JWT gives Tata AIA Life a makeover

23 Jan,2015

By A Correspondent

 

J. Walter Thompson’s new campaign for Tata AIA Life, ‘Daddy aur Zooey’ gives the brand a complete makeover. The new campaign from the brand 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.

 

Commenting on the campaign, Ravi Vishwanath, Deputy CEO, Tata AIA Life said, “Making Good happen for our customers, partners, shareholders, and employees is why we exist.  Our campaign tells a simple truth well, but in a fresh way.  I am grateful to the amazing JWT Delhi and Boot Polissh Films teams for translating our vision into this campaign, which is a labour of love.”

 

The campaign breaks with a 4-min film, ‘Daddy aur Zooey is a soul-stirring story of a father and son, the unique relationship they share. It is a film that is unflinchingly real, depicting bittersweet moments that we have all lived through.

 

Anirudh Verma

“It’s a proud moment to be part of rebuilding, redesigning a Tata brand from ground up.

 

A unique look and feel to life insurance that makes it more now, approachable and people friendly. And with all hope to greater success”, says Anirudh Verma, VP & Senior Creative Director.

 

Breaking all media conventions, Daddy aur Zooey will be premiered on TV as the first branded short film by an Insurance company. It will be 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’, will be aired as a full-length song for radio listeners. The film has been produced by Boot Polissh Films.

 

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