In a bid to reposition itself, MetLife has launched a new ad campaign, which primarily uses television media. The new brand communication, designed by McCann Erickson, strives to Indianise MetLife’s brand positioning as a life insurance player that offers ‘Peace of mind guaranteed’ as the key proposition to its customers.
The campaign has some industry heavy-weights involved in it, starting with the creative ideas of Prasoon Joshi. The TVC has been directed by well-known ad filmmaker Pradeep Sarkar. The 45-second TVC seeks to appeal to different regional customer segments through a catchy jingle, the music for which has been composed by Rajat Dholakia and sung by popular playback singer Udit Narayan.
The campaign broke on January 25, 2008 across all news and entertainment channels.
Pankaj Raj, Director-Marketing, MetLife India Insurance Company Ltd, said, “The brief we gave to the agency was that we needed to have a brand appeal to extend across the length and breadth of the country. We wanted to make the transition from meeting life to celebrating life. Another brief was that we wanted to ‘Indianise’ the MetLife brand in the country. We believe that consumers buy insurance for their peace of mind. This became the advertising tagline of the TVC.”
The TVC depicts the carefree feeling one has when he/she knows that that their future is taken care of. The film shows the head of a family being able to enjoy the little joys of life like kicking around a football, or playfully imitating his wife’s sneeze, or horsing around with an ice-cream vendor’s cart, and even trying a sleight of hand at a game of chess. All this is possible because of the insurance cover provided to him and his family by MetLife. The film ends with the line stating: ‘Join the 70 million customers worldwide who trust MetLife Group for their peace of mind’.
Raj said, “The message that we have tried to convey through the campaign is to show a new age confident Indian in all walks of life, and the reason they are confident is because of the peace of mind that MetLife provides them.”
Raj further said, “We are doing the campaign with a 360-degree approach. The TVC broke on January 25. The print, outdoor, Internet and radio campaigns will break next month. We are also doing a lot of innovative on-ground promotions to activate and bring alive the ‘peace of mind’ proposition for Indian consumers.”
Debashish Paul, Senior VP & General Manager, McCann Erickson, said, “The brief we got from client was to generate awareness about how MetLife’s offerings were connected to ‘peace of mind’. We wanted to give the brand an all-India connect across different age groups. The primary target audience is men, who are primarily in their 30s.”
“The insight is people feel restricted. If you have got that peace of mind, which is what MetLife promises, you will be free of pressures and constraints. There is a whole expression of joy and participation in the film,” added Paul.