Private life insurance player Canara HSBC Oriental Bank of Commerce Life Insurance has rolled out a campaign ‘Promise kiya! Ab plan karo’, taking forward the company’s brand essence ‘promise’ and the tagline ‘Aapke vaade sar ankhon par’. It has three television commercials that aim at providing awareness and the importance of proactive planning for right solutions with respect to financial needs for retirement, child future and unforeseen circumstances.
The campaign will cut across all target groups and age bracket between 20-55, while talking about individual protection, child future and retirement plans. The campaign is being aired on leading television channels across entertainment, movies, infotainment and regional genres and as well on various digital and social media platforms from December 28, and will be aired for 10 weeks.
The campaign has been designed and conceptualised by Leo Burnett, the creative partner for the brand.
The Child Future Insurance Plan TVC opens with a shot of a father and a son with the father browsing through an I-pad and the son reading a newspaper. The father tells the son, “Mehengai dekho, mein 10 ka petrol dalvaata tha”. The son replies, “Haan aur mein 20 ka” after which the camera shifts to the cute grandson with a toy rocket in his hand questioning his dad “Mere rocket mein kitne ka petrol dalega? Apne hi to promise kiya tha ki mujhe astronaut banaogey”. Then the brand proposition is played in the background, “Promise kiya! Ab plan karo” — Child Future Plans from Canara HSBC Oriental Bank of Commerce Life Insurance. Astonished, his dad takes his father’s I-pad to explore child future plans on the company’s website.
The Online Term Insurance Plan TVC opens with a husband watching cricket match on TV and his wife steps in with a laptop, blocking his view, to show the insurance plan options. The husband takes the laptop while saying “Life Insurance? Baad mein yaar”, to which wife says “But you promised”. The husband ignores and continues watching the match, saying “Relax, mein bhi iski tarah na lambi innings” after which a player suddenly gets bowled out and the husband goes speechless. Following this, the brand proposition is played in the background along with Online Insurance Plans from Canara HSBC Oriental Bank of Commerce Life Insurance. After this husband grabs the laptop to find out suitable online insurance plans given on the company’s website.
The Retirement Insurance Plan TVC opens with the husband having breakfast and his wife obstructing him with an I-pad, showing retirement plans. On this, the husband strangely nods at the wife, asking “What”?. The wife replies, “Retirement ke baad – World tour baby, promise bhool gaye?”. The husband while indicating towards their son sitting next to him saying “Yeh hai na, hamare budhape ki laathi”. The son says innocently “Astronaut banne ke baad mein to space chala jaunga, aap to yahin rahogey na”, claiming that he will not be available once his dream of becoming astronaut gets fulfilled. Hearing this, the father asks for an I-pad from the wife to browse Retirement Insurance Plans given on the company’s website. Following this the brand proposition is played in the background along with Retirement Plans from Canara HSBC Oriental Bank of Commerce Life Insurance.
Anuj Mathur, Managing Director and Chief Executive Officer, Canara HSBC Oriental Bank of Commerce Life Insurance, said, “Life insurance is not just merely a product; it is a promise that a loved one makes to someone whom they want to be secured for life and get all aspirations fulfilled. We at Canara HSBC Oriental Bank of Commerce Life Insurance value the promises of our customers and intend to partner with them in this journey of fulfilling promises.”
Unveiling the second leg of brand campaign, Tarannum Hasib, Chief Distribution officer, Canara HSBC Oriental Bank of Commerce Life Insurance, said, “Our brand campaign in January, 2018 marked a phenomenal response from our audience where we had launched our new brand essence ‘promise’ and our tagline ‘Aapke vaade, sar aankhon par’. Now with ‘Promise kiya! Ab plan karo’, we want to inspire the audience to plan proactively to fulfil the promises to their loved ones and how we can partner with them in this journey.”
Child Future Insurance Plans:
Retirement Insurance Plans:
Online Term Insurance Plans:
Agency: Leo Burnett, Delhi
Director: Amit Satyabeer
Copy and Art director: Arjuna Gaur & Raj Girdhar
Account Management: Neha Kapoor
Production House: Prodigious