Bates has created a new TVC for Tata AIG Life Insurance Company. The TVC, first of a series of new communication from Tata AIG, brings out the importance of inculcating strong values and foundations by parents amongst their children.
The TVC shows a family on a breakfast table. When the child on the table is served his breakfast, his father asks him to say thank you to the domestic help who serves him. The child hesitates, but the father forces him to say it and asks him to say thank you to him everyday. The child finally says thank you to the man who has served him, and the film ends with a voiceover that says, "You make the right start of teaching your kids, we will protect their future".
On the launch of the campaign, Vijay Sinha, senior vice president and head of marketing, Tata AIG Life said, “Our core competence is in the area of managing an individual’s financial risks by developing relevant, compelling and differentiated protection-centric products to meet this staggering protection gap in India. In line with our core competence, we at Tata AIG Life have always prominently echoed the need to create a sound and steady future by building and nurturing a strong financial foundation. This very principle is at the heart of our latest communication.”
Commenting on the creative idea, Sonal Dabral, regional executive creative director and chairman, Bates India, said “If we look at the world around us today, with its rampant consumerism, the thought of the fundamental values passed on to us by our parents eroding in the near future is quite scary. The ‘Thank you’ film is relevant in such times not only from a brand point of view but also from a social point of view. Inculcating the right values in our children, in today’s fickle times is what will help our nation achieve her true potential in the coming years. The idea of imparting the right fundamental values, along with the opportunity of engaging the consumers in a relevant manner is what is most exciting about this campaign”.
Vikrant Ramachandra, vice president, brand marketing, Tata AIG Life added, “The Tata Brand has always stood for strong values with the right Foundation. An Insurance Plan is indeed a foundation of any Protection Plan. This Brand communication program leverages the importance on the ‘foundations’ of building a strong Protection plan.”
Client: Tata AIG Life Insurance Company
Agency: Bates Asia
Creative: Sonal Dabral, Sagar Mahabaleshwarkar, Juhi Chaturvedi, Priyank Bengali and Manoj Bhavnani
Film: Amol Sonawane
Account management: Sandeep Pathak and Jaikishan Menon
Account planning: Dhiraj Sinha
Production house: Foot-candles
Director: Vinil Matthew