Buoyed by the Sahara confidence, babu challenges Gabbar

Buoyed by the Sahara confidence, babu challenges Gabbar

Author | Deepshikha Singh | Saturday, Jun 14,2008 8:36 AM

Buoyed by the Sahara confidence, babu challenges Gabbar

Sahara Life Insurance’s new TVC takes a humourous route and manages to stand out amid the clutter of insurance ads. Created by Percept along with Sahara Corporate Communications, Sahara Life Insurance has also gone in for radio and viral campaigns to reach out to its target audience in Sec A, B, C and rural markets.

Elaborating on the concept behind the ad, Abhijet Sarckar, Head-Corporate Communications, Sahara India Pariwar, said, “We have always believed in people power, and that is why our businesses and product offerings have always been people centric. With the life insurance business, we wanted to ensure the consumer the self confidence that a life insurance is meant to provide him and his family. Hence, this idea was conceptualized, wherein a common man’s self confidence gets a boost after he gets himself a life insurance. We have humourously tried to put forward a very serious message and are hopeful of it getting accepted very well by our target audience and creating a niche positioning for us. I give credit to Rizwan Siddiqui of Sahara Corporate Communications for coming up with this clutter breaking idea and creating a beautiful TVC out of it.”

TVC shows a person working in a government office signing his insurance papers with a smile on his face. As he gets ready to go home, he collects his tiffin box and briefcase, and rides out on his scooter, buying some peanuts on the way. While driving down the bylanes of the city, he takes a detour out of town, to a lonely, rocky place. In fact, the place very much resembles dacoit Gabbar Singh’s den in ‘Sholay’. Sure enough comes the association when the ‘sarkari babu’ perches on his scooter, nonchalantly munching on the peanuts and calling out to ‘Gabbar’, challenging him. The ad ends with the voiceover stating: ‘Atma Vishwas Ki Nayee Taaqat’, emphasising on the confidence that a Sahara Life Insurance gives the common man.

Anurag Chhabra, VP, PerceptH Lucknow, said, “We knew that it was a tough task and the challenge was to convey a message that was not only clutter breaking, but also relevant for insurance as a product. The humour used is not in your face, but subtly gives you the entire message. The use of Gabbar also helps in brand recall. As a category, I think ‘self confidence’ fits in extremely well and will definitely have a bonding with the TG. I must also admit that the client had faith in us and must congratulate Abhijet Sarckar for his decision and conviction.”

Flying Saucer’s Pushpendra Misra, who has directed the TVC, said, “The script is based on the goofy side of self-confidence. The idea has inherent humour in it – challenging Gabbar, the iconic Indian villain. To the staging, I added the ‘speaking while having peanuts’ bit. That makes the protagonist very much at ease in his body language. We shot this commercial in an old arts college building in Lucknow. The Chambal part was shot in the rocky part of Gwalior. The art direction has been kept very real. The cinematography has been done by Sanu Verghis. We decided to take the route of active realism. I also got to shoot and celebrate my home town Lucknow.”

Rizwan Siddiqui, Creative Consultant, Sahara Corporate Communications, who conceptualised and scripted the TVC, said, “At Sahara Life Insurance, the brief was quite clear – to create a buzz in the very crowded life insurance market. So, we thought it’s a juicy full toss, every player is up close. Let’s hit a six. Because you know self-confidence can always make you a man of the match.”

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