Aviva Life Insurance is launching its new ad campaign on 26 September 2009 targeting the child plans space with the thought – "Education is Insurance" conceptualised by BBDO India.
Aviva Life Insurance is launching its new ad campaign on September 26, 2009 targeting the child plans space with the thought – "Education is Insurance" conceptualised by BBDO India. This is in line with the "recognition" theme across the globe.
A recent survey – Aviva Young Scholar Insights conducted by Aviva and IMRB – revealed that 93% of parents in India are saving towards their children’s higher education as they believe education is the only insurance they can provide to their children. Aviva’s latest TVC for its Child Plans, demonstrates "Education is Insurance".
Josy Paul, chairman and chief creative officer, BBDO India, said: “Sachin Tendulkar is the face of Aviva Life Insurance. In the film there's a beautiful moment when Sachin says - 'mein bhi ek pita hoon, aur mein yeh samajhta hoon'. I think this candid confession captures the essence of our idea. When it comes to the education for our children, even the world's greatest cricketer becomes just another concerned parent. Just watch how naturally Sachin Tendulkar sends the child off to school."
Speaking on the occasion, Vishal Gupta, director marketing, said: “At Aviva India, we recognize that ‘Education is Insurance’ and as a brand therefore, we help parents remove financial constraints in providing the best education for their children. We see Sachin Tendulkar, not as a cricketer, but as a concerned parent in this campaign, who is thinking about his child’s future.”
Conceptualized by BBDO, and directed by Sujit Sircar of Rising Sun Productions, the TVC seeks to promote Child Plans offered by Aviva in India. The ad-film is a collage of early rituals in a child's life. It opens on a south Indian ritual where the grandfather helps a two-year old girl write her first alphabet on a bed of rice grains. A baptism ceremony follows. We then see a Bengali Onno-prashon ceremony where the baby reaches out and touches the book. This is when Sachin Tendulkar enters the frame to make his point. The basic communication idea here is that children are the future of our country and every parent has a dream for their kid’s future. But there are no guarantees in life. The only guarantee a parent can give to his child is good education. Sachin Tendulkar, Aviva’s brand ambassador, is used effectively to communicate this powerful message.
-ends-
For additional information, please contact:
Pooja Khan
Aviva India
E-mail: pooja.khan@avivaindia.com
Telephone: 0124 2709082