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LIC lends its ‘hands’ to Government of India’s key initiatives

JWT has scripted a film for the insurance giant as it partners with Swachh Bharat Abhiyan, Beti Bachao Beti Padhao and Housing for all by 2022

BestMediaInfo Bureau | Mumbai | April 1, 2015

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

J. Walter Thompson has scripted a new campaign for Life Insurance Corporation of India (LIC), who is partnering the Government of India on its three key initiatives – Swachh Bharat Abhiyan, Beti Bachao Beti Padhao and Housing for all by 2022.

LIC has always been a brand of the masses, and given the connect the brand has with people’s emotions and aspirations, it is well poised to leverage that connect and extend its support to the Government of India’s key initiatives.

Niraj Agarwal, Executive Director (CC) of LIC, said, “LIC has always contributed substantially towards development of infrastructure in India, and our commitment to development of housing, development of girl child and clean India campaign is reinforced by this campaign.”

It was a challenging task for J. Walter Thompson to weave in the three big initiatives into one storyline. However, the iconic LIC logo came in handy as the logo itself became the idea and a metaphor for nation building.

“From a creative ideation point of view, LIC’s hand logo just seemed like a logical starting point. It was the common factor for all three initiatives. Plus, it made sense to show giant hands building a nation,” said Hanoz Mogrelia, Executive Creative Director, JWT, on the film’s central idea. “Since action always speaks louder than words, it was decided that we will metaphorically show giant hands participating in the three noble initiatives. The beneficiary of this was shown to be a charming little girl, who witnesses the transformation that the hands bring about,” he added.

While this seemed very simple on paper, executing the film was quite a task. The live action portions were shot first. Next, the hand movements were choreographed and shot separately in a studio. Finally, everything was matched and merged using CG to bring the film to life.

The animation work was done by Famous Studios. It took them a few weeks to render the frames and bring the vision to life.

The director of the film, Shwetabh Verma, explained, “I always wanted to humanise this film and not get carried away with the CG. Which is why I thought of shooting the film through the eyes a young girl, who is the final beneficiary of all this. We wrote a song, which went with the mood of the film. I am very happy with the film the way it has shaped up.”

The TVC:



Creative agency: J. Walter Thompson

National Creative Director: Tista Sen

Executive Creative Director: Hanoz Mogrelia

Senior Creative Directors: Anupam Basu, Siddhesh Telang

Creative Director: Ameya Mone

VP & EBD: Anitha Krishnan

AVP & CSD: Sameer Joshi

Account Director: Mustafa Nalwalla

VP & National Films Head: Anupama Ahluwalia

Agency Producer: Pooja Talwar

Production House: Kairos Films & Milestone Films

Director: Shwetabh Varma

Producer: Farid Khan and Ajay Vasu

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