After intriguing the nation with their ‘Kya aapko KILB hai?’ teaser campaign, Aegon Religare Life Insurance is back with a new TVC, again featuring versatile actor Irfan Khan, for their Pension Plan. The ad stresses on being future ready when inflation would push up prices much beyond today’s comfortable affordability.
The campaign has been conceptualised by Contract Advertising, produced by Apocalypso Films, and directed by Pradeep Sarkar of ‘Parineeta’ and ‘Laaga Chunari Mein Daag’ fame. The TVC broke across all channels on January 5, 2009.
The campaign will be on air for six weeks and spans various media platforms like television, print, outdoor (such as hoardings, bus shelters, etc.) and the Internet, with a budget of approximately Rs 10 crore.
The TVC shows Irfan Khan as an elderly man aghast at the extremely high prices of daily use products and services – be it at a petrol pump or supermarket or traveling in a bus. Cut to a younger Irfan stressing that such exorbitant prices were likely 20 years later, when a person was no longer young or employed. Hence, it was imperative to save a little every month today itself to avoid such shocks post-retirement.
Pradeep Pandey, Director Branding and Communications, Aegon Religare Life Insurance, explained, “The brief we gave to Contract was that the communication should help the consumer know how much his pension should be and maintain his standard of living. Saving should be in line with one’s salary.”
He added, “The campaign’s objective is to drive home the point that cost of living would go up in future. Thus it is important to know how much pension one would need to maintain one’s current standard of living in future and how much one needs to save today to have a comfortable life ahead. This campaign is in line with our brand philosophy of planning ahead for a better life.”
Yateesh Srivastava, Chief Marketing Officer, Aegon Religare Life Insurance, said, “The opportunity for retirement solutions is huge. Today, lifestyles are different and social norms are changing. As a society, we are becoming more nuclear, hence people wish to reduce their dependence on their children post-retirement. Given the increasing life expectancy, it is imperative to plan effectively. Despite these factors, even today only 13 per cent of India’s workforce is covered by some kind of retirement or pension plan. The objective of the campaign is to make consumers realise that saving systematically for retirement is as important as earning for today and provide them with definitive solutions.”
Raghu Bhat, Senior CD & ECD, Contract Advertising, said, “The brief was the basic objective to make people consider pension as an investment. Young people don’t think of investment. The task was to make them to visualise the future. We wanted to tell them ‘kal ki mahengayi ke liye aaj se karo tayari’. Inflation is a never ending phenomenon and cost of living will shoot up phenomenally.”