Sustaining its brand philosophy, 'Education is Insurance', Aviva Life Insurance has brought out a TVC to kickstart the third year of its 'Great Wall of Education' campaign. The campaign is basically an initiative by the brand to drive people, both kids and adults, to donate books for the under-privileged children. The TVC has been created by BBDO India.
The TVC begins with two kids, shrouding under a blanket and one of them pointing a torch at the screen (symbolic for the book they are trying to read). It then shows a boy turning the page of a book he's reading while lying on a hammock by the beach-side. In the next sequence you see a father showing a book to his child and all this time you don't really see a book but people's expressions that make it evident that the subject is definitely a book. Like in the next sequence, a school boy is using a marker to highlight a line, certainly on a book that he is reading, or the sequence right after this one, where you see a grandmother going through a book when her granddaughter joins her and almost catches her by surprise. The sequence that follows is of an uptown girl who is travelling in a train and reading a book which she closes at once. In the backdrop, you hear the voice-over that says, "Have you ever thought how this book could give those wonderful moments to someone who’s never experienced the joy of learning?" The book is opened in the next instant, this time by presumably a street child, and his eyes lighten up after cathing the sight of that book. More kids join in and this is when Sachin Tendulkar enters the frame to deliver the message, "Donate a book to the Aviva Great Wall of Education and bring an underprivileged child closer to education.”
Elaborating on the campaign, Gaurav Rajput, director marketing, Aviva Life Insurance, said, "This year, we have adopted a 360 degree approach to increase awareness about the cause and to encourage people to donate books to the Wall. We have created a TVC for the campaign, which features our brand ambassador Sachin Tendulkar and reflects on the moments of joy that we all would have experienced when reading a book and how can we pass on that joy to someone else. Realising the huge potential of the digital medium, we launched our TVC on Youtube before launching it on television."
"Our focus this year, is to collect books which are relevant books from the child's perspective so that we can move thousands of underprivileged children from the Streets to School," he added.
Josy Paul, chairman and chief creative officer, BBDO India, said, "While making the TVC, we were clear that two things had to stand out, the book and the wall of books. It was Sandipan Bhattacharyya who came up with the idea of showing how the faces of people look or light up when they read a book. Even though there is a Sachin Tendulkar in the commercial the cause is bigger than the celebrity, rather the cause is the celebrity."
The creative team involved vibrant people, like a young director who has just graduated from NIIT, he shared.He added that the TVC would serve as the lead medium of the larger action which would be undertaken across 10 cities in India – Mumbai, New Delhi, Chennai, Kolkata, Bangalore, Kochi, Lucknow, Pune, Ahmedabad and Chandigarh.
Besides on-ground activation which will begin from 19 November in Mumbai, Aviva has tied up with Vodafone for the campaign, to facilitate book donation for Vodafone users by way of SMSes.
Aviva Great Wall of Education campaign managed to collect 1,23,000 books and a mention in Limca book of records in its maiden year itself. In the next year (2010), it helped collect 6,00,000 books for the underprivileged children.
Client: Aviva Life Insurance
Agency: BBDO India
Executive creative director: Sandipan Bhattacharyya
Copywriters: Sandipan Bhattacharyya, Arjuna Gaur, Josy Paul
Art director: Bharat Khare
Account management: Rajesh Sikroria, Ranjeev Vij, Anupam Chauhan, Kanika Lal
Aviva brand team: Gaurav Rajput, Kshitij Jain, Pooja Khan, Sai Narayan
Film director: Anupam Mishra
Producer : Harsh Dave and Kalyan Guha
Production house : Film Farm India Pvt. Ltd.
Director of photography: Sanket Shah
Art director : Shazia Iqbal
Line producer : Divyang Pandya
Editor offline: Jayant
Editor online: Chetan
Music director: Vipin Mishra
Sound design: Deepak, Sound Ideaz
Voice-over: Francois Vincent Castellino