Aegon Religare has launched a new campaign to promote its pension plan. The campaign has been created by Contract Advertising. (Check out their old campaign here).
The film features Irrfan Khan, who is initially portrayed as an old man. The film tries to show that the prices of all the basic things like grocery, petrol and travel will be sky rocketing 20 years from now. In the end, Khan, who removes his white beard to reveal that it was just a projection of the things to come, explains how important it is to know one's pension amount.
The creative team behind the campaign includes Raghu Bhat and Manish Bhatt. The film is directed by Pradeep Sarkar of Apocalypso Films.
According to Raghu Bhat, vice president, executive creative director, Contract Advertising, selling pension is quite a challenging task. "People generally invest for today; therefore, life insurance is easier to sell. In the case of pensions, people have to do it for themselves and they would need it after some 20-25 years so they don't pay much attention."
"In this campaign, we tried to dramatize the fact that daily expenses will shoot up a lot in the next 20 years. When you calculate the total price increase in everything, it's a substantial amount," he says.
Bhat also mentions that Aegon has been educational in its approach from the beginning and this is the other part of the campaign. Aegon tells the users the unique pension amount that they need to save.
Pradeep Pandey, director- branding and communications, Aegon Religare says, "We did a consumer research when we decided to enter the pension market. In fact, the research led us to the product features. Our main objective was to figure out how much pension would they require. In the campaign, we lay stress on the most basic elements of roti, kapda and makaan. We wanted an instant click with the Indian middle class. Another objective of the campaign was to get the consumers to call us to figure out their pension amounts."
The media mix will include TV, press, outdoor and digital.