In a significantly refreshing shift for the genre, Ogilvy Mumbai has created a series of digital ads for Reliance General Insurance featuring only dogs. To be run on YouTube, the three videos highlight features like flat-tyre assistance, free towing facilities and emergency fuel assistance.
From a handsome labrador that runs out of breath (fuel assistance) and an animated beagle that bursts his favourite ball (flat tyre), to a hopelessly-in-love cocker spaniel whose efforts to woo a poodle come unstuck (towing assistance), the films memorably drive home the message (no pun intended).
Sharing the thinking behind the campaign, Burzin Mehta, Group Creative Director, Ogilvy Mumbai, said, “Breaking the clutter in a rather uni-dimensional category like insurance has never been easy. More so, when you're targeting young digital natives. The thought of having an all-canine cast was inspired by the amazing popularity of cute animal videos on the internet. And for the first time we picked the cast before we penned the scripts. Gauging by the response, that may not be such a bad idea.”
Dogs in Love:
Dog and the Ball:
Agency: Ogilvy Mumbai
Account Management: Radhika Seth, Juhi Chittoria
Creative team: Harsha Gharat, Vibhor Tyagi, Sakshi Choudhary, Burzin Mehta
Production house: Absolute Films