Following the launch of its brand identity earlier this year, Exide Life Insurance has launched its second ad campaign. The campaign went live on 15 September and includes a TVC.
The campaign features a young couple discussing their future, through the pages of a book the man 'finds' in the library. Their hopes and aspirations seem to be depicted in the pages of the compilation titled 'Our long and happy life'. From their first car to their home, and so on, the couple's aspirations are brought alive, all the way up to a world tour and retirement. When the lady asks about their immediate future, he tells her to look at the last page. The collage that awaits her features the two of them and the message 'Happy Anniversary'. A voice over delivers the brand's message that when future planning is in place, tomorrow is bound to be beautiful - before introducing the product offerings from Exide Life.
Mohit Goel, EVP - marketing, Exide Life Insurance, said, “Considering that the Exide Life Insurance brand was recently launched, the communication highlights the core essence of who am I as a company. Stemming from the truth that our lifespan is getting longer and we need to plan well for the years ahead, the objective was to make Exide Life Insurance relevant during the course of our lives. This campaign has been designed around the beautiful possibility of a well-planned life.”
Anil Nair, CEO, L&K Saatchi and Saatchi, added, “We have conceptualised this campaign, keeping in mind the core brand ethos of a long standing, trusted companion in the journey of life. The creative concept clearly highlights benefits of planning for a long life, and captures the spirit of time in the life of a newly married couple. The TVC illustrates the various milestones every couple hopes to achieve during their entire lifetime and the seriousness of the concept is balanced well by the playful banter between the couple.”
The campaign has been released in six Indian languages and will be spread over three weeks, informed a statement from Exide Life Insurance.
Client: Exide Life Insurance
Creative agency: L&K Saatchi & Saatchi