Know Thy Breaks
Posts tagged Dungarpur Films
Experience An Afterlife In The Same Birth
Jun 2nd
Tag line: Retirement Matlab World’s Best Job
Client: ICICI Prudential life
Brand: ICICI Prulife Retirement Solutions
Creative Agency: Lowe Lintas
Exec Creative Director: Ameer Jaleel
Director: Shivendra Dungarpur
Production House: Dungarpur Films
Duration: 50 secs
Year: 2009
Story: ICICI Prudential has been at retirement solutions since 2002, the first in the category. Similar to its previous campaigns, this one also aims at building a positive outlook towards retirement. But this is the first change in tag line since the maiden ad, when the tag line was ‘Retire from work, not life’, though the brand idea was the same.
Message: The life insurance advert works on to change perceptions of retirement & help consumers to see that there is an upside to retirement. The aim is to go beyond stirring the consumer, & get him to start seriously investing in his future. It aims to make retirement aspirational for the hesitant Indian consumer. Hence, the route of pulling out one’s secret desires that have taken a backseat somewhere in the course of life. (***)
Insight: The insight is that of looking at the dreams that people stash away at the back of their minds, due to the daily grind of a job and other responsibilities. Also, the fact that it isn’t part of the Indian culture to invest for their own future. They’d rather plan for a house, children’s education & even marriage, but only a few will plan for life after retirement. (***)
Freshness: It’s an off beat idea to relate to the younger working man, who could then wisely save for his future, instead of portraying his harsh future, if he doesn’t invest. A fresh perspective to retirement & that too so very positive, in this aspirational era, where everyone wants everything & more. The greenery & sunny ambience in the film add to the positivity. Altogether it really gels with urban young audience. (***)
Verdict: There’s a concept in the tag line that can grow into much more. But The proposition with this category is the same, which doesn’t make the ad stand out very prominently. The execution of the ad is such that it sticks in the mind. If ever evolved into a campaign, it might possess the ability to dent this Indian truth (or perception)that the retirement is a compromised state in life.
Hifaazat Se Majboor
May 27th
Tag line: Jiyo Befikar
Client: Bajaj Allianz
Creative Agency: M&C Saatchi
Exec Creative Director: Rajiv Sabnis
Creative Team: Parveez Shaikh, Hemant Sapre & Shaista Vaishnav
Lyrics: Gulzar
Singer: Sukhwinder Singh
Music: Vishal Bharadwaj
Director: Shivendra Singh Dungarpur
Production House: Dungarpur Films
Duration: 45 secs
Year: 2009
Story: Bajaj Allianz has unveiled a new multi-pronged corporate campaign, to re-emphasize its scale and stature in the category. The ad comprises of montage of visuals depicts that how people enjoy life taking risks when they have the assurance of protection by a loved one. While the earlier campaigns talked about products and the Super Agent (its mascot), the new one talks about how one can live a care-free life.
Message: Your mother shields you from rain. Your husband holds your hand while crossing the road. You protect your baby from sharp edges. Each of us is protected by our loved ones. Protection, which helps us live carefree. So the ad highlights Bajaj Allianz’s promise to give consumers Hifaazat (loving protection) from all risks by enhancing their financial opportunities & helping them live life to the fullest. (***)
Emotional Appeal: When it comes to an intangible product like life insurance, trust plays an important role in convincing a customer. Bajaj Allianz made a clever move at the right time… choosing to reinforce their consumer connect during a slowdown, when no one was actually trusting financial institutions. And Hifaazat or protection is a human instinct. People want to instinctively protect their near and dear ones from harm’s way. This human insight is at the centre of this creative strategy. The film sensitively portrays the protective and hence carefree relationship between loved ones. (****)
Music: Yeah, it deserves a mention as this is what you call soulful bliss… rendered by the infallible combo– Gulzar Sa’ab, Sukhi Paaji & Vishal ji. A song that you can go on listening to for years and still won’t get bored of it. Sukhwinder has an uncanny knack of breathing life into the lyrics via his vocal chord… and what about this line ‘Jiyo har lamha, tumko zindagi peene ki aadat hai’ which delivers the real impressive punch. (****)
Freshness: Hitherto, Bajaj Allianz had done an excellent job of persuading people to buy into their products through rational and product-focused communication with the Super Agent being the important face of the brand. But moving away from its earlier motto – Jaisi Zaroorat, Vaisa Insurance (tailor made to your needs), it now says, Jiyo Befikar (live without worries). As the brand touches over millions customers across age groups; geographies & income classes, this universally appealing positioning is a timely & mindful move. (***)
Verdict: This deliberate shift from functional communication to a more emotional communication based on real life situations, had to be needed to create a much stronger connection with the TG. The ’Jiyo Befikar’ TVC does just that. While the communication needed to focus on both life and general insurance, it brings out clearly in a climax shot that Bajaj Allianz offers a range of life and non-life insurance solutions.
