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.
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.
Client : Tata AIG General Insurance
Agency : Bates 141
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’.
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.
As he gets wetter, his shirt changes colour.
Once his shirt is soaked, the game stops and the user is asked the question.