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Trendspotting: Insurance players bullish on advertising in 2015

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Trendspotting: Insurance players bullish on advertising in 2015

If the beginning of this year is any indication, it looks like the otherwise dormant, and unpopular insurance advertising space is aiming for a much larger space under the sun. Within a span of 40 days, since the commencement of 2015, four large insurance players have come out with elaborate TVCs.

In an industry where products are similar, and the only way to make a clear distinction between brands is their marketing, it was about time for insurance players to focus on visibility, and recall value.

GroupM’s annual estimated advertising expenditure (AdEx) in India is part of a global report called This Year, Next Year (TYNY) 2014, had predicted an increase in ad spends in the insurance space. Exchange4media lists out recent campaigns by the frontrunners in the insurance space.

Tata AIA:

Tata AIA Life’s new campaign, ‘Daddy aur Zooey’, gives the brand a complete makeover. According to the creative agency, JWT, the TVC redefines Life Insurance by reminding everyone of a simple truth – ‘We live for the good of our loved ones’—a sentiment that’s the heart of life insurance, but often forgotten in the cluttered category.

“Daddy aur Zooey” was premiered on TV as the first branded short film by an Insurance company. It was also released as a shareable Internet film on YouTube and promoted under the social media handle #daddyaurzooey. The Original Soundtrack from the film ‘Tu Hai Mera’, was aired as a full-length song for radio listeners.

Part of a three-phased integrated campaign that includes a series of light-hearted films, ‘Daddy aur Zooey’ marks the launch of a bigger brand philosophy, ‘making good happen’- a promise to protect the good in people’s life, no matter what. The campaign also sparks a complete revamp across all media touch points and a much stronger brand identity to make insurance more human, more friendly, more every day.

Watch the videos here:

HDFC Life:

The brand launched a new brand campaign after a period of five years that highlighted how a man was hard to replace in his family’s life not just as a financial provider but for the role he played in ensuring that the family becomes independent and lives a life of dignity.

HDFC Life plans to take its new campaign to the customer through different platforms and intensify the brand experience. Apart from television, this film will be supported by other media such as print, radio, OOH, DTH, cinema with significant focus on the digital and social media.

According to the company, the ‘Sar Utha Ke Jiyo’ campaign has historically encouraged people to lead their life with dignity. With the TVC, the brand wanted to bring alive the pivotal role a man plays in empowering his family to be self reliant and live with their heads held high in today’s world. The new film communicates this message very well and goes on to substantiate this  vital role using the touching narrative about a father instilling enough confidence in his daughter to help live her dream with joy and dignity.

Watch the videos here:

Birla Sun Life Insurance:

The life insurance arm of Aditya Birla Financial Services Group (ABFSG), through its latest campaign ‘Khud Ko Kar Buland’, seeks to create relevance of the role that BSLI can play in the lives of its customers. It is a brand belief that we alone write the story of our lives. Destiny may indeed pose surprises, but how we deal with them is in our hands. Through its new campaign, BSLI stresses that one must stand tall in the face of uncertainties.

The campaign’s television commercial (TVC) narrates the story of a man, his relationship with his son and life’s uncertainties. It tracks the journey of a family for over 15 years in dealing with everyday uncertainties and ends on a note of hope, highlighting the triumph of the human spirit against all odds.

BSLI’s positioning TVC went on air on January 19. The campaign is present across mediums, including television, print and digital, with ample support from below the line activation.

Watch the videos here:

Max Life Insurance:

The launched a digital campaign named ‘Second Chance’ to create public awareness about the need for protection through life insurance.  The campaign comprises of two videos with real stories of people, narrating how their lives have given them second chance which in most cases is rare.

Max Life is running the campaign through Social Media platforms like You Tube, Facebook and Twitter, directing people to a website, where they can view videos, get inspired from stories of real people who have had near death experiences personal instances and take steps to protect their family. The campaign went live on January 23.

Watch the videos here:

This is not all. It seems that the industry is gearing up for more prominence in the ad space. IndiaFirst Life Insurance, a joint venture between two of India's public sector banks - Bank of Baroda (44 per cent) and Andhra Bank (30 per cent), and UK's financial and investment company Legal and General (26 per cent), recently confirmed the appointment of Carat Media Services as its media agency.

With such aggressive campaigns, it is clear that the industry is set to make its presence felt in the ad space this year.


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