Debrief: Tata AIG Life: A public service ad?

05 Apr,2012

By Anil Thakraney


Good values = Great future? Hmm. Not really sure about this. Else every decent bloke would be Mukesh Ambani. However, the Tata AIG Life guys are convinced about this theory.


Their new TVC tries to say that a strong foundation is essential for a person’s future. And they have equated foundation with values. The ad features a young gal who wants daddy to meet the love of her life. But the dad is a bit of a khadoos, and believes that the new generation lacks values. However, our smart dude arrives and promptly touches khadoos daddy’s feet. Khadoos is much impressed and this sounds like good news for the lovers.


There is nothing wrong with the TVC per se, it’s the script that plays out on our soaps every prime time evening, and so uncles and aunties will love all this feet-touching business. So that’s cool. The problem lies in its link to the brand. The story takes so long to reach its climax, the Tata AIG Life spiel gets hurried through in the end. A voiceover rattles off something about a good investment start for better returns, but that’s blink and miss stuff. Almost like a statutory warning.


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Net net: The TVC establishes Tata AIG Life’s own values, that they must be a bunch of nice guys. But what exactly these nice guys can do for your hard earned money gets left almost unanswered. In short, as they say, operation successful but the patient died. Tch, tch, tch.


Rating: (On a scale of 1 to 5): 2. A pleasing commercial that does little for the brand.

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