Royal Sundaram and iProspect India change the meaning of gifting in their campaign
#TheUnusualGift campaign consists of three digital films
iProspect India, the digital performance agency from Dentsu Aegis Network, has created a digital campaign for Royal Sundaram General Insurance Co. Limited. The two-decade-old company, through it’s first-ever campaign #TheUnusualGift, aims to change the perception related to gifting.
With most insurance companies emphasising on fear while selling their products, Royal Sundaram and iProspect took a different path to push the envelope a bit further and make people rethink about what makes a perfect gift. Through this campaign, the brand wants to talk about the unusual gift that truly symbolises love and care.
The first film, featuring a couple, highlights how in today’s busy life one can forget about the little things in life. However, it does make a point that though one is busy, he/she is aware of each other’s choices. While the wife packs her husband’s favourite dish, the husband gifts her an insurance policy to show his love and commitment towards her.
Similarly, two more digital films – about siblings and parents - were released looking at different scenarios.
Commenting on the campaign, Krishna Kumar Revanur, VP-South, iProspect, said, “Health is wealth, and the ability to afford best medical care is a luxury in times of spiralling medical costs. The communication of #TheUnusalGift fits perfectly in today’s fast-paced life. It is thought provoking and persuades the audience to do it for their loved ones. A gift doesn’t have to be in a box always. With #TheUnusualGift, we want to break stereotypes and want our audience to look at insurance and the novelty of the assuring gift in a different light, as we continue to change perceptions.”
T M Shyam Sunder, CIO & Country Head – Retail Operations, Customer Service & eBusiness, Royal Sundaram, said, “With over 5 million customers already across India, through this campaign, we want to reach out to more people in today’s digital age. After being in the market for close to two decades, we launched our first-ever campaign with iProspect, as we loved the concept of #TheUnusualGift. A health insurance is an ‘unusual’ gift to our loved ones, so that they can enjoy life without any financial anxiety in their mind. The tag line ‘Kaun kehta hai ki tohfa sirf gift box mein aata hai’ conveys exactly how we wanted everyone to rethink about health insurance as an unusual gift that has a utility value that keeps reaping benefits over the years and it’s a great investment plan that one can gift to their loved ones.”
The digital campaign is running across social media platforms.
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