Taking inspiration from the paranoiac character in the Bollywood classic ‘Albert Pinto Ko Gussa Kyon Aata Hai’, Iffco-Tokio General Insurance has rolled out a new campaign, which aims to show ‘Albert Pinto Kyon Muskura Raha Hain’. Conceptualised by Publicis India, the TVC will break on October 15 on all national channels. The TVC features versatile actor and Iffco-Tokio brand ambassador Paresh Rawal.
Publicis India had earlier won the Iffco-Tokio General Insurance account following a multi-agency pitch, which had also involved McCann Erickson and RK Swamy BBDO, among others. Publicis India won the account with the creative idea of ‘Albert Pinto Kyon Muskura Raha Hain’, an extension of the brand proposition of ‘Muskurate Raho’.
Shiven Surendernath of Big Picture Company has directed the TVC, while Publicis India hands NCD Emmanuel Upputuru and Creative Director Vishal Chemjong were among those who worked on the TVC.
Elaborating on new campaign, NK Kedia, Director-Marketing, Iffco-Tokio General Insurance, said, “The idea presented by Publicis about Albert Pinto is in line with our brand objectives. Since Iffco-Tokio is a pan-India brand, we wanted to appeal to the masses and Paresh as Albert Pinto was a perfect fit. We are confident that the ad will strike a chord with the people.”
With this campaign, Iffco-Tokio wants to reinforce the necessity of ‘Muskurate Raho’ amongst the Indian populace in the light of risks and tensions. Albert Pinto will be seen in the main brand film and also in the advertisements of other general insurance products of the company, including motor, health, and home, among others.
Emmanuel Upputuru explained, “The starting point of the campaign was that engulfed in tensions of life, we often forget the necessity of a smile. Acknowledging this fact, we embodied Albert Pinto, a paranoiac character, and hence Paresh Rawal was in sync with the creative idea. In the TVC, Rawal a.k.a Albert Pinto is shown as a petrified character who gets perturbed at the drop of a hat. However, his tryst with Iffco-Tokio leaves him bereft of the fears of life.”
The TVC shows how worrying about his TV, fridge, car, etc., have left Albert Pinto a very worried man, who has forgotten the joys of life. But after availing of Iffco-Tokio General Insurance’s services, he is a much changed man, even taking his family on a vacation without fearing for his worldly possessions.
Talking about promotional activities, Upputuru added, “We have resorted to ‘345 initiative’ to promote this campaign to generate higher visibility and better recall for the brand.”