LIC extends brand proposition of saving for the future
After winning LIC's business in a multi-agency pitch, Rediffusion Y&R has created a campaign LIC's Single Premium Plans with the positioning of 'Be rest assured once and for all'
BestMediaInfo Bureau | Mumbai | February 8, 2016
Soon after winning the account, Rediffusion Y&R has conceptualized LIC's latest ad film for two of its single premium plans, namely, 'Bima Bachat' and 'Jeevan Shikhar'. The campaign extends the brand proposition of 'Be rest assured once and for all'. The communication is targeted at upper middle class families.
LIC's objective is to build their communication to familiarize people with the benefits of single premium endowment plans, thereby encouraging them to invest in them. The campaign aims at making people realize the importance of saving early in life and investing in the future of their loved ones. And that's what the product offering of LIC exactly does.
The film shows a daughter reminding her father that she will be 18 years old in the coming week and he should refrain from getting her any teddy bear or robot toys. To her surprise, her father gifts her a jewellery set. The daughter is delighted. However, her mother is concerned about, to which the father explains, “Our daughter is getting older. Instead of various small investments we should now look at big investment. It gratifies our daughter and prepares us for the future too.” Interestingly, the daughter in her innocence asks her father if the gift has to do something with her marriage, adding that she is too young to marry.
Pranav Harihar Sharma, ECD, West & North, Rediffusion Y&R, said, “The film taps the mind space of a father, how he thinks long-term and in the disguise of a birthday gift, how he starts planning for a bigger occasion in future. And this actually is a beautiful thing that only we Indians have. The habit of saving and planning for future is an in-bred thing in us and that's the core insight of the film. The storyline was kept simple and slice of life and the effort was to connect the story seamlessly back to the product offering from the brand. I think simplifying a product in an interesting way is the job of communication and that's what we tried doing here.”
Dhunji S Wadia, President, Rediffusion Y&R, added, “We were given a very detailed and specific brief. This helped the team in terms of addressing the issues and working on an interesting creative solution."
The TVC:
Credits:
Agency: Rediffusion Y&R
President: Dhunji S Wadia
CCO: Rahul Jauhari
Head of Operations, Mumbai: Uttio Majumdar
ECD, West & North: Pranav Harihar Sharma
Creative team: Sreejit Kodoth, Sahil Aditya
Business Head: Sameer Joshi
Brand Partner: Priyaratna Suryawanshi
Client Servicing: Clarissa Pinto
Films Head: Harish Mishra
Production house: Elements Films
Director: Vivek Das Choudhari
Executive Producer: Sandeep Patil
Music Director: Hanif Sheikh