ABCL latest campaign provoke people to realize the need for Life Insurance

In a bid to help people realize the real role and value of Life Insurance, Aditya Birla Sun Life Insurance (ABSLI), the life insurance arm of Aditya Birla Capital Limited (ABCL), today launched a high-octane campaign across 36 TV channels and social media. The campaign is first-of-its-kind reflecting ABCL’s brand values and purpose and is also the very first ad campaign for the Life Insurance business to be launched post the formation of Aditya Birla Capital. 

True to the brand’s purpose, the campaign is provoking people to self-realize their needs as a majority of people are yet to fully comprehend the role Life Insurance can play in their lives. Life Insurance has ended up becoming a savings or an investment or a tax-saving tool, depending on how it gets sold to the end customer.

With an objective to provoke people the film uses an interesting format of a social experiment to get people to think about what they are really afraid of and how prepared are they to mitigate their fears. It aims at creating awareness amongst individuals to first identify fears faced and accordingly equip themselves towards combating these with appropriate Life Insurance solutions. The film outlines unique worries faced by individuals and suggests that protection solutions can give them the courage to face and lessen their uncertainties. For only when people start actively thinking about their fears, will they take the first step towards protecting all their life's needs, throughout their life.

Commenting on the choice of theme, Ajay Kakar, Chief Marketing Officer - Aditya Birla Capital added, “This TVC is another important milestone in our journey of transformation towards how people experience our brand. This film is an attempt to appropriate the relevance of Life Insurance, which is to help individuals protect their income in their working years, once they have retired and once they are no more. We are here to enable individuals to protect what they value and this film is one more step towards this commitment.”

Directed by Soaeb Mohammed, the TVC has been created by Taproot Dentsu India with Early Man Film handling production and Mindshare being responsible for Digital and TV Media Planning. 

Commenting about the film, Pallavi Chakravarti, ECD, Taproot Dentsu said, “The brand language we are trying to evolve for Aditya Birla Capital is one in which we don’t tell people what they should be feeling or doing. We let them come to those conclusions by themselves. In the case of Life Insurance for example, we have juxtaposed the fears of adults with those of children. The fact that kids have easy solutions to deal with their fears while adults seldom do, creates a tension that fiction cannot. The aim is to provoke people into realizing the need for insurance in their lives. If they do, we are standing by with the answers.” 

Vinod Thadani, Chief Digital Officer – Mindshare South Asia shared, “This campaign seeks to provoke people into re-thinking their fears while planning to mitigate the same. The roll-out across various channels have been aimed to reach out to as many people as we can. Revolving around self-realization of the need for protection, the campaign has been one of the most engaging and interesting that we have worked on.”