our lifespan is getting longer and we need to plan well for the years ahead, the objective was to make Exide Life Insurance relevant during the course of our lives. This campaign has been designed around the beautiful possibility of a well-planned life. And protection, savings and investments solutions from Exide Life Insurance can help you prepare financially so that your long life is a happier one. We believe that this new brand campaign will definitely resonate well with our customers and keep them intrigued, excited, informed and involved.”
Anil Nair, CEO, L&K Saatchi & Saatchi, explained the rationale behind the campaign stating, “We have conceptualised this campaign keeping in mind the core brand ethos of a long-standing, trusted companion in the journey of life. The creative concept clearly highlights benefits of planning for a long life, and captures the spirit of time in the life of a newly married couple. The TVC illustrates the various milestones every couple hopes to achieve during their entire lifetime and the seriousness of the concept is balanced well by the playful banter between the couple.”
Agency: L& K Saatchi & Saatchi
Creative team: Charles Victor, Saurabh Nayampalli, Shreyas Manjarekar
Client Servicing: Avinash Shenoy, Rohan A Kulkarni, Venkat Vemulapalli
Agency Films Producer: Vijay Vigamal
Production House: Gulliver Motion Pictures
Director: Parikshit Vaidya
Producer: Shailee Vyas
Line Producer: Pintu Mishra
Director of Photography: Laxman Utekar
Art Director: Aparna Sud
Music Director: Anandh Ranganathan