Aviva Life Insurance’s new TVC reinforces the brand philosophy of ‘Living life khul ke’. With brand ambassador Sachin Tendulkar giving the communication the desired cut through, the ad gets its message across effectively. Publicis India is the creative agency behind the campaign, while Nima Namchu is the creative director. The TVC has been produced by Rising Sun Films and directed by Shoojit Sircar.
The objective of the campaign is to create realisation among the 30-35 year olds about the need to start planning their retirement at an early age.
Explaining the thought process behind the ad, Namchu said, “The campaign builds on the cost of postponement initiative launched last year, whereby we had communicated that delaying retirement planning had a cost attached to it. This year’s campaign stems from an insight that there is a growing desire for the target audience to live life on their own terms. They are, however, constrained from doing so by their lack of financial security. By investing early in Aviva’s Retirement solutions, we are telling customers that they don’t have to wait till 60 to listen to their heart and live life on their terms.”
Aviva’s overall brand philosophy revolves around ‘living life khul ke’, a life which can be enjoyed freely once financial insecurities are taken care of. The TVC highlights this by portraying a successful executive’s unfulfilled desire of opening a book store. He is encouraged by brand ambassador Sachin Tendulkar, who advises him to act now by investing in Aviva’s Retirement Solutions to fulfill his dream much before he turns 60.
According to Namchu, the marketing challenge for the brand was to incite the target audience to invest in the age of 30-35 years in a retirement plan, which would then allow them to lead a life that they desired.
With a plethora of retirement plans available in the market, the challenge was to break through this clutter. Namchu explained, “The insight is something that the TG can strongly empathise with. No other player has really tapped into this insight. Moreover, Aviva’s brand ambassador, Sachin Tendulkar, is a living example of Aviva’s philosophy of following one’s heart and helps in giving the communication the desired cut through.”
On the promotional activities, Namchu said while television was the lead medium, a print campaign would be used to impart detailed information about the product and to generate leads. Outdoor and radio would also be used as a support media. This apart, the Internet, a critical touchpoint for the TG, would also be explored as a media vehicle.