LIC has launched a new campaign highlighting its Pension Plans. Conceptualised by Mudra Communications, the new TVC, titled ‘Statue’, revolves around the growing standards of living of an average Indian today and the challenges of maintaining the same comfortable lifestyle after retirement. The ad film has been produced by Corcoise Films.
Elaborating on the campaign objective, Bobby Pawar, Chief Creative officer, Mudra, said, “The communication objective was to highlight the fact that with LIC’s Pension Plans, life remains unchanged post-retirement. The client’s brief was very simple: they wanted people to think LIC when they thought about pension plans. But the key point that they mentioned was to tackle the issue in a way as to create something clutter-breaking and not show the typical happy times in an old-age scenario, which became the creative springboard for the team.”
The TVC revolves around a young middle-class family, which helps contemporise the brand among key audiences. The film begins with a little girl, who is ordering things around her house to become motionless as she plays the popular game of ‘Statue’. The child’s innocence is evident here because she really hopes that nothing around her will change if she makes everything a ‘statue’. The film ends with the voiceover stating: ‘LIC Pension Plans - Taaki retirement ke baad kuch na badle, kuch bhi nahin’.
The overall investment for making the commercial was in the region of Rs 45 lakh. Corcoise Films’ Sainath Choudhury, who directed the commercial, said, “The pressure was on us to do a child-based film that was fresh, considering the plethora of such films that the ad world has seen. Casting has a big role to play in it.”
For Choudhury, the film had a nostalgia factor as he reminisced, “Unfortunately, the day we were supposed to shoot, Mumbai was attacked and we had to postpone the shoot. Finally, three days later we shot, but the Taj (Mahal Palace & Tower Hotel) was still under fire and I remember alternating between the TV (where NSG commanders were being air dropped) and the film monitor. It was all very tense.”
The film will be supported by virals, while the creative idea being adapted to other mediums are still being worked upon. The campaign will be seen on-air for the next two quarters.