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Canara HSBC OBC TVC uses interactive storytelling to highlight online term plan

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MUMBAI: Private life insurance company Canara HSBC Oriental Bank of Commerce Life Insurance has launched a new television commercial (TVC) for its flagship online offering – iSelect Term Plan. The humorous yet informative TV commercial aims at informing people about the attractive premiums offered by the plan along with the imperatives of taking a life cover. iSelect Term plan is not only a flagship offering of the Company but currently is also one of the most lucrative online term plan available in the market across various age brackets.

Designed and conceptualised by Leo Burnett, the commercial opens with a camera zooming into the sparkling eyes of a juggler who is shown flipping knives.

Based on a situational comedy, the juggler is performing inside a cafe where the audience is seen overwhelmed by his performance. As part of the balancing stunt, he takes out his phone from his pocket and displays screen towards the crowd, while continuously juggling the knives with other hand. The crowd is stunned not by the act but by the premium rates offered by iSelect Term Plan which appears on the phone’ screen. Seeing the audience’s reaction the juggler turns the phone screen towards him and he is also amazed to see the offer. Shocked by the offer, he loses his concentration and the knife falls directly on his feet making him yell comically “Mummy”.

The TVC ends unveiling the benefits and the message ending with “.....ye nahi lega toh beta bahut bada katega”.

Canara HSBC OBC Life Insurance COO Shalabh Saxena said “Life insurance is an emotional decision as it is an effort by an individual to keep his family protected from uncertain risks of life. So an informed decision is a must. In line with this, our latest commercial aims to inform consumers about the significance of term insurance plan apart from the lower rates the iSelect Term Plan offers. The tone of advertisement is educative in a very entertaining way while still conveying the affordable premium rates offered by iSelect Term Plan”.

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