Shriram Life in partnership with Sanlam Life (South Africa’s largest insurance player) was a late entrant into the Indian life insurance market in 2009. The brand and its offerings naturally, had to be uniquely positioned.
There’s more to insurance than simply securing the future, a cliched oft-repeated brand positioning. Life is a journey with several milestones along the way. Shriram Life ensures happiness at every step along the way.
HAPPINESS KA ROAD MAP (Road map of happiness) is an insightful idea that brings Shriram Life’s offering alive in more ways than one.
The campaign’s illustrative rendering made customers feel easy and comfortable to approach this new brand as compared to competition that took a too ‘serious’ view of life insurance.
The plans :
The Happiness Ka Road Map campaign gave the Indian life insurance industry’s newest player Shriram Life the attention and sales it wanted, and also gave us at the agency Gold at the Abbys in the Digital category.
In 2007, when we at 141 Sercon decided to start a digital agency, we knew that clients would more than welcome the idea while my creative team would lick their lips at the opportunity to unleash goodies. Yes, that’s exactly what happened and the cherry on the fun cake was that our website won at the India Digital Media awards.
Company name : I named this new company 1010. A numerical name as it belonged to the 141 Sercon family and the fact that the name had the essential binary digits that are the DNA of anything that exists in the digital space. This elemental name 1010 reflected the simplicity of our approach and the edginess we wanted for our digital work to possess. From the fancy company name to its zany website, was a task me and my team thoroughly enjoyed living through.
Websiteidea : THE WONDERLAND. A beautiful world that we at 1010 called our digital space. It had the madness, thrills, fun and interactivity that we believed digital communications had. You could control the website at the pace you wanted, which was testimony to the freedom this space allowed users to have and play with. Of course, there was also a Real World option for those clients who were less courageous in their marketing approach.
The website starts in our present world and when you click on the rabbit, the journey begins. The rabbit leaps into a burrow and drops you all the way into the magical Wonderland of 1010. Here you not only discover what 1010 delivers but also meet the various animals who represent each department.
After hours, unwind at The Mad Beer Party. Dance to new versions of old rhymes whose meanings reflect 1010’s approach to various aspects of digital communication.
From naming to designing to copywriting and singing, 1010 was a Wonderland for me as well!
DLF City V (as in 5) is a premier residential project akin to a mini city in Gurgaon, near New Delhi. Spread over acres and acres with its own sprawling golf courses, it promises its residents a lifestyle that’s reminiscent of modern living in the world’s best cities.
DNA of V (5) : Apart from victory, V as a Roman numerical exhibits ‘Freedom in action‘. It is characterized by the following traits: Playful, freedom, adventure, growth, energy, imagination, individualism, flare for living and enjoying the good things in life.
All these qualities when ingrained into a residential plus commercial property, make it a sanctuary that people would love to belong to.
The logo : As the city is about celebrating living, the logo symbol is infused with ‘active’ life elements, traits of V (as a Roman numerical). It symbolizes an assimilation of the city through its 4 quarters or drives; rendered in a neo-classical art bent with naturalistic ornaments.
Each drive (quarter) is in essence a free-flowing V within which life buzzes through various activities relating to that particular drive – Golf, Park, Residency, Horizon (offices) – and crowned by a symbol representative of that drive. The 4 drives (quarters) integrate to form a classical diamond form that has an elitist expression about it, reflecting the premium habitation of the city.
The copper color is enrichment on the color orange that is associated with V (as a Roman numerical) and reflects a bright, cheerful and positive nature. Font Perpetua balances the branding, lending an elegance to the name worthy of the magnitude and scale of the place.
This project was part of a wayfinding and environmental design pitch.
Client : DLF Group
Agency : Phenomenon Brand Architects