Raahil Chopra
Mar 09, 2012

Tata AIG shows the importance of a strong foundation in its new TVC

WATCH the TVC created by Bates here

wide player in 16:9 format. Used on article page for Campaign.

Tata AIG Life Insurance has launched an extension of their campaign that talks about the importance of inculcating strong values and foundations by parents among their children.

This TVC, created by Bates India, opens with a daughter convincing her father to meet her boyfriend. The father disapproves of her boyfriend and has the opinion that a boy in this generation would not have appropriate values. Just as he says that the boy walks in and surprises the father by touching his feet. The man tries to stop the boy, but the boy says it's something he has been doing since his childhood. The man is surprised by the boy’s values and starts talking to the boy. The commercial with a voiceover that emphasises the fact that 'Good beginnings deliver good returns all your life'.

Commenting on the campaign, Vijay Sinha, senior vice president and head, marketing, Tata AIG Life, said, “There is a huge, latent need for financial instruments for long-term savings and protection in India. Hence our brand strategy emphasises on the platform of protection through the creative route of ‘strong foundation’. This brand messaging strategy, that started with the much liked and acclaimed ‘Thank You’ advertising film, has been resonated in the new campaign. The campaign focuses on our core philosophy of providing life insurance solutions that help build a strong foundation to enable individuals protect their financial needs for a stress-free and meaningful tomorrow.”

Commenting on the thought behind the campaign, Dheeraj Sinha, regional planning director (Asia), Bates, said, “In today’s India, growth, progress and moving ahead are the key flavours of life as well as brands. The truth however is that Indians are progressing because of their values and foundations, not without them. As my parents always said, if your basics are right, nothing can hold you back. In an increasingly uncertain time, it is our grounding that will keep us in good shape. Tata AIG Life stands up to this philosophy that our foundations will help us fly, in a context where everyone is merely focusing on winning, achievement and progress part of the picture.”

Vikrant Ramachandra, vice president, brand marketing, Tata AIG Life, added, “As a wise man said, ‘India has changed. Indianness has not’. As a Tata brand, the company has always given a strong emphasis on creating a future by nurturing a strong foundation. Our communication campaigns have always focused on inculcating good values from the start.The principle that ‘a strong foundation means a protected future’ is at the core of the brand strategy.”

Shoojit Sircar from Rising Sun Films has directed the film. Ronnie Lahiri is the producer.


Client: Tata AIG Life Insurance Company
Agency: Bates Asia
Creative: Juhi Chaturvedi, Sagar Mahabaleshwarkar
Film: Amol Sonawane
Account management: Tiraz Balaporia , Rakesh Varma, Shraddha Tandale
Account planning: Dheeraj Sinha, Abhishek Chaturvedi
Production house: Rising Sun Films
Director: Shoojit Sircar
Producer: Ronnie Lahiri
Music: Amar Mangrulkar 

Campaign India

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