insurance

Shriram Life : Happiness Ka Road Map

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.

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The plans :

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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.

Client: Shriram Life
Agency : 141 Sercon

Tata AIG General : Joys Of A Second Childhood

Direct Response advertising often has the offer said upfront.

But when the communication for a Personal Injury policy, MahaRaksha has an insight-driven idea, THE JOYS OF A SECOND CHILDHOOD and is targeted at settled children of old parents, the inherent drama makes for compelling messaging that tells the story with a smile.

Complementing this idea further was the offer of a Holiday for both old parents at Disneyland, Hongkong.

This ill-fated campaign (much appreciated but stalled by the client’s Asia offices) was conceived 2 years before a competing brand released a full-fledged campaign on this similar idea.

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Client : Tata AIG General Insurance
Agency : Bates 141

Aegon Religare Life Insurance : Get Full Cover

How do you demonstrate to anybody that they have inadequate insurance cover? This challenge got magnified when I was mandated to bring the brand’s advertising slogan Kum Insurance Leneki Bimari (Taking less insurance is a disease) to life in a memorable manner.

Idea : SMALL UMBRELLA – Game

The objective is to move a small umbrella around to help a guy stay dry. A perfect analogy of ‘Kum Insurance Leneki Bimari’.

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A man is standing in the rain with a child-sized umbrella. You have to prevent him from getting wet.

The rain falls from above and slants in from the sides as well.

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As he gets wetter, his shirt changes colour.

Once his shirt is soaked, the game stops and the user is asked the question.

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Client : InMobi
Agency : Phenomenon Brand Architects

Tata AIG : General Insurance Shock

Strong and cost-effective reminder of the importance of general insurance for offices. A simple idea that hits deeper and faster than a 1,000 newspaper ads.

Office-goers entering office on a Monday morning was shocked for a moment. A shock that drove home the necessity for immediate insurance cover.

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Client : Tata AIG
Agency : Bates 141

Tata AIG Life : Women’s Policy Gives Men A Shoebite

When Tata AIG wished to introduce an exclusive life policy for urban Indian women, the strategy was to target the man in her life and make him understand why she needs to be insured.

The idea was very simple – GIVE HER MAN A REALITY KICK. Something impactful that brochures and leaflets couldn’t do.

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Client : Tata AIG
Agency : 141 Sercon