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'Strong foundation' missing in Tata AIA's latest campaign

24-July-2012
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'Strong foundation' missing in Tata AIA's latest campaign

With an aim to instill the strong insight that if the foundation is strong, the future is protected, Tata AIA Life Insurance Company has released its third television commercial. Called Admission, it reinforces the importance of values and foundation necessary for a secure future.

The creative agency behind this campaign is Bates Asia.

Vikrant Ramachandra, Vice President and Head – Brand Marketing, Tata AIG said, “A brand must reflect the ideology of its genotype and it has got to be consistent across executions. This third film, in the series, does that. The emphasis across executions has been to portray real and believable situations that are of high concern to parents.”

The film kicks-off with a scene where parents come to seek admission in a school for their son and the principal asks them if they have applied to other schools as well. The mother of the child hesitates and is uncertain about what to say. At this point, the father emphatically states that they indeed have applied to three other schools and could not procure an admission. The principal then acknowledges the honesty of the parents and addresses the child by saying that he is likely of getting the admission.

Sagar Mahabaleshwarkar, National Creative Director, Bates 141 said, “When you hit upon a good idea, it’s always easy to write magical stories around it. This is the third film, after Thank You and Touching the Feet, idolising the brand philosophy that inculcates different values and manners in a person. This TVC pushes life values of honesty and transparency. Additionally, we plan to promote the TVC through a 360-degree campaign.”
 

Industry speaks
KS Chakravarty, National Creative Director, Draft FCB-Ulka said, “I like the TVC, though apart from being a school situation parents can relate to, the actual connection being made seems nebulous. I think it will strike a chord as parts of the craft and execution of the TVC are very good.
Score: 6 on 10

 

Priti Nair, Director, Curry Nation said, “I think it is a sweet commercial. I like the casting and sound design. Even the story-telling is very well handled. The performances are also really nice. The kid is well controlled in his behaviour. I only have a problem with the link to the brand or the product offering. I really did not get what is the product in connection with this particular TVC. The brand is not central to the story.
Score: 5 on 10

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