Death is deleted. Thank God! Insurance ads is all about ‘life’
A ‘not-so-fun’ category like insurance has undergone a shift in its communication stance – from sadness and death to positive aspects of life, which will help you live longer and let’s say stronger.
Fortunately, insurance is no longer associated with the ‘unfortunate aspect of life’. In commercials, visuals of a widow narrating how insurance made her life easy, gloomy scenes of death and destruction have been deleted permanently. Now, insurance ads talk about ‘how to live life well’ rather than ‘how to be better prepared for death’. Some of them even make you smile.
The ‘whacky’ ones like the tiny tot growing up with the ‘symbolic’ tree and reaching to meet his loved one or the unsuspecting couple greeting their son’s ‘firang’ girlfriend and child that follows, and the resilient Dravid getting advised by every Tom, Dick and Harry.
Let’s not forget the unplanned and planned ads from Metlife. All sing the tune of happiness, some even take it forward and add a pinch of ‘khuddari’ (self respect), but this too in a positive way.
Advertisers have clinched the emotion right. Modern Indians believe in living their lives well rather than worrying about death. Then why depict this at all?
Swapan Seth, Co-CEO, Equus Ads, reasoned, “The shift in the advertising stance is nothing but a reflection of the shift in the consumer segment. From fatalism, it has moved to pragmatism. It is as simple as that.” Equus has created the eight-part series for Max New York Life with Rahul Dravid.
The Indian mindset has changed and it was high time both marketers and advertisers woke up to understand this. “The young generation also looks at taking up insurance policies. However, unlike the old times when people used to associate it as ‘mere’ security, now everybody wants to work shorter, live longer and hence, look at policies that can upgrade their life and come handy when they are ready to pack their bags,” said Vikram Ramachandran, Group Account Director, Bates India, who was has been involved with the commercial for Tata AIG.
Tongue-in-cheek humour, ‘peanut’ characters and capturing the ‘unpredictable’ – these are all tools used to counter the ‘moment of truth’ positively. On how the ‘planned-unplanned’ commercial made all the difference to Metlife, Gaurav Suri, Director-Marketing, said, “This campaign has been effective in raising our awareness levels from 21 per cent (October, 2004) to 38 per cent (March, 2005). This data is based on the Life Insured Brand Health Monitor of ACNielsen ORG MARG.”
McCann Erickson Creative Director Tony Lawrence felt that in India, typically, ‘intelligent humour’ worked well (as opposed to slapstick).
“Advertising, above all, has to entertain. No one wants to see heavy, loaded and morose stuff, especially with the remote perpetually aimed at the screen. Life insurance, or for that matter even general insurance, intrinsically is a serious category, but this doesn’t mean the communication also needs to be like that. The format of ‘if you don’t do this, you will suffer’ can and does put off people to the extent of completely closing out the brand itself,” he explained.
Emotions like “khuddari” can also add the spice to the campaign. For HDFC Standard Life Insurance, it was essential to break the clutter. Rajesh Aggarwal, Executive Director, Dentsu, said that the storyboard had to be appealing for this ‘late entrant’ to communicate strongly.
“HDFC Standard Life Insurance was late to join the communication arena and we really had to go back to the consumers to understand what emotions they attribute to insurance and ‘self respect’ was the verdict,” Aggarwal said.
Sanjay Tripathy, Head-Marketing, HDFC Standard Life Insurance, delved deeper on what led to the ‘definite shift’. “Khuddari is a deep-rooted Indian value, which defines the way we all love to live – ‘On our own terms, with our heads held high’. And life insurance is a critical solution to ensure that the family’s financial independence and self-respect is maintained at all times,” he said.
Whether it is humour, happiness, self respect or any other aspect of life that is being captured by the advertisers for a not-so-fun category like insurance, all’s well that truly ‘ends’ well. Isn’t it?
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
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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