AdStrat: Birla Sun Life leaves nothing to fate

21 Nov,2011

The Campaign: Birla Sun Life Insurance Protection Solutions Campaign

The Client: Birla Sun Life Insurance

The Agency: JWT

The Brief: The campaign objective is to reiterate the philosophy to leave nothing to fate. The communication would center around the proposition of fulfilling responsibilities towards one’s loved ones. The tonality and messaging of the TVC and the campaign throughout is both empathetic and a friend who knows what’s best for you, thereby attempting to move him into action, more effectively

 Any specific advisory from the client: Manage the task of sensitizing the consumer to the uncertainties or fragility of life without putting them off.

Research insights:  Consumers today are becoming more confident and optimistic about their achievements. They have the zest to achieve everything, however there are little efforts towards securing or insuring these achievements against any unforeseen circumstances. Thus it was observed that there is a further need to infuse a sense of urgency towards insurance planning and protection in the otherwise optimistic, confident Indian consumer who tends to leave his dreams to fate/destiny. The average Indian’s apathy and inertia is evident from the fact that the pure protection category merely contributes to just 3% of the total industry premium. This brings to fore the reality that a large population base is leaving their dreams to fate or destiny.

The thought process behind the creative: The communication aims to create an emotional connect and empathy with the aam aadmi, by showing a slice of life situation which can happen with any young couple staying in metros or small towns. They share each other’s dreams and are thinking about their future, which they are eagerly looking forward to – just when they come face to face with the unpredictability of life.

Media vehicles chosen: The TVC has been on air since November 04, 2011 and is being played across all leading television channels. In the time to come you will witness an array of initiatives that will help BSLI reach out across the country with the theme of ‘safety, security and protection’. These will span television, radio, outdoor, below the line and digital media.

Key issues kept in mind while executing the ad: The attempt here is not to challenge the consumer’s confidence (and switch him off), but sensitize them in a thought provoking way that spurs him to act.

Does the treatment do justice to the brief? The commercial certainly breaks clutter through its neat execution. It is based on a very thought- provoking insight – can you leave your dreams to fate? There is a moment in the film that shakes the viewer into thinking. On a day just like any other, a young couple narrowly escapes a brush with death. Call it luck by chance, destiny or fate; it does shake up the couple in the film and the viewer. The differentiating factor of the ad is its very real and slice of life feel. There is absolutely nothing ‘ad-dy’ about the ad. The couple are just like any young couple with dreams, the day is just like any other, but then something happens that makes it a day very unlike any other.

Differentiating factor: Everything about the ad is natural and candid, and it still succeeds in driving home the point. Natural acting,  no stars, a sudden realization through the shock and a simple message ‘Kahin aap apne sapno ko kismet par to nahi chor rahe’ towards the end, makes it an appealing and relevant communication. The ad carries an emotional realization for everyone including individuals from towns and villages who come to cities with big dreams and aspirations but tend to ignore something like insurance and their own protection

Campaign credits

Creative Agency:                                         JWT India

Director for the film:                                    Amit Sharma

Production House:                                      Chrome Pictures

Media Planning:                                          Mindshare

Language:                                                   Hindi / other regional

Duration:                                                     45 seconds

National Campaign Launch:                         4th Nov, 2011

JWT Team that worked on the film:

Creative: Tista Sen, Nandita Chalam, Dipesh Kowarkar, Siddharth Joglekar, Kunjika Talpade

Servicing: Samarth Shrivastava, Swati Bobde, Vineeta Sukhija, Amita Servaia

Planning: Rajesh Mehta

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