Tata AIG Life Insurance has launched a new commercial titled ‘A new look at life’. The idea attempts to make the viewer feel and see the future. Rajiv Raja, Executive Creative Director, Bates David Enterprise, has worked on the commercial. Equinox Films has produced it, while Ram Madhvani has directed the film.
On the strategy and the thought process of the new commercial, Joydeep Roy, Chief Distribution Officer, Tata AIG Life Insurance, said, “This script attempts to address the one insight fundamental to the way our customers interact with, and consume insurance – the inclination to postpone the insurance or investment decision. The script explores this very behaviour of our customers and attempts to bring to his attention the consequences of postponing his decisions. We make a case to re-emphasise that procrastination is indeed the thief of time. Thus, we aim to deliver the Tata AIG promise of ‘A new look at life’.”
The creative execution utilises the device of reverse ageing. The film begins with the close-up of the face of an old man who would be around 80 years old. As he looks into camera we hear his mind’s voice, which lists out all the ‘if onlys’ in his life. The old man progressively gets younger as his face reflects myriad emotions as he reacts to his thought processes.
His face seamlessly and subtly changes from that of an 80-year-old to a 70-year-old to a 60-year-old and so on, until he is around the age of 30, wherein he is seen in the present as a successful executive seated in his office. It is then revealed that the entire sequence was a flash-forward of all that that could take place in his future life. A moment of blinding truth about the future convinces him of the need to make his insurance decision at the present moment. He then puts forth the question, ‘Would you like to look back at a life tinged with regret, or look forward to a life of hope and promise?’
The campaign kicks off with a two-month burst across TV, print, radio and out-of-home media.