Aditya Birla Sun Life Insurance (ABSLI), the life insurance arm of Aditya Birla Capital Limited (ABCL), has launched a high-octane campaign across 36 TV channels and social media to help people realise the value of life insurance. The campaign reflects ABCL’s brand values and is the first ad campaign to be launched after the formation of Aditya Birla Capital.
The campaign aims to make people self-realise as a majority are yet to comprehend the role life insurance can play in their lives. Life Insurance has ended up becoming a savings or an investment or a tax-saving tool, depending on how it gets sold to the end customer.
The film uses an interesting format of a social experiment to make people think what they are really afraid of and how prepared they are to mitigate their fears. It aims at creating awareness to first identify fears faced and accordingly equip them to combating these with appropriate life insurance solutions. The film outlines unique worries faced by individuals and suggests that protection solutions can give them the courage to face and lessen their uncertainties. For only when people start actively thinking about their fears, will they take the first step towards protecting all their life's needs throughout their life.
Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital, said, “This TVC is another important milestone in our journey of transformation towards how people experience our brand. This film is an attempt to appropriate the relevance of life insurance, which is to help individuals protect their income in their working years, once they have retired and once they are no more. We are here to enable individuals to protect what they value and this film is one more step towards this commitment.”
Directed by Soaeb Mohammed, the TVC has been created by Taproot Dentsu India with Early Man Film handling production and Mindshare being responsible for Digital and TV Media Planning.
Pallavi Chakravarti, ECD, Taproot Dentsu, said,“The brand language we are trying to evolve for Aditya Birla Capital is one in which we don’t tell people what they should be feeling or doing. We let them come to those conclusions by themselves. In the case of life insurance for example, we have juxtaposed the fears of adults with those of children. The fact that kids have easy solutions to deal with their fears while adults seldom do creates a tension that fiction cannot. The aim is to provoke people into realising the need for insurance in their lives. If they do, we are standing by with the answers.”
Vinod Thadani, Chief Digital Officer, Mindshare South Asia, said, “This campaign seeks to provoke people into re-thinking their fears while planning to mitigate the same. The rollout across various channels has been aimed to reach out to as many people as we can. Revolving around self-realisation of the need for protection, the campaign has been one of the most engaging and interesting that we have worked on.”
Chief Creative Officers: Agnello Dias & Santosh Padhi
ECD: Pallavi Chakravarti
Copy Supervisor: Apoorva Jain
General Manager: Ayesha Ghosh
Account Director: Tapan Desai
Production House: Early Man Film