Shephali Bhatt
Jul 18, 2012

Tata AIA reiterates importance of values in new film

WATCH the ad campaign created by Bates India

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Building on its brand philosophy of strong values, Tata AIA Life (former Tata AIG) has released a new campaign. Besides a third film on the same platform, the campaign would be executed across print and outdoor. Bates India has conceived the creative for the campaign and Madison Media will handle media. The film will stay on air for the next four weeks.

The film, shot in Wilson College, Mumbai, opens in the office of a school principal sitting in front of parents who are anxiously seeking admission for their ward. The principal sternly inquires whether they have tried other schools before coming to her. The mother begins to fumble in an attempt to articulate a response. At this point, the father firmly admits that they have indeed tried to seek admission in three other schools but in vain. After moments of graveyard silence in the room, the principal starts chatting with the kid thereby indicating that she respects their honesty and therefore would be willing to take the child in her school.

Vijay Sinha, senior vice president, Tata AIA Life, said, “Strong values are integrated both in intent and behavior across our organisation. In a fast-changing world, we firmly believe that inculcating these values stand in good stead as the child grow. Like a good insurance policy, strong values and foundations give good returns through life.”
Vikrant Ramachandra, vice president and head, brand marketing, Tata AIA, added, “A brand must reflect the ideology of its genotype. And it has got to be consistent across executions. This third film, in a series, does that. The emphasis across executions have been to portray real and believable situations that is of high concern to parents.”

Sagar Mahabaleshwarkar, national creative director, Bates India, said, "When you hit upon a good idea, it's always easy to write magical stories around it."

Unplugged moments:

Juhi Chaturvedi, executive creative director, Bates India, recalled anecdotes from the shoot. She said, "Kamlesh Gill, the lady playing the role of a school principal, plays the role in real life as well. No wonder she was doing her part so seriously that it ended up scaring (a bit) the actors playing the parents. We had to tell her to tone down a bit." Gill is also a popular theatre actor in New Delhi and was last seen playing the role of 'biji' in Vicky Donor. Chaturvedi said the location for the shoot was quite scenic since the college was right in front of the sea. "It was pouring throughout the shoot which ensured that we had a crazy time shooting for the ad but it was great fun at the same time," she added.


Client: Tata AIA Life

Agency: Bates Asia

National creative director: Sagar Mahabaleshwarkar

Executive creative director: Juhi Chaturvedi

Film director: Shoojit Sircar

Production house: Rising Sun Films

Account management: Tiraz Balaporia, Rakesh Varma, Shraddha Tandale

Media agency: Madison Media

Campaign India