RK Swamy BBDO, one of the empanelled agencies for Life Insurance Corporation of India (LIC), has come out with a new TVC for the insurance giant. The TVC, which went on air on January 12, 2008, has been conceptualised to showcase the bouquet of services offered by the company and shows different phases of in life where LIC works as a safety resource. With a proposition of ‘Removal of fear’, RK Swamy BBDO decided not to enlist all the services on offer from the client, but instead present them by illustrating how LIC helped in eliminating fear from all walks of life through its new campaign titled ‘Na chinta, Na fikar; Na hai koi darr’.
The new corporate campaign will run parallel to the other LIC TVCs about its several products and services that are currently on air. Senior RK Swamy BBDO personnel, Sangeetha Shetty, President-West, and ECD, and Gautam Pandit, AVP and Creative Director, have worked on this new campaign that involves the TVC and radio spots. While the TVC has been directed by noted Malayalam filmmaker Major Ravi, the music has been composed by well-known music composer duo of Salim-Sulaiman.
Elaborating more on the campaign, Shetty said that they wanted to stand out from the clutter of insurance ads on air these days. “We wanted to show the entire gamut of services on offer from LIC without creating a laundry list. The commercial is shot with the backdrop of circus and roller-coasters so as to signify the highs and lows experienced by all in life, and most importantly, to signify that LIC is with its customers at every moment of his life to remove all fears,” she explained.
“The radio spots, which went on air sometime ago, is already a rage among the RJs with many of them using the tag line to express their support for something or someone,” noted Pandit.
It is understood that no specific media budget has been set for this campaign. “The campaign will be released on all channels by all the three empanelled agencies – RK Swamy, FCB Ulka and Mudra. We expect a considerable amount of marketing budget to be spent on this branding exercise,” said K V Sasidharan, GM - Client Servicing, RK Swamy BBDO.
The campaign will be on till March 2008, post which, the company might take forward this campaign for the next financial year as well. The TVC has been shot in 25, 40 and 60 second formats.