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Tata AIA undergoes a brand makeover

The campaign by JWT highlights the sentiment ‘we live for the good of our loved ones’, which is often forgotten in the cluttered insurance category

BestMediaInfo Bureau | Mumbai | January 23, 2015

Tata-AIA Click on the image to watch the TVC.

Tata AIA Life Insurance has launched a campaign titled ‘Daddy aur Zooey’ that redefines life insurance by reminding us of a simple truth – ‘we live for the good of our loved ones’ – a sentiment that forms the heart of life insurance. The campaign has been conceptualised by JWT and it reminds us of the sentiment which is often forgotten in the cluttered category.

The campaign breaks with a four-minute long film which tells a soul-stirring story of a father and son; and highlights the unique relationship they share. It is a film that is unflinchingly real, depicting bittersweet moments that we have all lived through. The film shows a father who is short in height and his little son is very embarrassed about it. The father knows this and tries to do everything possible to be a hero to his son. In the end, the son realises how important his father is and to what extent he can go, because he simply loves him.

Commenting on the creative idea, Chirag Bhasin, Creative Director, JWT, said, “As a category, life insurance tries too hard to be all the things it's not. At its purest, it's all about doing the right thing for the people we love. The world is full of stories of things we do for the good of our loved ones. Somehow, we just keep forgetting that. The campaign goes back to the basics to remind us – ‘apno ka accha, yehi hai life insurance’ (making good happen for the ones we love, that’s life insurance).

Ravi Vishwanath, Deputy CEO, Tata AIA Life, explained, “To make good happen for our customers, partners, shareholders and employees is why we exist. Our campaign tells a simple truth well, but in a fresh way. I am grateful to the amazing JWT Delhi and Boot Polissh Films teams for translating our vision into this campaign, which is a labour of love.”

“It's a proud moment to be part of rebuilding, redesigning a Tata brand from ground up. A unique look and feel to life insurance is given which makes it more approachable and people friendly; and with all hope to greater success,” added Anirudh Verma, VP & Senior Creative Director, JWT.

The campaign also sparks a complete revamp across all media touch points and a much stronger brand identity to make insurance more human, more friendly, more every day. ‘Daddy aur Zooey’ will be premiered on TV as the first branded short film by an insurance company. It will be also released as a shareable internet film on YouTube and promoted under the social media handle #daddyaurzooey. The original soundtrack from the film ‘Tu Hai Mera’ will be aired as a full-length song for radio listeners.

The TVC:



Creative Agency:  JWT, Delhi

Writer: Chirag Bhasin

Art Director: Anirudh Verma

Account Management: Charu Bhatnagar

Planning:  Shujoy Dutta

Team: Mahesh, Arjun, Rashi, Tushar, Amitesh, Isra, Swati, Mainak

Production House: Boot Polissh Films

Director: Shujaat Saudagar

Music: Clinton Cerejo

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