Canara HSBC Oriental Bank of Commerce Life Insurance rolls out new brand campaign
The brand launched specific TVCs with the tagline 'Promise Kiya! Ab Plan Karo' catering to Child Future Insurance Plans, Retirement Insurance Plans and Online Term Insurance Plan
Private life insurance player Canara HSBC Oriental Bank of Commerce Life Insurance have rolled out a new brand campaign “Promise Kiya! Ab Plan Karo” for 2018-19. The essence of the campaign emanates from the company’s brand essence ‘promise’ and the tagline “Aapke Vaade Sar Ankhon Par”.
The new ad campaign aim at providing awareness and the importance of proactive planning for right solutions with respect to financial needs for retirement, child future and unforeseen circumstances.
The campaign primarily cuts across all target groups and age bracket between 20-55 years, while talking about individual protection plans, child future plans and retirement plans. The campaign also intends to provide brand awareness for customers of its partner banks and in open market. The campaign will be aired on leading television channels across entertainment, movies, infotainment and regional genres and as well on various digital and social media platforms.
The Child Future Insurance Plan TVC opens with a shot of father and son with the father browsing through an I-pad and son reading the newspaper. Corresponding to shot father tells son “Mehengai Dekho - Mein 10 ka petrol dalvaata tha”, on this the son replies “Haan aur mein 20 Ka” after which the camera shifts to the young grandson with a toy rocket in his hand questioning his dad “Mere rocket mein kitne ka petrol dalega? Apne hi to PROMISE kiya tha ki mujhe astronaut banaogey”. Following this the brand proposition is played in the background - “Promise Kiya! Ab Plan Karo” – Child Future Plans from Canara HSBC Oriental Bank of Commerce Life Insurance. Astonished, his dad takes his father’s I-pad to explore Child Future Plans on the company’s website.
The Online Term Insurance Plan TVC starts with a husband watching cricket match on TV and his wife steps in with a laptop in her hand blocking his view to show the insurance plan options. On this, the husband takes the laptop while saying “Life Insurance? – Baad mein yaar” to which wife says “But you promised”. Husband ignores and continues watching the match saying “Relax, Mein bi iski tarah na lambi innings” after which a player suddenly gets bowled out and the husband goes speechless. Following this the brand proposition is played in the background- “Promise Kiya! Ab Plan Karo” – Online Insurance Plans from Canara HSBC Oriental Bank of Commerce Life Insurance. After this husband quickly grabs laptop to find out suitable Online Insurance Plans given on the company’s website.
Launching the brand new TV campaigns Anuj Mathur, Managing Director and Chief Executive Officer, Canara HSBC Oriental Bank of Commerce Life Insurance said, “Life Insurance is not just merely a product; it is a promise which a loved one makes to someone whom they want to be secured for life and get all aspirations fulfilled. We at Canara HSBC Oriental Bank of Commerce Life Insurance value the promises of our customers and intend to partner with them in this journey of fulfilling promises."
Unveiling the second leg of brand campaign, Tarannum Hasib, Chief Distribution Officer, Canara HSBC Oriental Bank of Commerce Life Insurance said, "Our brand campaign in January, 2018 marked a phenomenal response from our audience where we had launched our new brand essence “promise” and our tagline “aapke vaade, sar aankhon par”. Now with “Promise Kiya! Ab Plan Karo”, we want to inspire audience to plan proactively to fulfil the promises to their loved ones and how we can partner with them in this journey. "
Agency: Leo Burnett, Delhi
Director: Amit Satyabeer
Copy and Art /director: Arjuna Gaur & Raj Girdhar
Account Management: Neha Kapoor
Production House: Prodigious
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