Pooja Ahuja Nagpal
Dec 21, 2012

IFFCO-Tokio extends ‘Muskurate raho’ campaign to introduce products

Watch the ad films created by August Communications

After launching a brand campaign in September, insurance company IFFCO-Tokio’s latest TVCs highlight its products offerings. The TVCs created by August Communications went on air on 8 December and will run until mid-January.


The campaign comprises of two TVCs each for motor and health insurance. The edits will be dubbed in six regional languages. The campaign continues to assert that IFFCO-Tokio joins its audience in celebrating the intangible, often taken-for-granted, moments of joy.

The motor insurance film starts with a man riding a scooter uphill. The ad moves on to showing a rich man sitting in a car being towed away; a young boy driving a SUV gifted to him by his wealthy father;  and so on. The voice over says that for each of the vehicles there should be an insurance cover. It says, “Aapki gaadi se judi har khushi ka bima: IFFCO-Tokio Motor Insurance.” 

The health insurance film mentions things like grandmother’s home recipe for cold; snuggling under a blanket during winters; ghee, milk and almonds; samosa and tea and so on should all be covered by insurance.  The voice over says, “Aapki health se judi har khushi ka bima: IFFCO- Tokio Health Insurance.”

On the creative brief, Manish Bhatt, founder and director, August communications, said, “The creative brief was to create some memorable advertising and the brand didn’t want to be seen just as an urban brand but one that appeals to people from tier two as well.”

On the campaign, Bhatt said, “Both the product TVCs are montages of interesting, quirky, and warm situations found commonly in an Indian context and yet, never really voiced. Situations that a desi audience will relate to and identify with immediately. The product TVC’s take this further in a narrative style while talking about the happy incidents related to the specific product category.”

Unplugged moments

The films were spread across approximately 40 situations, each with its own set and location, and with almost 180 major and minor actors.

Client: IFFCO Tokio
Client team: K K Aggarwal, Raj K Bora
Creative agency: August Communications
Creative directors: Manish Bhatt, Vivek Dhyani
Servicing:  Ambar Sharan Lal
Production: Vipin Dhyani, Thoughtshop

Campaign India