Campaign India Team
Jun 06, 2016

PNB MetLife plots wacky vanishing act to show ‘anything can happen’

Watch the film conceptualised by McCann Erickson here

wide player in 16:9 format. Used on article page for Campaign.
PNB MetLife has rolled out a digital campaign, which includes a 75-second film conceptualised by McCann Erickson.
The film is set around a street magic show. A couple and their son walk around a fair towards the show. The magician's assistant picks the husband for his next act. With his son and onlookers egging him on, the man reluctantly steps in. The magician turns him into a pigeon to a round of applause. As he's about to turn the pigeon back into human form, the noise of a balloon bursting makes the pigeon fly from the spot. It joins other pigeons taking flight and they settle atop a building. As the wife and son look on in shock, the film ends with the message, 'Anything can happen in life, get insured.' 
Speaking with Campaign India, Niraj Shah, director – strategy, marketing and products, PNB MetLife India, said, "The objective with this digital-only film is to try and communicate our core proposition of trying to address situations where due to uncertainties life can come to a standstill or change from here on. In our case situations could be death, deterioration of health, or milestones such as retirement. We wanted to send home the message in a manner which is not very morose or serious. We wanted to communicate it effectively but not too seriously."
On the digital only approach, he added, "We consciously tried to look at changing preferences of our consumer base of today and tomorrow. A lot of people are approaching viewership in a different way. If we look at data, a third of our population is already using the internet. We wanted to test our hypothesis and roll out a digital-only campaign and check our reach. We’ve done this in the past too, and the feedback we received was good. Digital allows instant feedback which allows us to react to it quicker and then put in a response."
The film went live on 6 June 2016.
Client: PNB MetLife India Insurance Company 
Agency: McCann Erickson India
Account management: Alok Lall, Nutan Sooda, Farhat Naim
Creative team: Pradeep Kumar, Ravinder Siwach
Production company: Razorblade Films
Director (film): Anwar Sayed
Producer: Christopher Wagner
DOP: Krishnna Banjan
Composer: Amar Mangrulkar
(Amended at 1400 hrs on 6 June.  A comment on digital's share of PNB MetLife's marketing spend has been removed basis claim that the spokesperson had been misquoted.)
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Brands in New Zealand pull ads from Facebook, Google following Christchurch attack
4 hours ago

Brands in New Zealand pull ads from Facebook, ...

Actions come as two industry associations issue a statement condemning social-media platforms over the spread of hate content.

Media360 India to be held in Mumbai today
4 hours ago

Media360 India to be held in Mumbai today

Along with the Summit, winners of the first edition of the Media360 India Awards will also be announced today

'Brand building is about driving growth amidst change': Interbrand's Ashish Mishra
17 hours ago

'Brand building is about driving growth amidst ...

Key lessons from the Interbrand workshop on Best Indian Brands, 2019 – the definitive guide to India's most valuable brands, at the recently concluded Star FLOW fest

Google's Scott Beaumont becomes new APAC president
20 hours ago

Google's Scott Beaumont becomes new APAC president

The current head of sales and operations in Google Greater China steps into the role left vacant by Karim Temsamani.