Indiantelevision.com Team

(2 January 2009 6:00 pm)

MUMBAI: Aegon Religare Life Insurance is investing approximately Rs 100 million in its second campaign featuring Irrfan Khan, which will be across various media platforms on 5 January.

The platforms include television, print, outdoor (hoardings, bus shelters) and the Internet.

The campaign, conceptualised by Contract Advertising, will be on for six weeks. Also, the television commercial has been directed by Pradeep Sarkar while Apocalypso Films are the producers.

According to the company, the entire product positioning has been based on extensive consumer research, which the company undertook prior to finalizing the product design.

Says Aegon Religare director branding and communications Pradeep Pandey, “Research indicated that most consumers understand the need for retirement planning but do not have any idea of how to go about the process. Along with this basic problem inflation was a big concern and also the fact that they would not like to be dependent on their children once they start earning. The campaign addresses these key concerns.”

The TV commercials have Irfan Khan portraying as old man, in various moments such as at petrol pump, at super market and traveling and getting aghast hearing the prices quoted. He then reveals himself as a young man and reiterates the fact that such exorbitant prices are possible 20 years later. Hence, to avoid such shocks post retirement one needs to start saving today.

Says Aegon Religare chief marketing officer Yateesh Srivastava, “Currently, only 13 per cent of India’s workforce is covered by some kind of retirement or pension plan. The objective of the campaign is to make consumers realise that saving systematically for retirement is as important as earning for today and provide them with definitive solutions.”