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Tata AIA’s new brand philosophy is #RakshaKaranKiReet

The new brand philosophy is being articulated through a unique, TVC-led campaign conceptualised by Tata AIA and created by FCB Ulka

Click on the Image to watch the TVC.

Tata AIA Life (Tata AIA) Insurance Company Limited has launched its new brand philosophy ‘#RakshaKaranKiReet’, reflecting the brand’s belief that protecting near and dear ones is an intrinsic trait with most Indians, which is reflected in the myriad cultural customs that are followed across all regions.

Tata AIA’s brand philosophy #RakshaKaranKiReet, links the same age-old culture of being protective towards loved ones and extends it to life and financial protection. 

Tata AIA’s primary aim is to bring as much of India under protection cover. The new brand philosophy is being articulated through a unique, TVC-led campaign conceptualised by Tata AIA and created by FCB Ulka.

Bharat Kalsi, Senior Vice-President, Corporate Strategy, Analytics and Marketing, Tata AIA Life Insurance, said, “I am extremely happy to announce the launch of our new brand philosophy, ‘#RakshaKaranKiReet’. ‘Rakshakaran’ is a word born out of the spirit of being protective towards near and dear ones. ‘Raksha’, which means ‘protection’ and ‘karan’ a ‘verb’ nudges us to act. It expresses the desire to protect one’s family at every turn. This culture of being protective is ingrained in us. It is a ‘reet’, a way of life. As a life insurer that aims to be the ‘pre-eminent protection provider’, we intend to reinforce this characteristic through the first campaign of our brand philosophy.”

“Our brand philosophy #RakshaKaranKiReet is uniquely and effectively portrayed in the TVC and outdoor campaign showcasing multiple occasions in life where all of us subconsciously follow many rituals that revolve around protecting our families,” Kalsi added.

Tata AIA’s brand philosophy reiterates the company’s commitment to provide protection to consumers and hence the company’s focus on pure protection products.  The campaign film aims to capture the essence of protection and the responsibility that consumers have towards their loved ones, be it the small rituals of putting a tika on the baby’s cheek, putting toran or rangoli in our homes, or welcoming a bride.

Keegan Pinto

"We, at FCB, are excited about the brand-space in RakshaKaranKiReet that we have created for Tata AIA Life. The start of all protection, in India, is through a reet, a traditional ritual. India is the only country in the world which has a lot of ‘reets’ carried out to protect one’s home, family, even oneself. People perform these reets subconsciously, almost like deep rooted faith, like putting up a toran, or putting a ‘teeka’ on the cheek of an infant and subsequently, they leave things to belief, fate and chance. We need to turn insurance into a ‘reet’. Only then, will the whole nation eventually be protected. There is a large-hearted, caring, almost patriotic, philanthropic, nation-wide stance to turn insurance into a reet to secure the whole nation, which only a mother-brand of the stature and dignity as Tata can own," said Keegan Pinto, National Creative Director, FCB India.

The Videos:


Client: Tata AIA

Agency: FCB India

Creative Team: Keegan Pinto, Donovan Dsouza, Wiless Dmello, Dattatray Gholkar, Siddhesh Kadge, Shambhabi Raha, Monish Chawla

Account Planning: Saad Khan, Bensen Rosy, Aashita Jain, Trinolda Colaco

Account Management Team: Kulvinder Ahluwalia, Ramiya Nambiar, Vinid Venugopalan, Amogh Shetty, Shaoli Ghosh

Production House: Kiss Films

Director: Vibhu Puri


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