Financial services provider Iffco-Tokio highlights the happy moments

MUMBAI: August Communications has conceptualised and executed the latest advertising campaign for financial services provider Iffco-Tokio. The television commercial is produced by Thoughtshop Film Productions.

The campaign takes off from insight that there are certain fleeting moments of joy that cannot be measured in everyone’s life. Through the brand campaign, it intends to join its audience in celebrating these intangible, often taken-for-granted, moments of joy in a manner that‘s warm, enjoyable and essentially very ‘Indian‘.

The campaign gives a glimpse of the happy moments one will live and also that the source of all such ‘khushiyan’ is taking general insurance. This ‘Khushiyon ka beema’ campaign thought takes the viewers one step ahead of what the products like Motor or Health Insurances have to offer.

By proclaiming ‘ek bima hona chaiye‘, the campaign attempts to establish ‘bima‘ or general insurance as a psychological symbol of safety.

The underlying message in the campaign is ‘we stand for the ‘bima‘ of your joy, however big or small.’ The campaign also brings the original brand proposition; ‘Muskurate Raho‘ in renewed focus through a fresh take on the idea.

The TVC is a montage of interesting, quirky and warm situations found commonly in an Indian context and yet, never really voiced and that an Indian audience will relate to and identify with immediately. The brand campaign comprises two 45 seconds edits and two 20 second edits further embellished by few 10 seconders.

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