Aviva Life Insurance, which had launched its ‘Tension Chhodo Cricket Khelo’ campaign featuring Sachin Tendulkar, has now roped in McDonald’s to further popularise the initiative. The activation campaign, conceptualised by Publicis, would culminate in September with 15 dad-kid duos playing cricket with Tendulkar and his son.
The ‘Tension Chhodo Cricket Khelo’ campaign is based on the insight that parents these days are so occupied in securing their child’s future that they miss out on enjoying their childhood today.
One of the ways to participate would be to fill in a contest form available free of cost with a Happy Meal at most McDonald’s outlets. In addition to the big prize, 250 customers can also win beach cricket kits every week.
A TVC highlighting this campaign has been on air for some time now on major channels. The ad shows Tendulkar playing cricket with some kids. He then starts hitting the ball that crashes through windows of different offices where the fathers of the kids are at work. On seeing the ball, the fathers come out to play with their children. But there are a still a few kids who’s fathers are still at work and unable to play with them. Tendulkar then asks all parents to opt for Aviva Child Plans to secure their kids’ future so that they can ‘Tension Chhodo Cricket Khelo’.
Pooja Malhotra, Associate Vice President, Publicis India, said, “This campaign uses an insight that most fathers would empathise with. In their struggle for securing their children’s future, they miss out on enjoying with them today. And a manifestation of this insight is the activation idea ‘Tension Chhodo Cricket Khelo’, where father and kids could get a chance to play with Sachin Tendulkar and his son. It is a unique activation idea that hasn’t really been attempted by anyone in the category and is sure to break the clutter for Aviva.”
Vishal Gupta, Associate Director, Marketing, Aviva, said, “The strategic tie-up with McDonald’s Happy Meals will help us reach out to our target audiences of young, parents in a sharply focused manner. In addition, we have also launched an exclusive website for this campaign where people can log on to participate.”
Aviva Life Insurance is a joint venture between Dabur and Aviva. Current paid up capital amounts to Rs 1,004.3 crore. Dabur holds a 74 per cent stake in the company, while Aviva holds the remaining 26 per cent. Aviva Plc is the UK’s largest insurance group and the world’s oldest insurance group, with a history dating way back to 1696.