A couple had been married for 50 years. They were sitting at the breakfast table one morning when the old gentleman said to his wife, "Just think, honey, we've been married for 50 years."
"Yeah," she replied, "Just think, fifty years ago we were sitting here at this breakfast table together."
"Yep," the old man said, "We were probably sitting here naked as jaybirds fifty years ago."
"Well," Granny snickered, "What do you say... should we get naked?"
Sure enough, the two stripped down to the buff and sat down at the table.
"You know, honey," the little old lady replied breathlessly, "My nipples are as hot for you today as they were fifty years ago."
"I wouldn't be surprised," replied Gramps. "One's in your coffee and the other's in your oatmeal!"
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Currently, only 13 per cent of India’s workforce is covered by some kind of retirement or pension plan…. And the retired oldies are all not happy sitting together around a breakfast table re-living the past with or without clothes….. and to put it simply, it is a vast unexplored (?)… I will say less explored market as far as products and services aimed at this market is concerned.
Some time back a teaser campaign ran across Indian media in a brave and bold new attempt to put an end to this marketing myopia of sorts… they called it KILB… or Kum Insurance Lene ki Bimari. …..The teaser campaign KILB later unveiled the identity of its brand: AEGON Religare Life Insurance. The campaign where Irfan Khan, portraying a doctor who, in various moments such as in the train or in a lift, asked people around him how much they are insured for. The answer was a low figure… DISMAL !!!!.
He then lamented that” people will buy small things such as groceries for daily use according to their need, but when it comes to buying insurance for their future needs, it is always ignored”. The whole KILB campaign was designed by Contract Advertising, produced by Apocalypso Filmsworks and directed by Pradeep Sarkar…..
The team has struck again with this ad which is making waves in Indian air space now. This time the objective of the campaign is to make consumers realise that saving systematically for retirement is as important as earning for today and provide them with definitive solutions.. this is important in the Indian scenario where people generally invest for today; therefore, life insurance is easier to sell. In the case of pensions, people have to do it for themselves and they would need it after some 20-25 years so they don't pay much attention…. Here goes the ad….
The Idea is striking and the execution is innovative as the protagonist / advisor who sets up the problem and then reveals the solution switch between the present and the future with ease and with enough drama and suspense maintained to the core.
Inflation( ever growing), increased life expectancy and increasing privatisation ( no Govt pensions here after) etc have boosted the requirement for individual pension plans but people are hesitant, and those who are not simply do not know where to start… this dilemma was well addressed and it seems this ad has done to cater to both this issues… to be run over 6 weeks and with a budget of approximately Rs 10 crore and with the wonderful creatives from Contract that is taken into the TG with good media planning and buying by their AOR, Mediacom (I saw in various channels, saw a different and good form in the newpaper this morning, saw it my mail again in a different execution, saw it as a pop up... same idea but not repetitive in execution) ,they are as of now in face to face combat with equal spenders like SBI Life Insurance, Aviva Life Insurance and Max New York Life.
Huge spenders like ICICI Prudential, HDFC Standard Life and Reliance Life Insurance will have to now wake up and notice this small fry who looks different for sure and talk different as well. Needless to say..in a clutter of verbose monotony when some one talks different, attractive, simple and sensible it will make a difference
To Inform and Impress..... if that was the objective of this campaign,I guess they have done it….The communication at least is getting the consumers to call up the given numbers to figure out their pension amounts…
The proof?
I did it just this morning…I, who never ever thought of pension and retirement plans before.... Now I realise that one day even I have to retire and sit at the breakfast table…
1 comment:
Nice post & review. As a late entrant, Aegon had to be different and they are being consistent on that score, be it KILB or this one.
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