Birla Sun Life Insurance’s new campaign emphasizes on regular savings

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By Team Posted on : 13 Feb 2014 03:45 pm

NEW DELHI: Over the past many years, India has been undergoing a palpable transformation with the modern citizen more conscious of the need to enjoying their today instead of worrying about tomorrow as their seniors of yesteryears did.

Birla Sun Life Insurance (BSLI), the life insurance arm of the Aditya Birla Financial Services Group through its latest campaign on “savings with protection solutions” seeks to bring certainty and confidence in customers’ lives in line with the Group’s commitment through its latest television commercial which stresses the need to plan for the future even as one enjoys the present.

The TVC on this new solution captures the customers’ desires to live in the present together with the anxiety to secure the future. Life may continue to surprise us with its many uncertainties but if finances are planned smartly, money will never be the reason for breaking our loved one’s heart.

Aditya Birla Group Chief Marketing Officer - Financial Services Ajay Kakar, says, “We live in rapidly changing times where the needs of mass Indians are fast expanding, and so is our spectrum of solutions. Savings with Protection Solution enables you to strike the right balance between living comfortably today and staying financially secure in the future, with small disciplined savings at regular intervals.”

He adds, “Through our new TVC we wanted to take this thought to the masses taking inspiration from everyday situations in Indian households.” 

Taproot India Chief Creative Officer Agnello Dias says, “Life is what happens to you when you’re busy making other plans. That’s the insight this campaign stems from. It tells the audience that you cannot predict what will get in the way of your plans, but you can prepare for it, in a way that lets you enjoy today and secure tomorrow.”

Using a slice-of-life story of an everyday Indian couple, the TVC begins with the husband animatedly talking on the phone excited about the first foreign trip the middle-aged couple is planning to undertake post their wedding. In contrast, the wife who has just quit her job is discussing raising unwanted expenditure with her friend on her way home from work. In this emotional dichotomy, the wife overhears the husband’s conversation where he states he is not worried of expenses as his wife continues to work and supplement the family income. This is when the wife breaks the news of her quitting the job expecting that her husband will cancel their trip to avoid the unnecessary expenditure. However, he continues to be carefree and still willing to undertake the holiday owing to his practice of steady savings. Through this TVC, the company aims to urge viewers to plan their future through regular small savings in a life full of uncertainties with Birla Sun Life Savings with Protection Solution.

The television commercial (TVC) went on air today and the campaign will go on for five weeks. The campaign will be present across different mediums including television, radio, and digital, along with ample support from on-ground activation. BSLI will for the first time associate with a cricketing event and engage in content integration on radio to drive the savings message. 


Some very creative minds in the business have worked on the campaign. While Shimit Amin of Chak De India fame has directed it, the campaign features Swanand Kirkire, award winning lyricist and playback singer as the lead actor.

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