'Plans banate raho, zindagi sajate raho' is LIC's new theme

Conceptualised by DDB Mudra Group, the television commercial strives to showcase four different LIC products in a single compelling story

BestMediaInfo Bureau | Mumbai | February 26, 2016

Click on the image to watch the TVC.

Life Insurance Corporation of India (LIC), India's largest insurance company, is reaching out to its consumers with a new campaign created by DDB Mudra Group. The theme of the campaign is 'Plans banate raho, zindagi sajate raho' (keep making plans, keep living life).

The campaign showcases four different LIC products –New Endowment Plan, Jeevan Lakshya, Limited Premium Endowment Plan and Jeevan Labh – in a single compelling story, without resorting to the usual narratives of double benefits (protection and savings). The storyline of the TVC factors in that partnerships between husband and wife are increasingly equal in nature in a progressive society.

A woman is not only encouraged and supported to find her own calling in life by her husband, he is also instrumental in the shift. The TVC focuses on the trend and demonstrates how LIC's Endowment Plans offer both savings and security, thereby enabling those who avail of them to fulfil their dreams and lead a worry free life.

The TVC show a young couple cleaning up after a dinner party. The husband appreciates his wife's culinary skills and as they put away the leftovers and the crockery, he encourages her to start her own restaurant. The wife seems intrigued by the proposal and is about to say so, when she stops in mid-sentence because she no longer sees her husband by her side.

The husband then walks in with a chef's cap, places it on her head and reassures her that she would not have to give up on her dreams, irrespective of whether he was with her or not. The spot closes with the line 'Plans banate raho, zindagi sajate raho'.

Sonal Dabral

Sonal Dabral, Chairman and CCO, DDB Mudra Group, said, “There are many 'what-if' moments in the life of a couple – hopes and dreams and a quiet fear of those dreams remaining unfulfilled. This forms the core of the film brought to life in a simple but nuanced story of a husband dreaming up plans for his wife, the wife's fears of losing him and the husband's quiet confidence of realizing those dreams no matter what. I'm sure our audience will be as engaged with this story as we were while creating it.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: DDB Mudra Group

Chairman and CCO: Sonal Dabral

Production house: Chrome Pictures

Director: Manoj Pillai

Producer: Prafull Sharma and Anesh Azad

Info@BestMediaInfo.com

Info@BestMediaInfo.com