Indiaâs statutory body for general insurance, the General Insurance Council (GI Council), has earmarked Rs 80 crore as annual budget for the âFaayde Ki Baatâ campaign.
The 360-degree initiative is aimed at spreading awareness about non-life insurance (health, motor, home and other general insurance products) across the country.
As a part of the campaign, four TVCs are conceptualised and executed by creative agency Leo Burnett. The agency is also responsible for the campaignâs radio and outdoor advertising.
The insight of the theme âFaayde Ki Baatâ comes from the observation that Indian consumers are moving from extreme invincibility to extreme fatalism on a daily basis. So the objective is to drive awareness about the many benefits of general insurance while creating a narrative that highlights the vitality of it in our everyday lives.
With a focus of spreading awareness to tier III, IV and VI regions, the campaign will be launched in eight regional languages apart from Hindi and English.
A V Girija Kumar, Chairman, General Insurance Council, said, âThe whole concept of the campaign is to bring awareness. The idea is to make people take insurance as an important part of their life.â
Together with GI Councilâs 25 general insurance, 11 reinsurance, two specialised insurance and six SAHI (standalone health insurance) companies in India, Faayde Ki Baat aims to address negative perceptions around general insurance by educating citizens about benefits that can be derived from general insurance covers, while expanding the industry by creating an insured and protected India.Â
The film opens with the start of a fresh day with the sleeping protagonist outside his home who is abruptly woken up by his neighbour, who asks him why he was sleeping outside early morning. The now furious protagonist expresses his disappointment with the buildingâs children who spent all night playing cricket, while damaging his car and house windows. To this, the neighbour calmly advises his neighbour to purchase insurance that protects his property and, more importantly, will help him get a peaceful nightâs rest.
GICâs digital agency for this campaign is Digitas. Media buying is handled by WPPâs Mindshare.
Digitas will execute and manage the website, social media, content marketing, influencer engagement and innovative platforms in various languages.
Speaking on the campaign, M N Sarma, Secretary General, General Insurance Council, said, âConsumers in India are either under insured or uninsured. The overall penetration of general insurance is extremely low. With Faayde Ki Baat, we are hoping to connect with the audience and promote general insurance as a personal risk management tool.
MD, India & CCO, Leo Burnett South Asia: Rajdeepak Das
MD, India & CSO, Leo Burnett South Asia: Dheeraj Sinha
COO, West: Rakesh Hinduja
Creative: NCD, Vikram Pandey
ECD: Amod Dani
Sr. Creative Team: Mihul Bhatt & Brijesh Joshi
Â EVP: Sanju Menon
Â VP: Aman Sheikh