Tata AIA and FCB India present a different story of unconditional love in new digital campaign

Tata AIA Life Insurance Company Limited has launched their new brand campaign ‘Love Unconditionally’. The campaign portrays ‘term product’ an act of selfless love since the purchaser of the product will never get any benefit for his or her own self. Today the protection gap in the Indian market is close to 93%. Tata AIA’s primary aim is to provide protection to consumers and hence the focus on pure protection products. The campaign captures the essence of protection and the responsibility that consumers have towards their loved ones.

VIEW THE SPOT

The digital only campaign created by FCB India and conceptualized by Tata AIA after collating market intelligence and insights over the years. The pilot was launched online on December 15th and has seen huge traction among target audience with over 11 lakh impressions and 20 lakh views in a short span of time. The film depicts a series of instances where a woman is being assaulted by a stalker in various situations, moving to the woman being trained by the same stalker who turns out to be her husband. The husband demonstrates his unconditional love for his wife by taking her painful punches and blows in order to train her enough so that she is able to protect herself under any circumstances, even if he may not be around. This selfless act of protection by the husband underlines his unconditional love.

“When you love someone unconditionally, you want to protect them for ever. That is the primary intent captured in our ad campaign.  We want consumers to align with the idea of Protection as a selfless act, and how it can potentially keep them safe under any circumstance. This campaign reinforces our commitment to being the pre-eminent Protection provider.  This is in line with our business strategy as we want to bring as many people as possible under protection cover. We partnered with FCB India for this campaign, who have beautifully captured and portrayed the right sentiment via the campaign,” said Rishi Srivastava, Senior VP – Proprietary Channels and Marketing Tata AIA Life Insurance

“Working closely with Tata AIA, we challenged the norms of the category and created a campaign that doesn’t simply talk about protection but goes deeper, by talking about why we protect our family… Because we love them unconditionally. The idea is that because we ‘Love Unconditionally’, we want to make sure that our loved ones are protected even when we aren’t around. We decided to create film that strays from the conventional expressions of care and protection that are so strongly associated with the category and create a thrilling film about a man who is willing to take a beating so his wife can protect herself even when he isn’t around. The whole build-up of the film has a tone of action and suspense with the actors in it carrying out real stunts, using real self-defence techniques. A jingle based on the idea of ‘Love Unconditionally’ was also created specifically for the campaign. It is what causes the change in tonality in the film, from a thriller to a romance. From what seems like a story of a woman being attacked to one about a woman being trained because she is loved,” said Keegan Pinto, Creative Head (West) and National Creative Director – Branded Content, FCB India.

Credits –

Director: Amit Singh