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IDBI Federal’s promise of ‘Befikar, Umar Bhar’

Concepualised by Ogilvy & Mather, the life insurance company unveils its latest campaign that explains a complicated financial product in a simple way with a touch of humour

BestMediaInfo Bureau | Delhi | January 13, 2015

IDBI-Federal Click on the image to watch the TVC.

IDBI Federal Life Insurance has launched its latest campaign for its flagship product ‘Lifesurance Whole Life’ plan. The campaign, created by Ogilvy & Mather, has used the thought of ‘Befikar, Umar Bhar’ to highlight the core product benefit of protection till 100 years of age.

Consumers, who buy life insurance for the dual benefit of protection and savings, usually expect a lumpsum payout to fulfil the dreams they have for their families and themselves. When it comes to protection, it is commonplace to buy life insurance to financially protect one’s loved ones only during the working years of one’s life. What most individuals miss seeing is the financial stress that their absence will put on their loved ones, even after their working lives. With life spans increasing significantly, having adequate protection throughout the lifetime is not only meaningful but also essential. This is where whole life plans are beneficial and this is what the campaign tries to bring out.

Kawal Shoor, Head of Planning, Ogilvy Mumbai, said, “IDBI Federal wanted us to help them take the lead in positioning insurance on its true purpose - beyond savings, beyond investments - as an instrument that provides material and some emotional security. What makes the offering special is its simplicity - one policy that covers needs at various life stages, and continues to provide cover till the age of 100. We can all now live longer. Carefree lifelong was a promise we wanted to bring alive, and hopefully our work has done that.”

The 60-second TVC takes the help of humour to explain different roles that a whole life plan may play in a consumers’ overall financial plan. The TVC starts with multiple roles representing different life stages. The film shows a young Mukesh in conversation with an IDBI Federal representative. During the conversation, a middle-aged Mukesh and an old Mukesh are also seen giving their opinions. Each Mukesh is at a different life stage with a different dilemma about his future and a distinct need. The IDBI Federal representative tries to answer their queries and explains in a simple way how the policy will take care of Mukesh and his family throughout his entire life. The film ends with the old Mukesh snatching a laddu from young Mukesh, as the old Mukesh thinks that if the young Mukesh suffers from diabetes, he will not be able to eat sweets after growing old.

Aneesh Khanna, Chief Strategy and Marketing Officer, IDBI Federal, said, “IDBI Federal’s ‘Lifesurance Whole Life’ insurance plan is our flagship product. With increasing life spans, this product works well to effectively address the long-term financial needs of the Indian consumer. In a category where most life insurance players have refrained from advertising whole life plans, we have taken the bold step of communicating a complex product in a simple yet interesting way, keeping in line with our humorous approach that has worked really well for us in the past. The two key challenges for us were to bring out the key benefits of the ‘Whole Life’ plan within the limited duration of a TV commercial and yet ensure that the same stands out in the clutter of financial services advertising. The TVC with its unique treatment hopefully overcomes both these challenges with simple yet effective storytelling.”

Amitabh Agnihotri, Group Creative Director, Ogilvy & Mather Mumbai, said, “We have always loved writing campaigns for IDBI Federal. Every campaign has had humour and ingenuity at the heart of it. This was no different. However, in this campaign, we had to take up the challenging task of explaining a complicated financial product in the most simplistic way. We chose to relay a real product pitch packaged in an interesting and easy conversation. We hope the approach works well for the brand and the product.”

The TVC has been made in Hindi, Marathi, Bengali, Malayalam, Kannada, Tamil and Telugu language versions.

The TVC:



Creative Agency: Ogilvy & Mather, Mumbai

Creative Team: Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Mayank Yadav, Chirayu Palande, Binish and Gauri

Client Servicing: B Ramanathan, Chitralekha Chetia, Shrutika Sinha and Ankita Pandit

Planning: Kawal Shoor, Aparna Jain

Production House: Corcoise Films

Director: Prasoon Pandey

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