In an attempt to break through the clutter in the insurance segment, Aviva Life Insurance is launching a new campaign, titled Multiroles, which highlights the role of a father as a protector of the family. The campaign has been conceptualised and created by BBDO India.
Since 2008, the theme focus of Aviva has been educational needs of a child to secure his/her future in an attempt to capture the child space within the insurance segment. This focus has now been revamped and relooked. However, maintaining a steady hold in the child space, Aviva has taken it a step further with a holistic view of this category by highlighting the father not only as a provider or insurer for future education, but also as the protector in the life of a child. The brand believes this approach will act as a differentiating factor, separating Aviva from other bands.
The TVC, which features brand ambassador Sachin Tendulkar, breaks across channels from February 7, 2012 and highlights fatherhood as a celebration in an attempt to connect with the target audience, which is parents with children aged 0-14 years.
Josy Paul, Chairman and Chief Creative Officer, BBDO India, explained, “We were looking at an idea that would encapsulate both child space and insurance beautifully and include elements of our past, which is education and insurance elements, to which we continue to be committed. We didn’t want to lose our campaign, ‘Education is Insurance’, but we wanted to move into the protection space as well, because insurance products are more than just educational products, so we were looking for a relationship for a human feeling that is bigger than education and that for us is fatherhood. The whole fatherhood space includes education, the role of a father is a role of a protector, educator, playmate, provider and so many other roles.”
Adding to this, Gaurav Rajput, Director - Marketing, Aviva, said, “If you look at most of the brands today, they come from a spectrum of fear. We have never looked at protection from the aspect of fear, we have instead looked at it from an aspect of celebration, you want your child to continue having the same good times he is having today, and hence, we believe that our products can help you, which is a slightly different but quite significant. In other words, we are quite significant in the way we approached the campaign. Also, because we are always looking at it from a child’s perspective and how our brand influences his life, makes it more forward looking and positive.”
The 360 degree campaign has a dominance of television, capturing 50 per cent of the spends, 15-20 per cent of the spends are for the digital domain, while the balance is distributed among other mediums, including radio and OOH.
“The track lends itself very well to television. What we are looking in terms of a significant push is online; I think the whole digital space has evolved tremendously over the last couple of years. This is a big opportunity for us as we have a very good product on the online space, which is linked to protection, called ‘Aviva i Life’ and that clearly addresses the need we are trying to bring out in this film. Our target audience is highly operative on social media, where we have a very strong platform. Our ‘Education is insurance’ Facebook page has 170,000 people who follow it, which is one of the largest insurance pages you will find. So, we hope to utilise that to the fullest,” shared Rajput.
The brand also hopes to tap into the subject of fatherhood as a tool for activation and engagements, such as debates and discussions in order to make the campaign more appealing and reach out to a larger audience.