Kya aapko K.I.L.B. hai? Aegon Religare Life Insurance’s new TVC

Are you adequately insured?

Is your insurance amount good enough to take care of all your future needs?

Do you treat “life insurance” not just as a mere tax saving and investment tool but surely something more than that?


Well, it seems that the K.I.L.B. virus has infected you too. Ok!!! Now, this is really serious. Please pay heed to what Ad Pick says. You urgently need to undergo a thorough checkup with Dr. Irfan Khan at Aegon Religare Life Insurance “hospital”.

What!!! You don’t know what K.I.L.B. is!!! Have you not seen the latest Aegon Religare ads where Dr. Irfan Khan talks about the dangers of this disease to the “infected souls” inside a “closed” elevator and a “running” train?

In these ads Dr. Khan educates the “victims” about K.I.L.B., an abbreviation that stands for “Kum Insurance Lene Ki Bimaari.” According to Mr. Doctor, the symptoms of this disease are seen in people who are “underinsured”. He explains that people who buy small things like groceries for daily use according to their need but consciously ignore to buy insurance for their future needs are highly inflicted by this illness.

To further confirm his statement with the “ailing lot”, Dr. Khan signs off by saying that taking less amount of insurance is nothing but defeat as it does not solve the very purpose of “insurance” anyhow.

Well, now you know why Ad Pick wants you to visit the doc immediately?

Review: There was a time when life insurance was bought not to save one’s family from uncalled for “disasters” but to save one’s ass from tax paying. However, now it seems “times are a changing”.

Through these newly launched ads, conceptualised by Contract Advertising, Aegon Religare wanted to inform, educate and impress consumers about life insurance. Well, Ad Pick must say that the ads are really impressive. Unlike other “insurance” ads, these ads have a different brand proposition altogether: UNDERINSURANCE. This is because Aids or cancer kills only the infected person, but “underinsurance” kills the entire family.

Wow!!! What an IDEA!!!

Ok! Now let’s come to the most impressive element of the Aegon Religare life insurance ads: Dr. Irfan Khan. Not only does Dr. Khan’s candid talk and expressive manner attract viewers’ attention unarguably well, but his core presence alone manages to hold on to the eyeballs of these viewers till the very end. When a TVC is produced, it‘s very necessary that the characters chosen for the TVC are absolutely appropriate…and Irfan Khan’s supreme natural gestures only qualify him further to be chosen for the Aegon Religare’s Life Insurance commercials.

Well done Contract!!! Definitely good work.

Agency: Contract Advertising
Production house: Apocalypso Filmsworks
Running time: 45 seconds
ITV rating: * * * *

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