Aviva urges young fathers to spend time with kids

Aviva Life Insurance has rolled out a new campaign featuring Sachin Tendulkar to activate its children plans, in sync with the brand essence “khul ke jiyo.”

“With so many life insurance players talking about securing kids future, Aviva thought of cutting the clutter by bringing alive the insight through an activation programme,” said Vishal Gupta, associate director, marketing, Aviva. “The thought of enjoying today with their kids could become a reality with an opportunity to play with Sachin and his son.” 

The campaign, developed by Publicis, is based on an insight that most fathers are so caught up in their struggle for (working towards) their kid’s future, that they miss out on enjoying with them today. A manifestation of this insight of enjoying today with one’s child, is the activation idea  “Tension Chhodo Cricket Khelo” where father and kids could get a chance to play with Sachin Tendulkar and his son while Aviva’s child plan secure their future.  

The TVC shows a cricket ball crashing through the window of different offices/work areas where fathers are seen working hard to secure their kid's future. The window is being crashed by Sachin who is calling the fathers to enjoy their kids today while Aviva Child Plans secure their future.

Besides radio and television, a special microsite has been created for this programme where fathers can register for the main event. Other than this, tie up with McDonalds, communication across Aviva branches are been leveraged for the campaign.