Tata AIG Life Insurance Co Ltd (Tata AIG Life) has released the first of a series of a new communication campaign that reiterates the importance of inculcating strong values and foundations by parents amongst their children. The crux of the communication leverages a strong insight that when the Foundations are right, the future is protected.
The new TV commercial, conceived by Bates India, starts with a family on a breakfast table. When the child on the table is served his breakfast, the father suggests to his child to say, “Thank you” to the domestic help who has served him. When the child hesitates, the father reiterates that the child should say, “Thank you”. Finally the child does, and the commercial goes on to say that, “You make the right start of teaching your kids, we will protect their future”.
As a pre-cursor to the launch of this campaign, Tata AIG Life has also conducted on-ground programs to reinforce the importance of Protection and Healthy Living activities amongst school children.
Swiss Re, in a recent publication (Swiss Re Mortality Protection Gap: Asia Pacific 2011) have highlighted that the Mortality Protection Gap in India exceeds US$ 6.6 trillion. Announcing the launch of the campaign, Vijay Sinha, Senior Vice President & Head of Marketing of Tata AIG Life said, “Our core competence is in the area of managing an individual’s financial risks by developing relevant, compelling and differentiated protection-centric products to meet this staggering Protection Gap in India. In line with our core competence, we at Tata AIG Life have always prominently echoed the need to create a sound and steady future by building and nurturing a strong financial foundation. This very principle is at the heart of our latest communication.”
Commenting on the creative idea, Sonal Dabral, Regional Executive Creative Director & Chairman (India), Bates, said “If we look at the world around us today, with its rampant consumerism, the thought of the fundamental values passed on to us by our parents eroding in the near future is quite scary. The ‘Thank you’ film is relevant in such times not only from a brand point of view but also from a social point of view. Inculcating the right values in our children, in today’s fickle times is what will help our nation achieve her true potential in the coming years. The idea of imparting the right fundamental values, along with the opportunity of engaging the consumers in a relevant manner is what is most exciting about this campaign”.
Vikrant Ramachandra, Vice President, Brand Marketing, Tata AIG Life, said “The Tata Brand has always stood for strong values with the right Foundation. An Insurance Plan is indeed a foundation of any Protection Plan. This Brand communication program leverages the importance on the ‘foundations’ of building a strong Protection plan.”