Tata AIA Life Insurance Ltd. (Tata AIA Life) has launched the first in a series of a new communication campaign to announce its brand makeover. The campaign has been conceptualised by JWT.
First in the series, the ad film titled, ‘Daddy aur Zooey’ looks to drive home the message the we live for 'making good happen' for the ones we love.
The four-minute film tells the story of a father and son and their unique, fun and loving relationship. The film begins in a hill station where a young boy wakes up his father up in morning. As the day progresses, we see the role reversal between father and son. The father partakes childish activities, while the son seems to be the more mature person in the relationship. Whether it is queuing in line, or retrieving a blanket, the father is always the one playing the role of the joker while the son is rarely amused by these antics.
Wanting to be the superhero in his son’s life, the father is seen trying to do it all from making him laugh to playing with him.
As the film cuts to the son's birthday party, we see the father get upset as the son sits on the shoulders of his favourite super hero. In an act of defiance, the father challenges the superhero to an arm wrestling match. As the match begins, the father gets teary-eyed when his son starts to cheer for him.
The film abruptly cuts to a shot of the two sitting in a field and having a laugh as we see fathers' arm bandaged. The voiceover says, ‘hum jeete hain bas apno ke acche ke liye’ (We live for the betterment of our own).
Ravi Vishwanath, deputy CEO of Tata AIA Life, said, “Making good happen – for our customers, partners, shareholders, and employees - is why our company exists. With this campaign, we have broken every rule of category convention. We want to remind the people a fact that is often forgotten in the clutter category that life insurance is nothing but doing right for your family and ‘making good happen’ for them, no matter what. As a film Daddy aur Zooey depicts bitter-sweet moments of life that we have all lived through and cherished.”
Chirag Bhasin, creative director, JWT said, “As a category, life insurance tries too hard to be all the things it's not. At its purest, it's all about doing the right thing for the people we love. The world is full of stories of things we do for the good of our loved ones. Somehow, we just keep forgetting that. The campaign goes back to the basics to remind us – apno ka accha, yehi hai life insurance (making good happen for the ones we love, that’s life insurance)."
The film will premiere on TV as a branded short film. It will also release as a shareable Internet film on YouTube and will be promoted on social media using handle #daddyaurzooey. The original soundtrack from the film ‘Tu Hai Mera’ will be aired as a full-length song for radio.
Client: Tata AIA Life
Creative agency: JWT
Creative heads: Chirag Bhasin, Anirudh Verma
Business: Charu Bhatnagar
Planning: Shujoy Dutta
Creative team: Mahesh NS, Rashi Gupta, Tushar Mehra, Amitesh Tandon
Servicing team: Arjun Purkayastha, Swati Singh
Production house: Boot Polissh Films
Director: Shujaat Saudagar
Producer: Ashit Ghelani
Music: Clinton Cerejo