ING Life Insurance has launched three television campaigns targeting Tamil Nadu, Andhra Pradesh and Karnataka. The three different campaigns, with three different casts for the three states, went on air in Karnataka and Tamil Nadu on January 5, while the campaign will break in Andhra Pradesh on January 10. ING is planning a high decibel marketing blitzkrieg over the next six weeks starting January 5.
The campaigns have been launched keeping in mind the first quarter of the year, which is considered to be the biggest quarter for the insurance sector as sales pick up well in these three months.
Amit Gupta, Director - Marketing, ING Life, explained, “In these three months, the purchase decision is made in favour of the brand, which improves sales. Apart from helping building the brand, these campaigns are good for strategic and tactical purposes. The whole objective of the campaign is not only to improve brand awareness, but also to ensure that we break the clutter.”
Besides the TVCs, ING Life is also planning a slew of BTL activities, bus backs and outdoor hoardings.
In the Kannada and Telugu TVCs, the festival of Ugadi has been used as the backdrop to illustrate inculcation of traditions. The Kannada TVC shows a father explaining to his child that ‘Bevu-Bella’, with its sweet-bitter taste, symbolises the fact that life is a mixture of different experiences, which are to be accepted. In the Telugu TVC, the father stresses the same message to his child using the same Ugadi festival as the backdrop. The brand message reinforces the importance of culture and traditions, while the role of the brand is seen as an enabler of parental responsibilities.
ING is planning high visibility in regional channels to drive mass appeal. The ad will be aired in all the leading channels in Karnataka and Andhra Pradesh. ING has also taken print ads in leading dailies.
In the Tamil TVC leverages the festival of Pongal, which symbolises ‘new beginnings’, to deliver the message that the festival of new beginnings is an opportune time to begin planning for the child’s future.
In all the three TVCs, the brand message reinforces the importance of culture and traditions and the role of the brand is seen as an enabler of parental responsibilities.
“We are bringing the role of the brand as the enabler of parents’ responsibility. The message is centered on the backdrop of the festivals and reinforces the brand message,” Gupta added.