General Insurance Council has launched the first of a series of campaigns to create awareness for non-life insurance. Bates CHI & Partners has created the campaign.
The first film opens with a man perched atop a tree helplessly watching his house and tractor being washed away in a flood. That’s when the music from yesteryear Hindi hit ‘A-a-aaja...’ starts playing, and the images start moving in rewind mode: everything affected by the flood starts coming back to normal, including his house and tractor. As the rain stops and the day turns sunny, the film ends with voice over, “Ghar, gaadi, fasan... Jo jayega woh vapas zaroor ayega, agar insurance hai to” (What goes will surely come back again, if you have insurance). The sign off ‘Kar lo insurance, kar lo rewind’ follows (Get insured, rewind).
The other films in the series revolve around the same theme. One of them features a couple who crash their car, to promote motor insurance.
Promoting home insurance is a film featuring a man watching everything in his living room fall apart, before coming together again.
The film promoting health insurance shows a man at a hospital payment counter getting his money back.
On the campaign, Sagar Mahabaleshwarkar, national creative director, Bates CHI & Partners India, said, “Articulation of the idea was, ‘Insurance zindagi ka rewind button’. There is an undo button on a laptop, we know we can always undo and correct things. But that ‘undo’ button doesn’t exist in life. And that’s when our reaction is, “I wish I could go back in time”. This is what exactly insurance can do. It’s a rewind button. If you have insurance, yes, you can go back. And that’s when we thought ‘Jo jayega voh vapis ayega, agar aapke paas insurance hai to’. So ‘Kar lo insurance kar lo rewind’ is the big idea here.”
Besides TV, the campaign will straddle radio and print media.