OREANDA-NEWS. July 25, 2012. Tata AIA Life Insurance Company (Tata AIA Life) announced the release of its new television commercial, Admission, reinforcing the importance of values and foundations necessary for a secure future. The commercial leverages a strong insight that if the foundations are strong, the future is protected.

The film is the third in a series of communication campaign reiterating the importance of inculcating strong values and a sound foundation in children by parents.

The film opens in the office of a school principal, where the parents have come to seek admission for their son. The principal throws the parents off-guard by asking, if they have applied in other schools as well. The mother of the child hesitates and is uncertain about what to say. At this point, the father emphatically states that they indeed have applied in three other schools and could not procure an admission any other place. The principal acknowledges the integrity of the reply and the tension is broken by the principal directly addressing the child, implying the likelihood of getting the admission.

Announcing the launch of the latest campaign, Vijay Sinha, senior vice president and head of marketing, Tata AIA Life, said, “Strong values are integrated both in intent and behavior across our organisation. In a fast changing world, we firmly believe that inculcating these values stand in good stead as the child grows. Like a good insurance policy, strong values and foundations give good returns through life.”

Sagar Mahabaleshwarkar, national creative director, Bates, adds, “When you hit upon a good idea, it’s always easy to write magical stories around it. This is the third film, after Thank You and Touching the Feet, idolising the brand philosophy. For Admission, the same dynamic team of Juhi Chaturvedi and Shoojit Sircar, from Vicky Donor fame, have added their magical touch to bring alive the real life values of honesty and transparency.”

Vikrant Ramachandra, vice president and head, brand marketing, said, “A brand must reflect the ideology of its genotype and it has got to be consistent across executions. This third film, in the series, does that. The emphasis across executions has been to portray real and believable situations that are of high concern to parents.”