ING Vysya Life is now Exide Life Insurance. L&K Saatchi & Saatchi has conceptualised an ad film to communicate the new identity.
A man in a bus is confused about the route. His relaxes when a friend enters the same bus. The duo then look into a map for directions. A lady leaving her office on a rainy day spots a friend walking by with an umbrella. He invites her to join him and the duo walk away together. The third story in the film shows a mother who has just delivered a baby. Guided by her mother, she holds the newborn. A female voice over explains how, with someone familiar, even the long paths of life seem beautiful, before ending with the message of the brand shift.
The new brand identity and architecture was created by Ray and Keshavan - The Brand Union.
Kshitij Jain, MD and CEO, Exide Life Insurance, said, "The brief shared with the agency was to position the new brand as nationally relevant keeping in mind the essence of the brand - 'to help people prepare financially for a long and happy life'. The advertising campaign had to address the following key communication areas: communicate that this a mere name change of a 12-year plus business that today serves 10 lakh plus customers in over 200 cities in India and benefit from the long standing heritage of brand 'Exide' that stands for key values of being dependable and long standing. These values tie in very well with our brand essence.The biggest journey any of us undertake in life is the journey of life itself. And with each generation, this journey is getting longer. And as with every other journey, when there's someone you know by your side, all the unseen difficulties become so much easier to overcome. That was the simple insight behind the campaign."
The campaign went on air on 23 June. The TV campaign has been released in six Indian languages whereas the OOH campaign in 10 Indian languages is live at 200 locations across India.
Brand: Exide Life Insurance
Creative agency: L&K Saatchi&Saatchi
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Watch the films conceptualised by Leo Burnett here