Tata AIA Life Insurance launches ‘Rakshakaran Heroes’

Tata AIA Life Insurance has launched the Rakshakaran Hero campaign that addresses twin concerns of green cover depletion and lack of Life Insurance penetration in the country. The campaign breaks with a new brand film that inspires the consumers to protect the future of their families as well as that of the planet.

The campaign highlights the pledge that the company has made towards planting a tree for every Tata AIA term policy bought.

An extension of the brand promise of Tata AIA, Rakshakaran Ki Reet, the TVC highlights the larger purpose that buying a term policy serves. The Rakshakaran Hero campaign establishes the idea that by protecting the family’s financial future, the consumer is also participating in the larger good of protecting the planet, by making it greener, thus making him a Rakshakaran Hero.

The commercial, conceived by FCB Ulka, opens inside a modern Indian house where the father has just bought a life insurance plan from Tata AIA Life as the wife looks on. Their children start hugging the father with joy and love, for ensuring a financially secure future for the family. Suddenly, something delightfully unexpected happens. Kids from diverse backgrounds, from across the country, emerge from all around and start entering the house and begin giving the father a hug. It is a ‘thank you’ hug, for protecting their collective future by protecting the planet. The film ends with the message - Tata AIA Life Insurance ke term Plan se aap sirf apni family ki hi nahi, planet ki bhi raksha karne ki reet nibhaate hai (With Tata AIA Life Term plan, you not only practice the ritual of securing your family’s future, but also embrace the ritual of protecting the planet). The new campaign on Rakshakarn Hero by Tata AIA Life Insurance expresses the pride and joy of being responsible for the planet.

Speaking on the Rakshakaran Hero campaign, Rishi Srivastava, MD & CEO Tata AIA Life Insurance said, “Financially securing families while protecting the environment blends our purpose with a larger societal goal. We celebrate our policyholders for championing this cause and taking the firm step of protecting their families and everyone’s collective future by protecting the environment. The Rakshakaran Hero campaign film celebrates our policyholders as the real Rakshakaran Heroes who earn the love and adulation of many, especially children, whose future they protect.”

“With mounting concerns over fast-degrading quality of air and waning green cover, we feel we must play a proactive role in countering the ill-effects. I am proud that our campaign has hit the right chord with the consumer as they promise a cleaner, brighter future to our coming generations,” he added.

The campaign has been designed by creative agency, FCB Ulka. The TVC will run for the period of one month during the entire India – Australia Cricket Series. It will be seen via TV, Digital and Outdoor platforms.

Speaking about the film and the campaign, Keigan Pinto, National Creative Director, FCB Ulka, shared, “It is a moment of immense pride for us to have our partners, Tata AIA Life Insurance, do their bit to make the planet greener, healthier and more sustainable. But it is no surprise when it’s a Tata group company. Creatively, we wrote a story about our protagonist getting appreciated, thanked and hugged not just by his own kids, whose future he just protected by buying life insurance, but by a bunch of over 30 happy kids from diverse backgrounds, who eventually create the really big, warm hug. What an experience it was. Kids, who represent our future, showing affection for a Rakshakaran Hero who just protected their collective future. We are grateful, once again, to our partners Tata AIA Life Insurance for supporting what we believe is a good creative for a noble cause.”

Rakshakaran Hero initiative was started in Sept 2019, wherein a sapling is planted in the name of the policy-holder for every term policy that is bought. These saplings are planted in designated regions across India to enhance the much-required green cover in country. Under the unique Rakshakarn Hero initiative, the organization has already planted over 60,000 trees.


Creative team details

Production House – Fuel Content

Director – Alok Kulkarni

Duration – 20secs master and 15secs cut down and 45secs for digital medium


FCB Ulka team


Keigan Pinto, Creative Head

Wiless Dmello, Copy Supervisor

Mohnish Chawla, Copy writer

Dattatray Gholkar, Associate Creative Director

Siddhesh Kadge, Sr. Art Director



Kulvinder Ahluwalia, President

Ramiya Nambiar, Vice President


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