Birla Sun Life Insurance seeks to smoothe the fluctuations of life
Wealth is usually the conduit to achieve one’s dreams. And the journey to those coveted dreams often takes a lifetime. Keeping this in mind, Birla Sun Life Insurance has created a product solution – Wealth with Protection Solution, and it was JWT’s task to map out a powerful and relevant communication strategy.
Being successful is often mistaken for the amount of clout or wealth one possesses. But the reality is that whatever be the approach to become successful, wealth usually follows success. And wealth is usually the conduit to achieve one’s dreams. But the journey to those coveted dreams often takes a lifetime. Keeping this in mind, Birla Sun Life Insurance has created a product solution – Wealth with Protection Solution, and it was JWT’s task to map out a powerful and relevant communication strategy. The TV campaign encompassing this strategy is set to break on September 17.
Speaking on the campaign, Kishore Tadepalli, Vice President & Client Services Director, JWT, said, “The campaign was based on a simple premise – money fulfills dreams, the fulfillment of these dreams is the best parameter to judge success and one can make this money only through solid financial planning, by taking account of both the ‘ifs’ and the ‘if nots’.”
The ad is targeted at the modern ambitious Indian in the 30-35 age bracket, who is on the road to progress, is successful, well settled, and probably has kids too. The insight to the campaign was born out of fact that was a precipitation of certain basic traits of this modern ambitious Indian. People believe in the ability to achieve their dreams, they want to reach their goals fast. People also want to enjoy this journey of ascent and want to feel the power to be able to step change their fortunes. But, he is not willing to confront a reality in case of an unforeseen event in this journey.
In the light of these facts, choosing the protagonists around whom this campaign would be built and the treatment and execution of the creativity became all the more important. The over-riding belief among the TG was the journey till one becomes successful is the most critical and the journey after that will take care of itself, which is far removed from the truth. When one is successful, one needs to try doubly hard to retain it.
The approach to the creative was based on this truth. Tista Sen, Executive Creative Director, JWT Mumbai, said, “We wanted a successful person himself to communicate his insecurity. The protagonists had to have mass appeal, recognition and they had to be widely accepted as being successful. And all fingers pointed out to great Indian past-time – Cricket.
Cricketers or sportsmen in general have short careers. The great question mark is always the next match, the next innings, or even the next ball. The great ascent can all come down crumbling with poor form, injury or competition. But with the hype around their careers and their lifestyles, there is almost an accepted belief that once you are a cricketer and make it to the national team, life is settled. Here again, the reality is far removed. And recent cricketing memory pointed out to two great sportsmen that the game as ever seen – Yuvraj and Sehwag. Both had their shares of highs and lows. With individual records of achievement and the fame and recognition to boot followed up with the media and fans writing them off due to poor form.”
To achieve the mandate of shaking the TG from their apathy and lead them to action, the message should appear genuine and honest. Whatever the cricketers did on camera, it was very clear from the onset that the attempt should not look like yet another endorsement for them. Pradyumna Chauhan and Shweta Iyer, Senior Creative Directors, who conceptualised and wrote the campaign, said, “Everything fell into place after we came up with expression – ‘Jab tak balla chalta hai, thaat chalte hain… Warna…’. Even while scouting for the right director, it was amazing to see how all who read the script took to this line… They gave two thumbs up to it and showed extreme interest to do the films. But after several meetings, we chose Nikhil Rao, because of the vision he created for these TVCs.”
It took nearly two months and several attempts to finalise the narrative. And the format agreed upon was a very innovative one. To have no scripts at all. The entire careers of the cricketers were plotted with their highs and lows. And only questions were finalised about these, almost like a candid talk.
Chrome Pictures’ Nikhil Rao said, “It was a collaborative effort from the start. Everyone was aligned to using the celebrity cricketers in the most honest fashion. We did a lot of research before we finally decided on the format. And what we actually went on to do is probably something not many people would have attempted, or at least not done so far.”
Tista Sen added here, “The Birla Sun Life Insurance campaign is an honest and refreshing take on the realities of life as we know it. The use of cricketers goes beyond just brand endorsement and truthfully echoes an insight everybody identifies with. Life is uncertain and we should be prepared for any eventuality, this message is heightened even further when we hear it from the very cricketers we admire and emulate.”
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The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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