‘Insurance Week’ is a new initiative by Future Generali Life Insurance to be held at the Big Bazaar outlets, from January 29-February 6, 2011. With the intent of reminding Indians to re-evaulate their insurance needs, the initiative is being promoted with the help of a campaign created by Ogilvy & Mather.
Abraham Alapatt, head - brand and communications, Future Generali India Life Insurance Co Ltd, explained, “Right now, insurance penetration is at less than 3 per cent of GDP (total premium paid annually versus Indian GDP). A country like the UK is at 13 per cent (of course, average incomes are significantly higher) and Brazil is at 8-9 percent. With India projecting itself as the next economic superpower, an affluent middle class and the breakdown of the joint family system, there has to be a big jump in this awareness and need for insurance among Indians and it has to become a matter that is taken seriously.” He went on to add, “The other thing is that everybody is conscious of saying anything negative, but fundamentally this industry is about life and death. So we said, let’s break the taboo, because if we follow the same happy messages route, a million advertisers are doing it and we’ll never be able to get mindspace. Hence, through Insurance Week and the campaign, our attempt is to grow the category by raising awareness among Indians, and create something that we as a brand can own.”
WATCH the campaign (story continues below)
In the ‘Marriage’ and ‘Cricket’ TVCs, a ghost is chided by his friends for not making the time to get life insurance while he was alive, as a result of which, he isn’t able to take part in the fun of the afterlife, because he’s still worried about the wellbeing of his family. In 'Hospital', the ghost urges viewers to head to Big Bazaar for Insurance Week so they can have peace of mind in the afterlife.
Sumanto Chattopadhyay, executive creative director, Ogilvy & Mather South Asia, said, “As a culture, we don’t like to think about death (unlike Western cultures where people often prepare for it by choosing their coffins). Apart from the emotional trauma, people are left unprepared financially as well. We used the idea of the ghost to show what he’s seeing of the problems that are left behind which can’t be addressed. Also, we wanted to keep the tone of the commercial light, so people would be able to take a look and absorb the message as well.”
The TV campaign will be supported by Radio, Out of Home (OOH) and an on-ground activation programme.
Client: Future Generali India Life Insurance Co Ltd
Advertising Agency: Ogilvy & Mather Advertising, Mumbai
National Creative Director: Abhijit Avasthi
Executive Creative Director, South Asia: Sumanto Chattopadhyay
Senior Creative Director: Sukesh Kumar Nayak
Senior Creative Director: Heeral Akhaury
Copy: Sukesh Kumar Nayak, Hemal Jhaveri, Lolita Dsouza
Art: Heeral Akhaury, R Pratheeb, Soumen Nath
Senior Vice President: Sonali Sehgal
Client Services Director: Ajay Mehta
Account Supervisor: Kankana Ghosh
Production House: Corcoise films
Director: Prasoon Pandey