Campaign India Team
Feb 23, 2016

LIC Endowment Plans embeds ‘savings and security’ premise into a slice of life

View the TVC conceptualised by DDB Mudra Group

Life Insurance Corporation of India has launched a TVC for its endowment policies, with the theme ‘Plans banate raho, zindagi sajate raho’ (Continue making plans, continue living life). 
 
The film features a young couple at home, cleaning up after a party. The man lavishes praise on his wife for the biryani and cake she had made, which floored the guests. He encourages her to start her own restaurant, and call it ‘Trisha’s’. At one point during the conversation, she is surprised to find him missing and falls silent. He re-enters the frame and places a chef’s hat on her head, with the message that whether or not he’s around, Trisha’s should open. That provides the cue for the brand to deliver the savings and security promise of its plans.
 
Sonal Dabral, chairman and CCO, DDB Mudra Group, said, “There are many 'what-if' moments in the life of a couple. Hopes and dreams and yet a quiet fear of those dreams remaining unfulfilled. This forms the core of the film brought to life in a simple but nuanced story of a husband dreaming up plans for his wife, the wife's  fears of losing him and yet the husband's quiet confidence of realising those dreams no matter what. Thanks to LIC's endowment plans. I'm sure our audience will be as engaged with this story as we were while creating it.”
 
Credits
 
Agency: DDB Mudra Group
Chairman and CCO: Sonal Dabral
Production house: Chrome Pictures 
Director (film): Manoj Pillai
Producer: Prafull Sharma, Anesh Azad
Source:
Campaign India

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