IFFCO-Tokio has launched a new campaign to extend its brand philosophy of ‘Muskurate raho’. The TVC aims to change the perception that an insurance company is needed only in times of distress, to that of it being a partner in the happiness of people. The objective of the campaign is to enhance awareness of the brand, particularly in tier two and tier three cities.
The TVC is a montage of various situations of daily life, which are a source of joy, such as a mother's touch, grandmother’s love, festivals like Holi and Diwali and so on. The voice over says that all these things should be insured. The TVC ends with the voice over saying, “Aapki choti badi khushiyon ka bima IFFCO-Tokio General insurance, muskurate raho”. The campaign implies that general insurance is a psychological symbol of safety and IFFCO-Tokio enables consumers to enjoy all their joyous moments.
Elaborating on the brief given to the agency, Manish Bhatt, founder and director, August communications, said, “Since the brand visibility was absent for a long time, the campaign needed to be relatable and positive. We were asked to create a platform that strikes a chord with the TG and help bring back the brand in the category. We also wanted the campaign to be different from the other existing communications in the general insurance category. The perception that general insurance is a burden and is explored only when one is forced to do so needed to be addressed. The brief clearly indicated that the tone should be to instigate proactive approach to general insurance and not remain a reactive purchase.”
According to Raj K Bora, vice president, IFFCO-Tokio, “The communication is aimed at getting IFFCO-Tokio brand back in the general insurance category after a gap of approximately two years. The brand intends to talk positive and bring happiness in the minds of the consumer.” “The campaign is planned keeping a media spend of around 10 crore rupees,” added K K Aggarwal, executive vice president, IFFCO-Tokio.
The brand campaign comprises two 45 seconds edits and two 20 second edits. It will be on air until the end of the current financial year.
Client: IFFCO-Tokio General Insurance
Agency: August Communications
Creative Team: Manish Bhatt, Vivek Dhyani, Rishi Pandey
Servicing: Ambar Sharan Lal, Suman Roy, Neeti Sharma
Director: Vipin Dhyani
Production house: Thoughtshop Film Productions Pvt. Ltd.
Line producer: Hemraj Dogra
Production team: Rohan Magotra and Ashish Shah
Sound studio: Voice Candy
Singer: Abhishek Nailwal
Music director: Sameer Uddin