Aegon Religare Life Insurance (ARLI) has launched a digital campaign - #NothingWillHappen, for its flagship protection plan iTerm. The campaign has been conceptualised by Infectious.
The four film campaign follows the pattern of contrasting the logical need to secure oneself and the family by insuring versus depending on typically Indian things such as good karma, the good wishes various family members bestow on us and the likes.
The film ‘Fuse off’ sees the protagonist as he is just out of the shower inspecting a smell in the air as he follows its trail. He finally reaches an unused room of the house where sparks seem to be emerging from the fuse box. He reaches to retrieve the wires in his attempt to fix it while still very wet from the shower and very likely to be electrocuted. He starts talking about how nobody dies in India but rather just becomes a ‘swargvasi’, ‘bhagvan ko pyaare’ and other such terms used in the Indian society. His first attempt done, he closes the fuse box only to find it has gotten even more menacing he is about to attempt it again as the film ends with a statement, ‘For those who are not immortal, protect yourself with Aegon Religare iTerm Insurance plan'.
The following three films see the protagonist try to light a stove up at a risk of blowing up the house, fixing a car by being under it as the car is hoisted precariously using scaffolding material and climbing up the façade of a building.
Yateesh Srivastava, chief operating officer - ARLI, said, “At Aegon Religare we have always tried to be different and explore new territory. In this campaign we leverage on the very Indian insight that ‘bad things happen to others’ and hence the use of the hashtag #nothingwillhappen. The only difference in this campaign is that it is being released only through digital media and will not have a television release. While the campaign is product specific, we also expect a positive impact on our overall brand awareness. In insurance, the treatment of life and death has been predictable so far. With this unconventional take on protection, we hope to change the communication paradigm within which insurance operates.”
Ramanuj Shastry, co-founder – Infectious, said, “The #NothingWillHappen web series from Aegon Religare is a new voice in the life insurance category, rife with cloyingly emotional advertising. Using humour and an unlikely spokesman in stand-up comedian Atul Khatri, the campaign pokes fun at people, in a state of denial about death, while gently reminding them to protect themselves. Needless to add, behind every ‘new’ communication stands a truly brave client - the Aegon Religare marketing team in this case, who have been unflinching in their support and trust. It was a singular pleasure working on these films.”
Client: Aegon Religare Life Insurance
Creative agency: Infectious
Chief operating officer: Yateesh Srivastava
Co-founder, Infectious: Ramanuj Shastry
Director: Karan Butani
Production house: Tigmanshu Dhulia Film Productions