New Birla Sun Life Insurance TVC takes provocative stance

The new TVC for Birla Sun Life Insurance Protection Solutions attempts to provoke young India out of its apathy and inertia towards getting insurance. According to the brand, "The pure protection category merely contributes to three percent of the total industry premium, and this brings to fore the reality that a large population base is leaving their dreams to fate or destiny."

The TVC created by JWT features a young couple walking home from work, having a friendly banter. The man announces his promotion, and the woman tells him her "good news" - that she has just got an increment. The man steps onto the road from the pavement, without paying attention, and a vehicle narrowly misses him. The couple is shocked at the lucky escape, and the voiceover says, “Can you afford to leave your dreams to chance?” The film ends on a positive note with the couple realising that there is a lot that they need to do, to live their dreams. 

Ajay Kakar, chief marketing officer – financial services, Aditya Birla Group, said, "As a brand, we consider it our mission to provoke mass India into realising the many roles which insurance can play in their lives. We have been successful in doing so, with our Wealth with Protection Solutions campaign with Yuvraj and Sehwag, followed by our Children's Future Solutions campaign. We now want to do the same with our Protections Solutions campaign.”

Nandita Chalam, vice president and executive creative director, JWT, said, "India is a young and optimistic nation where most people believe that they can create their own destiny. Therefore to sell Protection Solutions from Birla Sun Life Insurance, we at JWT had to find a way of making people aware of the fragility of life without frightening them. We managed to do this by adopting a tone that is provocative yet empathetic.”

A digital campaign is also in the pipeline.

Credits:

Client: Birla Sun Life Insurance
Creative agency: JWT India
Creative: Tista Sen, Nandita Chalam, Dipesh Kowarkar, Siddharth Joglekar, Kunjika Talpade
Servicing: Samarth Shrivastava, Swati Bobde, Vineeta Sukhija, Amita Servaia          
Planning: Rajesh Mehta
Director: Amit Sharma
Production House: Chrome Pictures
Media planning: Mindshare