Aviva Life Insurance has rolled out an integrated marketing campaign to push its child education insurance plans.
The campaign is built around a recent survey – Aviva Young Scholar Insights conducted by Aviva and IMRB – that revealed that 93% of parents in India are saving towards their children’s higher education as they believe education is the only insurance they can provide to their children.
Targeting young parents, the campaign aims to communicate the fact that Aviva’s education plan helps parents remove financial constraints in providing the best education for their children. “For each year that the parents delay saving, they will need to invest a larger amount to secure their child’s future,” says Vishal Gupta, director marketing, Aviva. “Thus, our campaign aims not only to push parents to invest but start the day their child is born. Titled ‘Education is Insurance’, the BBDO-created ad-film is a collage of early rituals in a child's life. It opens on a south Indian ritual where the grandfather helps a two-year old girl write her first alphabet on a bed of rice grains. A baptism ceremony follows. Then there is a Bengali Onno-prashon, ceremony where the baby reaches out and touches the book. This is when Aviva’s brand ambassador, Sachin Tendulkar, enters the frame to make his point that the only guarantee a parent can give to his child is good education.
Josy Paul, chairman and chief creative officer, BBDO India said, “Sachin Tendulkar is the face of Aviva Life Insurance. In the film there's a beautiful moment when Sachin says - 'Mein bhi ek pita hoon, aur mein yeh samajhta hoon'. I think this candid confession captures the essence of our idea. When it comes to the education for our children, even the world's greatest cricketer becomes just another concerned parent. Just watch how naturally Sachin Tendulkar sends the child off to school.