In the last few months, insurance advertisements have seen a change, they no longer believe in scaring people, but concentrate more on educating them. Companies like Tata AIG, HDFC Life and Birla Sun Life, started this interesting format of dealing with emotional issues like autism, young girl with an artificial leg and a puny dad in their long format ads. The stories highlighted that unfortunate incidents don’t come by knocking at your doorstep, but if you are well-prepared for it, then life becomes easier. The latest one to join is the oldest player in the insurance sector, Life Insurance Corporation of India (LIC) with their two new TV commercials executed by two different agencies- J. Walter Thompson and RK Swamy BBDO.
The one done by J. Walter Thompson is where LIC has partnered with the Government of India on three key initiatives- ‘Swachh Bharat Abhiyan’, ‘Beti Bachao Beti Padhao’ and ‘Housing’ for all by 2022. It was a task for the agency, as three big initiatives had to be weaved into one storyline. Commenting on the film’s central idea, Hanoz Mongrelia, Executive Creative Director, J. Walter Thompson said, "From a creative ideation point of view, LIC’s hand logo just seemed like a logical starting point. It was the common factor for all three initiatives. Plus, it made sense to show giant hands building a nation. Since action always speaks louder than words, it was decided that we will metaphorically show giant hands participating in the three noble initiatives. The beneficiary of this was shown to be a charming little girl, who witnesses the transformation that the hands bring about.”
The agency briefed that while the entire idea looked very simple on paper, execution was quite a task. The live action portions were shot first and the hand movements were choreographed and shot separately in the studio. In the final stage, everything was matched and merged to bring the film to life. It is a smart move by LIC, because when the entire nation is talking about issues like ‘Swachh Bharat Abhiyan’, ‘Beti Bachao Beti Padhao’ and ‘Housing’, it makes sense to join hands with the government. Given the connect the brand has with people’s emotions and aspirations; LIC is well poised to leverage that connect and extend its support to Government of India’s key initiatives. Commenting on this, Niraj Agarwal, Executive Director (CC) of LIC said, “LIC has always contributed substantially towards development of infrastructure in India and our commitment to development of housing, development of girl child and clean India campaign is reinforced by this campaign.”
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The second film titled ‘Life Set Hain’ conceptualised by RK Swamy BBDO targets youngsters and urges them to consider a career as LIC agents. As the target audience is both male and female, it has come out with two versions with a female and male protagonist giving the voice-over. The ad talks about how LIC agents are not bound by any deadlines and undue work pressure, it is a job where you can earn on your own terms. Commenting on the objective behind the film, Gautam Pandit, Senior Partner and Executive Creative Director, R K Swamy BBDO said, “The objective of the film is to convince educated youngsters to become LIC agents as it’s a good career option and they can now work and earn at their own terms. “
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This is a fresh attempt, where LIC instead of speaking of the different plans it has, targets the youth, to show them how being an LIC agent is also a viable career option. For the record, in 2014, LIC had empanelled seven agencies including R K Swamy BBDO, DDB Mudra, FCB Ulka Advertising, J. Walter Thompson, Crayons Advertising, Rediffusion Dentsu Young & Rubicam and Prachar Communications to handle the media duties.
The problem in India is that people procrastinate the buying of insurance because they have the feeling that they are going to live forever. Even though, it is too early to comment, but it seems like, with more interesting and innovative advertising in this sector, things will go in the positive direction.