Committing to your heart is good thinking, says Aviva

Conceptualised by Contract Advertising, the campaign introduces Aviva's new global positioning of 'Good Thinking' in India. The brand brings heart health to the forefront and urges couples to pledge to secure their hearts together

BestMediaInfo Bureau | Mumbai | February 10, 2017

Click on the Image to watch the TVC.

Aviva, the insurance player, has launched a communication campaign for its new product– Aviva Heart Care: a heart insurance plan for couples.

Conceptualised by Contract Advertising, the campaign introduces Aviva's new global positioning of 'Good Thinking' in India. Good Thinking is all about presenting solutions that result in good customer outcomes. These good outcomes are based on encouraging customers to plan well for their life goals – be it health, a child's future, a family's security or a business's growth.

The tri-series television campaign (TVC) talks about a heart-healthy change that has already entered into a couple's life and then goes on to talk about Aviva Heart Care Plan, one plan that secures both their hearts against 19 heart conditions. Each campaign shows a couple and how they're adapting to healthy habits. The campaigns end with Sachin Tendulkar saying, “Committing to your heart, that's good thinking.”

The idea is to enable customers to stay committed to these goals by ensuring that there are no gaps in the plan. Taking forward this brand philosophy, with Aviva Heart Care, the brand not only brings heart health to the forefront but also urges couples to make a commitment to secure their hearts together.

Anjali Malhotra

Anjali Malhotra, Chief Customer, Marketing and Digital Officer, Aviva Life Insurance, said, “For the country that has gained fame as the cardio-vascular ailments capital of the world, there was not a single heart disease dedicated plan. So, we launched the first ever dedicated heart-plan for couples. The launch campaign is deliberately kept very un-insurance like with couples nudging each other towards common health goals.”

These campaigns are based on the insight that concerns for healthy heart start to appear when one reaches the age of 30. That's when we consciously start making changes to our lifestyle. A lot of healthy options enter our lives and homes such as healthy food, an exercise regime and quitting unhealthy habits. There's a clear intent to take care of the heart, but there's still no plan to insure it. The campaign highlights this gap in the plan and communicates that along with healthy lifestyle choices, we need a solid heart insurance plan.

Ashish Chakravarty

Ashish Chakravarty, National Creative Director, Contract Advertising, said, “Our original starting point was to establish the inadequacy of the current health insurance plans. But when we sat down with this, we arrived at the fact that this particular aspect is well covered by multiple players within the category and indeed outside it. We felt that we should ride the health wave that is prevalent now and partner couples in their going efforts for a healthy heart. The tone of voice is naturally friendly and it can get competitive too – but in a light-hearted way. I'm sure these will make for enjoyable viewing and yet deliver the message effectively.”

In addition to the TVCs, the campaign has been extended to the print and digital media. It includes on-ground activations aimed at creating awareness about fitness and heart health in association with residence welfare associations (RWAs) and Corporates.

The TVCs:

Planks:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2017/02/Aviva-Heart-Care.jpg

Lighter:

Quinoa:

Credits:

Agency: Contract Advertising

Client: Aviva Life Insurance

Team Contract: Ashish Chakravarty, Mayur Hola, Souvik Datta, Anissha Mazumder, Anand Bhushan, Debanik Chaudhuri, Sugato Roy, Soumya De, V Bhaskar Preenja, Sonia Upadhyaya and Mansi Shukla

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