Tata AIA Life Insurance says protect future of families as well as the planet

The Rakshakaran Hero campaign TVC, conceived by FCB Ulka, will run on TV, Digital and Outdoor platforms for a month during the India-Australia Cricket Series

e4m by exchange4media Staff
Updated: Jan 27, 2020 2:22 PM

Tata AIA Life Insurance has launched the Rakshakaran Hero campaign to address the twin concerns of green cover depletion and lack of Life Insurance penetration in the country.

The campaign breaks with a new brand film, conceived by FCB Ulka, which inspires consumers to protect the future of their families as well as that of the planet.

It highlights the pledge that the company has made towards planting a tree for every Tata AIA term policy bought.

An extension of the brand promise of Tata AIA, Rakshakaran Ki Reet, the TVC highlights the larger purpose that buying a term policy serves.

Speaking on the campaign, Rishi Srivastava, MD & CEO Tata AIA Life Insurance said, “Financially securing families while protecting the environment blends our purpose with a larger societal goal. We celebrate our policyholders for championing this cause and taking the firm step of protecting their families and everyone’s collective future by protecting the environment. The Rakshakaran Hero campaign film celebrates our policyholders as the real Rakshakaran Heroes who earn the love and adulation of many, especially children, whose future they protect.”

“With mounting concerns over fast-degrading quality of air and waning green cover, we feel we must play a proactive role in countering the ill-effects. I am proud that our campaign has hit the right chord with the consumer as they promise a cleaner, brighter future to our coming generations,” he added.

The TVC will run for a month during the India – Australia Cricket Series. It will be seen via TV, Digital and Outdoor platforms.

Keigan Pinto, National Creative Director, FCB Ulka, said: “It is a moment of immense pride for us to have our partners, Tata AIA Life Insurance, do their bit to make the planet greener, healthier and more sustainable. But it is no surprise when it’s a Tata group company. Creatively, we wrote a story about our protagonist getting appreciated, thanked and hugged not just by his own kids, whose future he just protected by buying life insurance, but by a bunch of over 30 happy kids from diverse backgrounds, who eventually create the really big, warm hug. What an experience it was. Kids, who represent our future, showing affection for a Rakshakaran Hero who just protected their collective future. We are grateful, once again, to our partners Tata AIA Life Insurance for supporting what we believe is a good creative for a noble cause.”

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