Tata AIA launches new campaign, a new take on true love

When you love someone unconditionally, you want to protect them for ever. With this insight,Tata AIA Life (Tata AIA) Insurance Company Limited launched itsnew brand campaign ‘Love Unconditionally’. It portrays ‘term product’ as an act of selfless love since the purchaser of the product will never get any benefit for his or her own self.

Tata AIA’s primary aim is to provide protection to consumers and hence the focuson pure protection products. The campaign captures the essence of protection and the responsibility that consumers have towards their loved ones.

The digital-only campaign has been created by FCB India and conceptualised by Tata AIA. The pilot was launched online on December 15 and has seen huge traction among target audience with over 11 lakh impressions and 20 lakh views in a short span of time. The film depicts a series of instances where a woman is being assaulted by a stalker in various situations, moving to the woman being trained by the same stalker who turns out to be her husband. The husband demonstrates his unconditional love for his wife by taking her painful punches and blows in order to train her enough so that she is able to protect herself under any circumstances, even if he may not be around. This selfless act of protection by the husband underlines his unconditional love.

“When you love someone unconditionally, you want to protect them for ever. That is the primary intent captured in our ad campaign. We want consumers to align with the idea of protection as a selfless act, and how it can potentially keep them safe under any circumstance. This campaign reinforces our commitment to being the pre-eminent protection provider. This is in line with our business strategy as we want to bring as many people as possible under protection cover. We partnered with FCB India who beautifully captured and portrayed the right sentiment via the campaign,” said Rishi Srivastava, Senior VP, Proprietary Channels and Marketing Tata AIA Life Insurance.

"Working closely with Tata AIA, we challenged the norms of the category and created a campaign that doesn't simply talk about protection but goes deeper, by talking about why we protect our family… because we love them unconditionally. The idea is that because we 'love unconditionally', we want to make sure that our loved ones are protected even when we aren't around. We decided to create a film that strays from the conventional expressions of care and protection that are so strongly associated with the category and create a thrilling film about a man who is willing to take a beating so his wife can protect herself even when he isn't around. The whole build-up of the film has a tone of action and suspense with the actors in it carrying out real stunts, using real self-defence techniques. A jingle based on the idea of 'love unconditionally' was also created specifically for the campaign. It is what causes the change in tonality in the film, from a thriller to a romance. From what seems like a story of a woman being attacked to one about a woman being trained because she is loved," said, Keegan Pinto, Creative Head (West) and National Creative Director, Branded Content, FCB India.

Through the #LoveUnconditionally campaign, Tata AIA has broken free from the associated sentiments of fear, uncertainty and guilt and showcased the power of true love being the intent behind purchasing a pure protection insurance plan.

The TVC:

Credits:

Agency: FCB India

Creative team: Keegan Pinto, Donavan Dsouza, RajdattaRanade, ShambhabiRaha, Gazal Jain, Pearl Fernandes, AdamyaMody and SandeepUrane

Account Planning: Saad Khan, SamhitaChaudhuri, Pooja Krishnan

Account Management Team:JitendraSawant, AmborishRoychoudhury, Kenneth Josephand Rohit Divekar

Production House:Twenty seventh Films

Director: Amit Singh

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