Aviva Life Insurance has launched a new campaign titled ‘Kal Par Control’. The new commercial features Sachin Tendulkar establishing the new brand thought. Publicis India is the creative agency. Nima DT Namchu, Senior Creative Director, Publicis India has worked on the campaign, while Soojit Sircar of Red Ice productions has directed the film.
Over the past years, Aviva has stood for empowerment, expressed as ‘Kal Par Control’ and as a natural progression the brand will now focus on the effect of empowerment, which is, living life spontaneously and freely today.
Speaking on the thought process, an official communiqué said, “The genesis of this campaign was the consumer insight that the uncertainties and worries about the future restrain you from enjoying your today and living freely and fully. Aviva can help you plan finances for your future needs so that your mind is tension-free and you can live life ‘khul ke’ today.”
The communiqué further said, “The film aims to establish the new brand thought and Sachin was a natural fit as his game embodies playing it ‘khul ke’.”
The film has a refreshing treatment, where one Sachin takes you through his and brand’s philosophy of life, about living tension-free and living life ‘khul ke’, while another Sachin is doing just that with a bunch of kids on the beach.
“There is an exuberance in the film, a sense of being set free, liberated. And that is really what the brand promise is.” the communiqué stated.