After the much talked-about KILB and Pension Plan campaigns, Aegon Religare is back with a new campaign for it Star Child Plan. The campaign comprises three ad films with an animated feel that stress on the chosen insight that every parent knows that his child has a hidden talent. The campaign has been conceptualised by Manish Bhatt and Raghu Bhat of Contract Advertising and is produced by Old School Films.
Parents want to fulfill the dreams through their children. This is the start point on which the whole idea of the insurance campaign is based. Speaking on the approach, Pradeep Pandey, Director - Branding & Communication, Aegon Religare Life Insurance, explained, “Our approach is to create communication which is true to our brand essence, that is, to be Refreshingly Different. Our earlier two campaigns – KILB and Pension – were in line with this thought, where we tried to educate the customers about knowing the right amount as well as being informed of the amount required for a happy retired life.”
From the creative point of view, Manish Bhatt and Raghu Bhat said, “We wanted to break the rules of child plan and financial advertising. We wanted to create a financial services ad without any dialogue. We wanted to use exuberant wild music. We wanted to use technology in the making of the ad, without sacrificing the emotion. Ultimately, we wanted to retain the cutting edge momentum of campaigns like KILB and Pension Plan.”
This is a 360 degree campaign involving TV, print, outdoor and digital. The overall spend for the campaign is approximately Rs 8 crore.
The promotional activity will be spread out over a period of eight weeks. In every medium, the agency and the client have tried to make the idea come alive by not just replicating the TVC, but leveraging the strengths of the medium.
While on the digital side, special applications have been created on Facebook. There will be online quizzes that will help parents decide the specific talents of their child. Also, there will be a separate microsite where parents can upload ‘performances’ by their gifted children. Moreover, they can also download the TVC and share it with friends, etc. This will not be a one-time exercise, but will be continuously augmented with interesting content on star children.
Speaking on the brief given to the agency, Pandey informed, “The brief for this campaign was to capture the thinking of today’s young parents who want their kids to take the profession in which the kids excel, rather than forcing a profession. Today’s parents see his/her role more as enabler, rather than a decider. Our second objective was to have a film which sets itself apart form the clutter by way of execution too. We would want to build high Brand Saliency through this campaign.”
There are in all three creatives in the campaign, which features an animated child character playing soccer, other two will be in the zone of music (guitar player) and food (chef). The soccer player ad is already on air across channels, while the other two ads would be released over the next couple of weeks.
The post production work has been done simultaneously in more than five countries by VHQ, including Singapore, Kuala Lampur, Shanghai, and Hong Kong, while animators from France and the UK also flew down to work on it.
Aegon Religare’s Pandey is very optimist about the overall campaign and said, “We certainly feel that this campaign will help us generate huge interest amongst our TG for our Child Plan. Our product has a great benefit in terms of savings as well as paying the premium on behalf of parent, in case of any mishappening.”
Brand: Aegon Religare
Creative Agency: Contract Advertising, Mumbai
Chief Creative Officer: Ravi Deshpande
Executive Creative Director: Raghu Bhat &Manish Bhatt (Senior Vice Presidents & Executive Creative Directors)
Client Servicing: Joy Sengupta (Vice President - Account Management)
Production house: Old School Films
Director (of the film): Shiven Surendranath
Post-production studio: VHQ, Singapore