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JWT gives Tata AIA Life a brand makeover

22-January-2015
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JWT gives Tata AIA Life a brand makeover

J. Walter Thompson’s new campaign for Tata AIA Life, ‘Daddy aur Zooey’ gives the brand a complete makeover. The new campaign from the brand redefines Life Insurance by reminding everyone of a simple truth – ‘We live for the good of our loved ones’—a sentiment that’s the heart of life insurance, but often forgotten in the cluttered category, the agency said.

Storyboard

The campaign breaks with a 4-minute film, ‘Daddy aur Zooey’- a story of a father and son, the unique relationship they share.
This video shows how a father attempts to become a superhero in the eyes of his son, and how proud a father feels when a child recognizes him as a hero.

Watch the video here:



“It's a proud moment to be part of rebuilding, redesigning a Tata brand from ground up. The film has a unique look and feel to life insurance that makes it more now, approachable and people friendly. And with all hope to greater success”, says Anirudh Verma, VP & Senior Creative Director at JWT.

The campaign

“Daddy aur Zooey” will be premiered on TV as the first branded short film by an Insurance company. It will be also released as a shareable Internet film on YouTube and promoted under the social media handle #daddyaurzooey. The Original Soundtrack from the film ‘Tu Hai Mera’, will be aired as a full-length song for radio listeners. The film has been produced by Boot Polissh Films.

Part of a three-phased integrated campaign that includes a series of light-hearted films, ‘Daddy aur Zooey’ marks the launch of a bigger brand philosophy, ‘making good happen’- a promise to protect the good in people’s life, no matter what. The campaign also sparks a complete revamp across all media touch points and a much stronger brand identity to make insurance more human, more friendly, more every day.

The campaign also attempts sparks a complete revamp across all media touch points and a much stronger brand identity to make insurance more human, more friendly, more everyday.

Makers speak

“Insurance is perceived to be cold and transactional. And we hope to change that. The makeover is a relentless pursuit of past nine months to bring out the inherent goodness that lies within the category”, says Charu Bhatnagar, VP & Client Servicing Director at JWT.

“At its purest, life insurance is nothing but doing the right thing for the people we love. We are surrounded with stories of things people do for the good of our loved ones. Somehow, we just keep forgetting them. The campaign goes back to the basics to remind us – apno ka accha, yehi hai life insurance”, concludes Chirag Bhasin, AVP & Senior Creative Director at JWT.

Commenting on the campaign, Ravi Vishwanath, Deputy CEO, Tata AIA Life said, “Making Good happen for our customers, partners, shareholders, and employees is why we exist.  Our campaign tells a simple truth well, but in a fresh way.  I am grateful to the amazing JWT Delhi and Boot Polissh Films teams for translating our vision into this campaign, which is a labour of love.”

CREDITS:

Writer Chirag Bhasin, AVP & Senior CD
Art Director Anirudh Verma, VP & Senior CD
Account Management Charu Bhatnagar, VP & CSD
Planning Shujoy Dutta, VP & EPD
Production House Boot Polissh Films
Director Shujaat Saudagar
Producer Ashit Ghelani
Music Clinton Cerejo

 

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