JWT gives Tata AIA Life a complete brand makeover

J. Walter Thompson’s new campaign for Tata AIA Life, ‘Daddy aur Zooey’ gives the brand a complete makeover. The new campaign from the brand redefines Life Insurance by reminding everyone of a simple truth – ‘We live for the good of our loved ones’. A sentiment that’s the heart of life insurance, but often forgotten in the cluttered category.

Commenting on the campaign, Ravi Vishwanath, Deputy CEO, Tata AIA Life said, “Making Good happen for our customers, partners, shareholders, and employees is why we exist.  Our campaign tells a simple truth well, but in a fresh way.  I am grateful to the amazing JWT Delhi and Boot Polissh Films teams for translating our vision into this campaign, which is a labour of love.”

The campaign breaks with a 4-min film, ‘Daddy aur Zooey’- a soul-stirring story of a father and son, the unique relationship they share. It is a film that is unflinchingly real, depicting bittersweet moments that we have all lived through.

“It's a proud moment to be part of rebuilding, redesigning a Tata brand from ground up. A unique look and feel to life insurance that makes it more now, approachable and people friendly. And with all hope to greater success”, says Anirudh Verma, VP & Senior Creative Director.

Breaking all media conventions, Daddy aur Zooey will be premiered on TV as the first branded short film by an Insurance company. It will be also released as a shareable Internet film on YouTube and promoted under the social media handle #daddyaurzooey. The Original Soundtrack from the film ‘Tu Hai Mera’, will be aired as a full-length song for radio listeners. The film has been produced by Boot Polissh Films.

“Insurance is perceived to be cold and transactional. And we hope to change that. The makeover is a relentless pursuit of past nine months to bring out the inherent goodness that lies within the category”, says Charu Bhatnagar, VP & Client Servicing Director.

Part of a three-phased integrated campaign that includes a series of light-hearted films, ‘Daddy aur Zooey’ marks the launch of a bigger brand philosophy, ‘making good happen’- a promise to protect the good in people’s life, no matter what. The campaign also sparks a complete revamp across all media touch points and a much stronger brand identity to make insurance more human, more friendly, more every day.

“At its purest, life insurance is nothing but doing the right thing for the people we love. We are surrounded with stories of things people do for the good of our loved ones. Somehow, we just keep forgetting them. The campaign goes back to the basics to remind us – apno ka accha, yehi hai life insurance”, concludes Chirag Bhasin, AVP & Senior Creative Director.

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