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