Debrief: Thank you for the lesson

08 Dec,2011

By Anil Thakraney


Tata AIG Life Insurance has released a new TVC to hawk their children’s ‘Gyankosh’ insurance plan, and I totally like this one. Instead of promising that our children’s future will be safe with Tata AIG Life, and that they’ll grow up to become doctors and engineers, the focus is on inculcating the right values in the kids.


The commercial features a young family at the dining table. When the servant arrives to serve food to the kid, the dad demands that he must say thank you to the house help. The spoilt lad refuses, but the dad puts his foot down. Finally, after much prodding, the kid says thanks to the servant and learns a lesson he’ll hopefully never forget in his life. The VO explains that parents must focus on the right upbringing of their children and Tata AIG Life will worry about their future.


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Good one. Very refreshing and unexpected communication. And very relevant for our times. Because Indian parents in general do not bother to teach good manners to their kids, and this is amply demonstrated by the little ones at public places.


In addition the message emphasises the company’s core brand values. I also like the thoughtful execution… specially the part where the mother does not interfere when the dad is teaching his son a lesson. Wonder if all moms would do that in desi households.


Rating: (On a scale of 1 to 5): 4. Also works nicely as a public service advert.

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