Aviva has launched a new ad film featuring brand ambassador Sachin Tendulkar that went on air on 8 February. The TVC aims to take forward Aviva’s brand proposition of protection and planning for the future of children. The film has been conceptualised by BBDO India.
The film shows a young cricketer padding up in the dressing room. A voice over explains that before the world proclaimed him a genius, he was just a little boy with a big plan. Sachin Tendulkar comes face to face with the player, which is a younger version of himself. He tells his younger self, ‘They’re waiting for you’. As the crowd screams ‘Sachin, Sachin...’, the film ends with the voice over introducing Aviva Child Plans with the tagline ‘Big Plans for Big Dreams’.
Rishi Piparaiya, director – marketing, Aviva Life Insurance, said, “We wanted to use our brand ambassador how he hasn’t been used before. It’s the first time we’ve used the elder Sachin and young Sachin in the same TV ad. We’ve shown him as just a little boy with a big dream. The time was perfect to do so now that he’s retired.”
Josy Paul, CCO and chairman, BBDO India, said, “We’ve been talking about creating an idea for child plans, and the time was right that Sachin was going to retire. We thought it was an opportune time for young children to think big and their parents to give big. One of our young boys came up with this and we shared it with Rishi (Piparaiya), who said let’s make it happen. Sachin spent 24 years between 22 yards and the film was right to be created now. It took us 24 years actually to make this film happen. Getting big Sachin to meet small Sachin was the challenge. The idea was simple. We went through all the footage to get the right footage when he was 16 with the look in his eyes. We found that and thought we had the right emotion. Tendulkar’s been showcased on television forever, but in spite of all the billions of footage, this image does not exist.”
Piparaiya added that Aviva intends to run the campaign through the summer, with social and digital legs.
Client: Aviva India
Creative agency: BBDO India
Chief creative officer: Josy Paul
Executive creative director: Sandipan Bhattacharyya
Copywriter: Arjuna Gaur
Art: Bharat Khare, Rajesh Kumar, Malvika Srivastava
Vice-president: Rajesh Sikroria
Account management: Gireesh Gupta, Sandeep Prakash, Yoshita Gupta
Planning director: Roshni Hegerman
Production house: Redice Films
Director: Robby Grewal