Campaign India Team
Feb 08, 2016

LIC ‘Bima Bachat’ embeds benefits in an 18th birthday gift

Watch the ad film conceptualised by Rediffusion Y&R here

Rediffusion Y&R has rolled out a campaign for LIC’s 'Bima Bachat' plan, a single premium policy from the country’s largest life insurance company. 
The film is set in a household, with a man, his wife and daughter who is set to turn 18 in a week. When the young woman broaches the subject of her gift, he surprises her with a jewellery set. She's delighted, but her mother tells him that a pendant would have sufficed. He explains that with their daughter getting older, they should now look at big investments. He reasons that it makes her happy (which she is, while she tries it on in another room), and prepares them for the future too. As he surprises his wife with a pendant, LIC’s single premium endowment plan Bima Bachat is introduced. The film ends with the daughter walking out wearing the new jewellery, voicing her concern that this might be about her getting married, and reminding he laughing parents that she’s just 18.
Pranav Harihar Sharma, ECD – West and North, Rediffusion Y&R, said, "The film taps the mind space of a father, how he thinks long term and in the disguise of a birthday gift, how he starts planning for a bigger occasion in future. And this actually is a beautiful thing that only we Indians have. The habit of saving and planning for future is an in-bred thing in us and that’s made the core insight in the film.  The story line was kept simple and slice of life and the effort was to connect the story seamlessly back to the product offering from the brand. I think simplifying a product in an interesting way is the job of communication and that’s what we tried doing here."
Dhunji S Wadia, president, Rediffusion Y&R, said, “We were given a very detailed and specific brief. This helped the team in terms of addressing the issues and working on an interesting creative solution."
Client: LIC
Agency: Rediffusion-Y&R
President: Dhunji S. Wadia
CCO: Rahul Jauhari
Head of operations, Mumbai: Uttio Majumdar
ECD – West and North: Pranav Harihar Sharma
Creative team: Sreejit Kodoth, Sahil Aditya
Business head: Sameer Joshi
Brand partner: Priyaratna Suryawanshi
Client servicing: Clarissa Pinto 
Films head: Harish Mishra
Production house: Elements Films
Director: Vivek Das Choudhari
Executive producer: Sandeep Patil
Music director:  Hanif Sheikh
Campaign India