ING Vysya Life Insurance had announced itself as a national brand with its ‘Mere Farz’ campaign in 2007. The campaign helped ING Vysya life Insurance establish itself as a brand helping people fulfill their responsibilities.
Cut to 2008. The new TV campaign created by Rediffusion DYR has a strong understanding of today’s consumer and generates a positive reaction, thus building the desired brand image.
Commenting on the TVC, Minakshi Achan Regional Head-South, Rediffusion DYR, said, “The brief was to take ‘Mere Farz’ to the next level. We cracked a disruptive execution idea that would ensure that ING Vysya Life Insurance wouldn’t get lost in the typical shiny happy category advertising. Anybody who is at any of the lifestages shown in the film will connect with the situations. The brand message of family responsibility is communicated in a light and refreshing tone and manner.”
Amit Gupta, Director-Marketing & Communication, ING Vysya Life Insurance, said, “The current film is based on the theme, ‘ING Vysya Life (IVL) helps you experience the joy of your responsibility’. We realise that there are cherished moments of happiness in one’s life, like a wedding, the birth of a child and admission of your child into a prestigious college. These moments of joy also bring with them the realisation of the financial responsibility towards your loved ones. IVL helps people plan and fulfill their responsibilities enabling them to enjoy the moment.”
The first situation shows a man getting married. The moment his bride puts the garland on him, the man sinks into the ground about a foot or so, looking bewildered and hapless at that ‘sinking feeling’ of additional responsibilities of a family post-marriage.
The next situation shows a young girl happily running to her father, sitting in a car, to give him the news about her admission to a top-rung college. The father is beside himself with joy, but euphoria suddenly turns to that ‘sinking feeling’ when he realises the additional financial cost of higher education. This time the car sinks a foot into the road.
The third situation is that of an all too familiar scene of a new dad being handed over his little bundle of joy. With the baby comes a host of demands and responsibilities that pushes the doting father a foot into the floor.
At this point in walks the ING Vysya Life Insurance advisor, who saviour-like, suggests various finance options to offset the additional responsibilities. VO: ‘Kahin khushiyan bojh na ban jayein. Isiliye life ke har kadam par ING Vysya Life Insurance ke saath apna farz nibhaye’.
“The TVC is breaking on January 15 across all news and entertainment channels. We will be doing print ads with the product launches soon. Online advertising will break in four days time, which will include banner advertising. The outdoor ads will break in a week’s time,” informed Gupta.
He further said, “The key challenge was to look at a connect with consumers. We needed to capture the brand essence. We developed the IVL brand ‘blueprint’, which distilled out our unique positioning and personality going forward. We crafted IVL’s brand essence which is ‘Experience the joy of the responsibility’. We are targeting the 25-44 age group.”
The production house behind the TVC is Soda Film.