Selling insurance through high-octane campaign
Directed by Soaeb Mohammed, the campaign has been created by Taproot Dentsu, reflecting Aditya Birla Capital’s brand values

Aditya Birla Sun Life Insurance (ABSLI), the life insurance arm of Aditya Birla Capital Limited (ABCL), is now up to provoking people to self-realise their needs through its new high-octane campaign. The company thinks that a majority of people are yet to fully comprehend the role Life Insurance can play in their lives and 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. The campaign is being rolled out 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. ABSLI is a 51:49 a joint venture between the Aditya Birla Group and Sun Life Financial Inc, a leading international financial services organisation based out of Canada.

“The new campaign or the new television commercial (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,” said Ajay Kakar, chief marketing officer, Aditya Birla Capital.

The new brand campaign and the TVC 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 lives.

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.

“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 realising the need for insurance in their lives. If they do, we are standing by with the answers,” said, Pallavi Chakravarti, ECD (executive creative director), Taproot Dentsu.

Vinod Thadani, chief digital officer, Mindshare South Asia, on his parts, said, “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-realisation of the need for protection, the campaign has been one of the most engaging and interesting that we have worked on.”

Meanwhile, till December 2017, total AUM of ABSLI stood at Rs 36,877.30 crore. It recorded a gross premium income of Rs 3,791.20 crore in the nine month ending 2017-18 and registering a y-o-y growth of 20 per cent in Individual First Year Premium. It posted a net profit of Rs 120 crore. ABSLI has a nation-wide distribution presence through 433 branches, 6 bancassurance partners, 7 distribution channels and has over 8,000 employees.

Ritwik Mukherjee