OREANDA-NEWS. March 06, 2012. Tata AIG Life Insurance Company (Tata AIG Life) released an extension of their communication campaign reiterating the importance of inculcating strong values and a sound foundation in children, by parents. The new commercial highlights the importance of building good values and principles among youngsters. Values and adherence to them are the soul of the commercial. The campaign focuses on the principle of basics being right and a strong foundation as a step towards a protected and secure future. 

The TV commercial, conceived by Bates India, has successfully showcased the importance of right values, which commences with a daughter convincing her father to meet her boyfriend. The father was reluctant and hesitant and was of the opinion that a new generation boy would not have appropriate values. Surprised by the young boy’s values rooted in tradition, when he touches his feet, he mellows down / opens up and offers support for a coffee date. The commercial ends by emphasising the fact that ‘good beginnings deliver good returns all your life’.

Announcing the rollout of the latest campaign, Vijay Sinha, senior vice president and head of marketing at Tata AIG Life, said, “There is a huge, latent need for financial instruments for long-term savings and protection in India. Hence our brand strategy emphasises on the platform of protection through the creative route of ‘strong foundation’. This brand messaging strategy, that started with the much-liked and acclaimed ‘Thank You’ advertising film, has been resonated in the new campaign. The campaign focuses on our core philosophy of providing life insurance solutions that help build a strong foundation to enable individuals protect their financial needs for a stress-free and meaningful tomorrow.”

Talking about the thought behind the campaign, Dheeraj Sinha, regional planning director, Asia, Bates, said, “In today’s India, growth, progress and moving ahead are the key flavours of life as well as brands. The truth however is that Indians are progressing because of their values and foundations, not without them. As my parents always said, if your basics are right, nothing can hold you back. In an increasingly uncertain time, it is our grounding that will keep us in good shape. Tata AIG Life stands up to this philosophy that our foundations will help us fly, in a context where everyone is merely focusing on winning, achievement and the progress part of the picture.”

Vikrant Ramachandra, vice president, brand marketing, Tata AIG Life, said, “As a wise man said, ‘India has changed. Indianness has not.’ As a Tata brand, the company has always given a strong emphasis on creating a future by nurturing a strong foundation. Our communication campaigns have always focused on inculcating good values from the start. The principle that ‘a strong foundation means a protected future’ is at the core of the brand strategy.”