Indiantelevision.com Team

(8 August 2008 6:30 pm)

MUMBAI: Aegon Religare Life Insurance is set to reveal the K.I.L.B. ad campaign mystery with Bollywood actor Irfan Khan where K.I.L.B. stands for Kum Insurance Lene Ki Bimari (the disease of taking less amount of insurance).

The company says that a teaser campaign on television had started a few days back and ranks among the top 10 Google searches in India. There were speculations online on the nature of the campaign that questioned the it to be a disease, a new sitcom or a health awareness programme,claims The company.

Now, the company will unveil the main campaign where Khan portrays a doctor, propagating the masses. The unveiling will be seen and heard across the country for six weeks on TV channels, radio, outdoor (such as hoardings, bus shelters, trains, etc) and the Internet, with a budget of approximately Rs 100 million.

Aegon Religare Life Insurance CEO Rajiv Jamkhedkar says, "Being a part of the industry, we felt there was a strong need to educate people on the concept of being adequately insured. It is imperative to have the right cover that takes care of your future needs, and not treat life insurance as just a mere tax saving and investment tool. In fact, the campaign underlines the fact that taking less amount of insurance defeats the very purpose of insurance."

The K.I.L.B. campaign has been conceptualised by Contract Advertising, produced by Apocalypso Filmsworks and directed by Pradeep Sarkar of the Parineeta and Laaga Chunari Mein Daag fame.

Aegon Religare Life Insurance director branding and communication Pradeep Pandey says, "The objective for us as a new brand is two fold, inform and impress. As a brand, our aim is to create a communication that provides new value to the consumer and helps him/her to understand the category better."

The TV commercials have Irfan Khan portraying a doctor who, in various moments such as in the train or in a lift, asks people around him how much they are insured for. The answer is an obviously low figure. He then gives an analogy saying 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 consciously ignored.

The teaser was a 10 second TV commercial and the reveal will be a 45 seconder.