IDBI Federal Life Insurance has launched an ad film to highlight the product benefit of protection till 100 years of age. The ad film has been conceptualised by Ogilvy & Mather Mumbai. The ad film went on-air on 10 January.
The ad film features a man named Mukesh, at three ages in his life span. The first of the three versions is the youngest (35 year, * ages mentioned as per official release), the second middle aged (50 year) and lastly, a 70-year-old version of him. The insurance representative is explaining the policy to our protagonist. The middle-aged Mukesh is seen asking the younger self to sign and buy the policy. The eldest version appears and makes a case that his 50 year old self will run out of the policy money and if that indeed happens, what will happen to his wife. The representative explains that even though the 50 year old will be able to withdraw money, the life cover will continue until 100 years of age. The youngest version is then coaxed into signing the documents. Signing done, the eldest refrains the youngest from eating sweets so as to prevent diabetes. The film ends with a voiceover and super reading, ‘IDBI Federal Life Insurance. Befikar, umar bhar’.
Kawal Shoor, head of planning, Ogilvy Mumbai, said, “IDBI Federal wanted us to help them take the lead in positioning insurance on its true purpose - beyond savings, beyond investments - as an instrument that provides material and some emotional security. What makes the offering special is its simplicity - one policy that covers needs at various life stages, and continues to provide cover till the age of 100. We can all now live longer. Carefree lifelong was a promise we wanted to bring alive, and hopefully our work has done that.”
Aneesh Khanna, chief strategy and marketing officer, IDBI Federal, “IDBI Federal Lifesurance Whole Life Insurance plan is our flagship product. With increasing life spans, this product works well to effectively address the long term financial needs of the Indian consumer. In a category, where most life insurance players have refrained from advertising whole life plans, we have taken the bold step of communicating a complex product in a simple yet interesting way, keeping in line with our humorous approach that has worked really well for us in the past. The two key challenges for us were to bring out the key benefits of a whole life plan within the limited duration of a TV commercial and yet ensure that the same stands out in the clutter of financial services advertising. Our TV commercial with its unique treatment hopefully overcomes both these challenges with simple, yet effective storytelling.”
Amitabh Agnihotri, group creative director, Ogilvy & Mather, Mumbai, said, “We have always loved writing campaigns for IDBI Federal. Every campaign has had humour and ingenuity at the heart of it. This was no different. Yet in this campaign, we had to take up the challenging task of explaining a complicated financial product in the most simplistic way. We chose to relay a real product pitch packaged in an interesting and easy conversation. We hope the approach works well for the brand and the product."
Client: IDBI Federal Life Insurance
Creative agency: Ogilvy & Mather, Mumbai
Creative team: Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Mayank Yadav, Chirayu Palande, Binish and Gauri
Client servicing: B Ramanathan, Chitralekha Chetia, Shrutika Sinha and Ankita Pandit
Planning: Kawal Shoor and Aparna Jain
Production house: Corcoise Films
Director: Prasoon Pandey
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