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Bates crafts Tata AIG's extended campaign

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MUMBAI: Tata AIG Life Insurance Company has released an extension of their communication campaign reiterating the importance of inculcating strong values and a sound foundation in children.

The new commercial highlights the importance of building good values and principles among youngsters. The campaign focuses on the principle of basics being right and a strong foundation is a step towards a protected and secure future.

Conceived by Bates India, the TVC showcases the importance of right values which commences with a daughter convincing her father to meet her boyfriend. The father was reluctant and hesitant and was of the opinion that a new generation boy would not have appropriate values. Surprised by the young boy‘s values rooted in tradition, when he touches his feet, he opens up and offers support for a coffee date. The commercial ends by emphasizing the fact that "Good beginnings deliver good returns all your life."

Tata AIG Life senior vice president and head of marketing Vijay Sinha said, "There is a huge, latent need for financial instruments for long-term savings and protection in India. Hence our brand strategy emphasises on the platform of protection through the creative route of ‘strong foundation‘. The campaign focuses on our core philosophy of providing life insurance solutions that help build a strong foundation to enable individuals protect their financial needs for a stress-free and meaningful tomorrow."

Bates regional planning director (Asia) Dheeraj Sinha said, "In today‘s India, growth, progress and moving ahead are the key flavours of life as well as brands. The truth however is that Indians are progressing because of their values and foundations, not without them. As my parents always said, if your basics are right, nothing can hold you back. In an increasingly uncertain time, it is our grounding that will keep us in good shape. Tata AIG Life stands up to this philosophy that our foundations will help us fly, in a context where everyone is merely focusing on winning, achievement and progress part of the picture."

Tata AIG Life vice president - brand marketing Vikrant Ramachandra said, "As a wise man said, ‘India has changed. Indianness has not‘. As a Tata brand, the company has always given a strong emphasis on creating a future by nurturing a strong foundation. Our communication campaigns have always focused on inculcating good values from the start. The principle that ‘a strong foundation means a protected future‘ is at the core of the brand strategy."

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