BSLI's 'How Many' ad campaign reaches Cannes

MUMBAI: In late June, a Birla Sun Life Insurance (BSLI) ad campaign made it to the Mecca of advertising awards - the Cannes film festival.

The 'How many' ad for BSLI, created by Concept Communications and produced by Steam Engine Productions, was one of the three Indian entries that made it to the Cannes Film shortlist.

Winning creatives always are a derivative of a good client brief. BSLI CEO Nani Javeri says: "The effort represents a synergistic approach to marketing and communications wherein the ad agency and the BSLI team formulate the path ahead by working closely. As far as BSLI is concerned, effective communication and social responsibility go hand in hand."

It takes an inspired adman to deliver the goods based on the brief. Concept's creative director Sanjay Sule says: "The intention was to position Birla Sun Life as a responsible and socially conscious corporate citizen - an entity that thinks beyond insurance. That's why we picked up the issue of smoking."

The ad film uses memorable visuals to make an immediate impact on the viewer. The ad starts off by showing a small room in which a man who is the head of the family is smoking. The camera also pans the other members - an 80-year old grandmother, children including a six month old baby amongst others - who are closeted into the matchbox-like tenement. The other members of the family exhale while the head of the family inhales the cigarette smoke. Very effectively, without even using any voice-over, the BSLI drives home the point that passive smoking is injurious to your family's health. The underlying element is "How many cigarettes do you smoke with your family every day?"

"The theme was so striking and hard-hitting that the BSLI team approved it in the first sitting itself. We shot the ad film in two days and the everything including the post production work was completed within 10 days. We shot with ordinary people and only the lead actor (the man of the family) and the wife are professional ad commercial artistes," says Sule.

The film was aired on premier business channels such as CNBC India. When asked whether he knew that the ad would win accolades, a modest Sule says: "I had a gut feeling that it would be appreciated. We are happy that out of the two entries sent to Cannes, one of them made waves. All credit to the team and the client for having the guts to experiment with new concepts."

The Birla Sun Life nomination is definitely raise the creative bar for Concept. "We are ready to face the challenge and are already thinking of similar concepts!" added Sule with a glint in his eyes.

The BSLI-Concept team is looking forward to win more awards for its latest innovative direct marketing ad campaign.

Latest Reads
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories